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by Adam Christensen on Oct 14, 2024 1:26:05 PM
As we approach PRSA ICON 2024, I’m excited to be moderating a session that hits at the heart of one of the biggest challenges facing PR pros today: Embracing the Evolution of Influence and Trust.
Public relations, at its core, is all about influence. Whether launching a product, managing a crisis, or building long-term brand reputation, our goal is to always shape perceptions and drive meaningful engagement with audiences.
However, as we know all too well, that job is becoming increasingly complex. Fragmented digital channels, the spread of misinformation and heightened stakeholder skepticism are all converging to create new challenges for us.
That’s why we teamed up with PRWeek to survey more than 150 in-house and agency leaders to get a clearer picture of how influence is evolving and how we, as storytellers, can adapt to stay ahead.
The insights from this research will form the backbone of our important discussion at PRSA ICON on Wednesday, October 16th at 3pm PT, where I’ll be joined by journalist BJ Dahl, Victoria Lim, Sr. Manager of Executive & Employee Communications at Experian, and Zach Kadletz, Managing Director of PR at Gateway Group, to get perspective from the media, in-house and agency sides.
Key Takeaways From the Notified/PRWeek Survey
One of the standout findings from our survey is the growing threat of misinformation. 70% of respondents flagged fake news and deepfakes as serious challenges, but most are investing less than 10% of their resources to combat these issues.
This imbalance underscores the urgency of rethinking how we approach truth and trust in our communications. If we’re not actively addressing misinformation, we’re leaving the door wide open for it to undermine influence.
Another topic we’ll discuss is the rise of decentralized influence. With audiences scattered across multiple platforms and niche networks, traditional methods of building trust are becoming less effective.
While this opens new opportunities for organizations to engage directly, only 35% of respondents believe that decentralized influence leads to greater transparency and trust. Clearly, we still have work to do in figuring out how to make the most of these platforms without losing control of the narrative.
On the technology front, there’s growing excitement about the potential of AI to transform how we tell stories and manage communications. 48% of survey respondents expressed optimism about AI’s ability to enhance PR, from accelerating content creation to breaking down language barriers.
However, as we embrace AI, it’s fundamental to remember that technology should enhance, not replace, human creativity. At its best, PR is all about making authentic, human connections - and that’s something AI can’t replicate.
The Stakes Have Never Been Higher
The findings from our survey paint a clear picture: PR pros who don’t adapt risk falling behind in a world that is more skeptical, fragmented and complex than ever before.
But for those willing to embrace these changes, there’s a tremendous opportunity to redefine how we build trust and wield influence in the digital age.
If you’re attending PRSA ICON, I hope you’ll join us for what promises to be a thought-provoking conversation. And for those who can’t make it, I encourage you to explore the full findings of the Evolution of Influence report to learn how you can begin to future-proof your strategies.
The world of PR is evolving - and it’s up to us to evolve with it.
