Predicting what to expect in 2024 is widely seen as a mug’s game, especially after the last few years. I won’t let that hold me back!
Based entirely on gut instinct informed by a sceptical (but optimistic) outlook, here are five comms and reputation-related predictions for the next 12 months.
Five comms predictions
💬 Companies will continue enthusiastically promoting ‘purpose’, while failing to be purposeful. Their messaging could be about gender equality, health and wellbeing, or the environment. Those who overplay their commitment to these issues will risk getting roasted.
🌀 Senior people – who should know better – will try to duck and dive their way out of tricky situations and create a full-blown crisis in the process. And they will blame their ‘advisors’ afterwards. This will provide plenty of material for Andy Barr and others to focus on.
🚫 Organisations that badly automate their contact with the public will use AI to make it even harder for people to reach them. Just because you can automate something doesn’t mean that you should, which leads me to….
🤖 Some will see AI as an opportunity to cut budgets. ‘More for less’ will mean lots of people using AI badly, possibly without training to support them or processes to guide them. And some will fall foul of legal, ethical or privacy transgressions.
🌟And lots of comms people and organisations they represent will continue to go over and above to keep things on track. Supporting customers, clients and communities. Making a positive difference. They’re respected because they’re in it for the long haul. They’re doing extraordinary things. Their stories are worth telling and hearing.
Thanks for everything in 2023
Big thanks goes to all those I know and have worked with this year who have made a real difference. It’s been a pleasure to contrbute to those successes at Distinctive. We’ve done some great things this year. I’m looking forward to seeing what 2024 has in store.
And I hope I look back on these predications and find that most of them are wrong.
If you need support in 2024 to help your organisation communicate well, drop me a line.