Evolving media trends and what they mean for the current PR landscape

by Saskia Purdy

The constantly evolving media landscape makes keeping up with the latest trends important. From AI to smart technology and everything in between, businesses need to consider all-encompassing plans that enable them to holistically integrate contemporary media methods.

Here are our top three media trends to consider:

  1. Artificial Intelligence

It is common for users of generative AI platforms such as Chat GPT to ask broad questions for tips and tricks. Although opinions about chatbots vary, it is undeniable that their prevalence is growing. As of 2024, AI platforms rank among the top three information-searching strategies for Gen Z. Its expected this will continue to grow with Gen Alpha, with 20% of 12-15 years olds primarily using social media to browse for products to buy. How can this be applied to your business? As consumers increasingly consider AI for shopping assistance, businesses will gain a competitive edge by experimenting early with AI-driven features.

  1. Social Media

Changes within the broader trends might make it more challenging for businesses to keep up with them. Depending on how a business adapts, these changes could have a favourable or unfavourable impact on them. Social media is a prime example of this. Although an untraditional method, it has been integral to the PR of businesses for some time now. So what are some of the main growing trends in social media?

-Video is King. Whilst long format is becoming more popular with over half the time users spend on TikTok is spent watching videos over a minute long, short-form video still remains the best performing video form. Regardless of length, video marketing remains a leading method in PR and marketing.

-Social commerce, whilst not suitable for all businesses, is a method which reaches a new, wider demographic through a more dynamic, responsive, and engaging format than traditional methods. With an average of over 2 hours a day spent on social media, it is undoubtable that social commerce will only grow in popularity.

-SEO on social channels increases sales through creating shareable content and building a strong following. 40% of Gen Z choose to search on TikTok rather than Google. This method allows businesses to attract more targeted traffic through increased visibility and higher engagement.

How can this be applied to your business? Posting regular content on your social media channels can not only increase product sales, but also help portray your brand identity to consumers, building their trust through authenticity and communication.

  1. Data Driven Narratives

In the crowded news environment, data driven storytelling has become increasingly attractive to journalists looking for fresh stories with an edge. Data is being leveraged to enhance campaigns, inform decisions, and launch innovative PR strategies. Incorporating data into PR strategies has multiple benefits:

-Captivating and Compelling Pitches to Journalists

-Creating Impactful Stories

-Reach and Resonate with Readers

How can this be applied to your business? By leaning into the trend of Data Driven PR, a company can become more strategic in their communication with journalists and their readers, aligning the method direction with their goals.

For more information on how we can take your PR strategy to the next level with ever-changing media trends, get in touch today.

Using live radio in your PR strategy

88% of the world population listens to live radio on average for 20.3 hours per week. A captive audience, usually listening in the car, on public transport, at work or in the kitchen at home! Radio is highly effective in sharing business messages.

Data shows that people listen more avidly when listening to the radio rather than TV, and while national radio has a larger reach, local radio packs a punch too with high listener figures who tune in for local news and conversation, and to be connected with their community.

As a PR team we work to secure radio interview spots with our clients to help raise the profile of their businesses . Not only are our clients getting the exposure from digital radio, this is also great content for their social media channels and news section on their website.

Want your brand heard by thousands of engaged listeners? Contact us to discuss our ideas for your business.

Keeping your eyes peeled and your options open is the best way to explore future career paths – Finley Knowles, JHPR intern

Starting a university degree that you have always wanted to do is great, you feel like you have achieved something really big and you got there all by yourself, but what if you fall out of love with it?  

Exploring multiple options and trying new things is the best way to learn more about yourself and gain fantastic life experiences, whilst helping to further your career. 

I came to university with my heart set on being a broadcast journalist and although this is still an option, as the course progressed, I realised it may not be for me.  

I chose to do a personal relations module on the course and was so glad I did, as I realised I could be creative, still produce written, social, audio and video content, as well as work alongside multiple brands that I had an actual interest in. 

This led to me seeking a work experience placement at Jennie Holland PR for a month and wow, what a month I have had! 

Throughout my time here I have gained invaluable knowledge from the team and have been involved in many aspects of public relations – attending client meetings, filming and crafting content for social media, sitting in on interviews and drafting press releases, alongside getting stuck into research tasks and competitor studies. 

Access to JHPR’s media and editing software allowed me to be really hands on with creative assets, tailoring content and bringing brands to life through social channels, and it was really interesting to see how powerful these tools are for amplifying brand campaigns and messaging. 

Working across multiple sectors, from jewellery to construction, law and a whole spectrum of professional services, really helped to diversify my understanding of how different industries work and the important role that communications plays in ensuring brands are seen and heard in the right places. 

Being immersed in the brands allowed me to put my university skills into practice and apply them to a real-world setting, highlighting what I enjoyed most about my PR module I had enjoyed so much during my course. 

The placement helped me to understand that public relations is a path that I want to pursue and I’m looking to furthering my career in the communications industry.  

When I joined university, I was convinced I would leave a journalist, but my advice to anyone starting out is to explore your options, as you really will learn so much about yourself and the opportunities that are out there. You can end up doing something you really love, and you will also meet some great people along the way! 

JHPR teams up with charity to promote UK’s first live mental health event of its kind

We are extremely pleased to be working with Birmingham-based charitable organisation Be;Live, in the build up to its greatly anticipated, first-of-its-kind, live mental health event, taking place in Birmingham next weekend (2nd April).

We have a wealth of experience in the not-for-profit sector and have been appointed to provide digital PR services on a pro-bono basis for Be;Live — to build awareness and maximise ticket sales for the upcoming event.

Be;Live was founded by James Crystal who began the organisation after suffering abuse as a teenager which manifested into several years of substance misuse and criminal activity, eventually leading to a prison sentence and a diagnosis of PTSD and depression.

Now aged 28 and five years sober, James’ and the event’s aims are simple: to educate, inspire and empower people around the topic of mental health and ultimately contribute to reducing the UK’s stark mental health statistics.

Be;Live brings together not only professionals and specialists but also those with lived experiences, who have survived serious adversity, to share their stories, support and advice in order to change the way we all see mental health, providing tools for attendees to take the first steps in creating positive mental health.

Taking place at Gas Street Central in Birmingham on Saturday 2nd April 2022, the event – which can be attended in person or virtually – will feature a range of guest speakers, including former Sky Sports presenter, Simon Thomas and ex-premier league footballer, Clarke Carlilse among many others, who will be sharing their own personal stories around mental health.

The JHPR team have been busy providing publicity services to Be;Live by securing print, online and broadcast media coverage for the event, as well as influencer marketing services.

Georgina Mackintosh, our senior PR manager, said: “We are honoured to be working with Be;Live – James is a hugely inspiring and humble individual who, after going through traumatic events and facing mental health struggles of his own, is now striving to help others and let them know that no one has to go through hardship alone.

“As a midlands-based digital PR team, we are proud to be able to offer our expertise to help promote this unique and important event – which is open to everyone and free for students.

“Be;Live is an event unlike anything the UK has seen before and it will make a real impact on people’s lives, both those who want to improve their own mental wellbeing but also those who simply want to have a better understanding of mental health to support friends and family. We look forward to attending this year and for years to come.”

James Crystal, founder and managing director of Be;Live, said: “We’re overwhelmed with the amount of support we’ve had from businesses who are extending the work from our small team here at Be;Live.

“The team at Jennie Holland PR have delivered so much more than we could have hoped including an interview with Global and several PR pieces in press to help drive awareness of our event. It goes without saying, it’s the people behind these supportive brands who have understood how important an event like Be;Live is and we honestly felt Jennie and her team were just as passionate about our cause as we are. We’re eternally grateful for all of their support.”

Ticket sales and brand sponsorship of the event will raise funds for independent mental health charities who provide free mental health services on the front line.

In person event tickets start from less than £23, and virtual event tickets costs just over £10. Further information about the event can be found at www.belive.org.uk.