Top 5 PR Trends in 2023

As 2023 heads towards its final weeks, what trends in PR have dominated the industry this year? In an ever-changing, fast-paced world, PR campaigns must resonate with audiences in a way they want to be engaged. Here are the Top 5 trends we have seen make the most significant impact this year.


AI has continued to be embraced by the PR industry. By using AI to monitor and track the impact of PR – long gone is the ruler measuring column inches in a newspaper, PR teams have more time to devise and implement PR campaigns. Greater accuracy in the outcomes helps PR professionals demonstrate their work’s impact. Customised campaigns, which use AI to give analytics around different audiences, are also proving invaluable in delivering cost-effective and tailored campaigns, which provide more significant impact and return for clients.


Authenticity in PR has never been so important. With cancel culture in full swing, companies must be authentic in what they do and say. Honest is always the best policy – and it is essential when communicating with the public. Customers are becoming increasingly sceptical and can quickly spot an exaggerated ‘truth’. Without authenticity, reputations are at risk – and can easily be lost forever.

Digital Storytelling

Digital Storytelling, using different technology and multimedia platforms, has boomed during the past year in PR. Storytelling in PR has always been central to the industry, but the rise of the digital landscape has changed how the PR industry is telling its clients’ stories. At the start of the year, around 84% of the UK adult population had at least one social media account – with an average daily use of 2 hours and 24 minutes. Digital Storytelling by the PR industry is growing in popularity to craft and shape a brand’s image – quick, engaging and innovative ways to capture the audiences’ attention are fast becoming an essential part of a PR campaign to increase brand awareness.


Word-of-mouth is the best endorsement method for any brand, and the rise of influencer marketing is no coincidence. In recent years, we have been a massive boom in this industry. Once primarily dominated by celebrities, influencer marketing has grown, and now the girl-next-door is taking its share in the market. The PR industry knows nothing can top an endorsement from a third party – recent research reveals that the public agrees. A staggering 61% of people are likelier to take a recommendation from a friend, family member or influencer over an advertisement. Social media influencers work hard to get their following and mention it. The relationships – based on honesty and transparency – are invaluable to the consumer and PR professional. Influencer marketing is a remarkable tool for building brand awareness – with an opportunity to speak directly to new audiences daily; influencer marketing enables PR campaigns to reach further global heights – quite literally at the touch of a button.

Corporate social responsibility

Corporate social responsibility (CSR) is an essential part of a business – teamed with effective PR, companies are seeing a considerable benefit to CSR PR to manage their reputation effectively. This year saw consumers driving the requirement for brands to be ethical, often with their purchasing power, and actively seeking out socially responsible companies. The need for CSR PR has never been greater, and the challenge for companies to balance ethical practices and profit has never been so significant.

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