2024 SUMMARY: PR

2024 through the eyes of Bartłomiej Kupiec

Interview published at the PRoto editorial.

Without a doubt, it was a good year for the PR and marketing communications industry. Changes in the government building new hope in business, the absence of major global catastrophes such as a pandemic or another armed conflict with a significant impact on this part of the world, meant that business could finally think about relatively stable growth. In turn, the prospect of stable growth influences decisions to invest or increase marketing or communications budgets. So in this respect, our industry has also been a major beneficiary of the relative calm in the market.

From our agency’s perspective, without a doubt, a particularly significant event was the election of a new government and all the awareness and organizational changes in the various government departments and agencies that followed the change. The second such event, which is yet to come but already has implications for business behavior, is the upcoming Polish presidency of the EU. Without a doubt, a large part of business is taking this fact very much into account and is planning its 2025 agenda from this angle.

2024 will be dominated primarily by AI, which is differentiated by all cases. As support in content creation, research, graphics, etc. More and more advanced variations of GPT Chat and other tools definitely optimize the work of consultants, but also expose the danger of content calibration.

A key challenge for the industry is to redefine itself. PR as we have known it for years has practically ceased to exist. We have new media, AI, a change in the media business model, which is conditioning the practical end of traditional media relations. All this means that PR agencies can’t do “stuff” the way they’ve been doing it for years. They have to rewrite themselves, offer new value to their clients. Some of them will choose a narrow sector specialization, some will go more into social media handling or other services such as training, and some will head down the road of consulting or strategic advisory. One thing is certain, as the years go by, PR agencies will not be what they are today.

 

Bartłomiej Kupiec
Bartek is specializing in corporate communication, crisis management and Public Affairs.
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