Where is the digital PR industry heading in 2024?

Last updated: December 19, 2023

Amber Buonsenso

Amber Buonsenso is an expert in all things promotion and digital PR, building solid media relationships and securing links for many ecommerce brands in some of the top media publications globally.

Read Amber 's bio here

I can’t believe we are entering the last month of the year already! Like many, we are reflecting on the year 2023 has been and how so much has changed in the industry.

Some fantastic creative campaigns have been produced by talented PRs this year and AI took off, impacting the way we think and causing a stir in the marketing industry especially!

It didn’t quite take our jobs did it…

As marketers start to look ahead to 2024, predictions are being shared for the various disciplines in the marketing mix, and so I wanted to share some of my own for digital PR in particular.

Since joining the industry amid COVID-19, so much has changed and this will only continue for years to come. A lot of people will agree with the saying, that ‘no two days are the same in PR’ and neither are the years!

Below I’ve shared:

  • Three digital PR predictions for 2024
  • Three of my favourite links the promotion team have secured here at Evergreen
  • Three of my favourite industry campaigns

Let’s get into it!

Digital PR predictions for 2024

PRs and brands are becoming more reliant on reactive PR

Reactive pitches are an effective way to generate lots of high-quality links with a quick turnaround, with something as simple as a set of expert comments on a trending topic taking off in the media.

For this reason, it’s a great option for agencies and businesses with smaller budgets looking for exposure in the media which I think more PRs have picked up on and as a result, are more reliant on this method than ever before.

A rise in expert comments featuring in pitches

I think the use of expert commentary will play a big part in campaigns and pitches in 2024, with PRs admitting that they are finding it harder for their pitches to generate links without them.

Google’s E-E-A-T guidelines have played a big part in this now that it is recognised that expert commentary helps improve these signals.

Securing coverage will continue to become increasingly difficult

In 2024 it will continue to become increasingly challenging to secure coverage from journalists. This is due to several factors, but mainly the multiple journalist redundancies we’ve seen this year which has created a ridiculous gap between the number of digital PRs to journalists.

The digital PR industry is very saturated as it is, whilst the number of journalists at each publication is decreasing, meaning journalists will have bigger workloads, potentially covering multiple roles and receiving more PR pitches than ever, which isn’t ideal for us.

November has been one of my favourite months when it comes to the links we’ve secured for our clients and we’ve seen a lot of our festive ideas convert into coverage. Here are a few of my favourites:

Favourite links from this month

Interior colour trends 2024: the hottest hues set to dominate homes for the year ahead

How to propagate a Venus flytrap – three easy methods for more carnivorous plants

Want a delicious festive feast? Here’s how to make your Christmas herb garden work harder than ever

There have also been some fantastic brand collaborations and PR stunts happening with bigger brands and organisations, these are my favourites currently:

Favourite campaigns

Greggs x Fenwick Bistro launch

Two North East Powerhouses collaborate: Fenwick and Greggs launch Bistro Greggs at Fenwick Newcastle

Greggs has taken their nation’s favourites to the world of fine dining with its recent partnership with Fenwick.

Greggs icons have been enhanced through Fenwick’s culinary flair in a French-inspired setting open to the public at its Newcastle location.

Aldi opens Bottomless Pigs in Blankets restaurant

ALDI Bottomless Pigs in Blankets

Aldi has utilised its sales data, identified the demand for pigs in blankets from consumers every year and acted on this by creating a Bottomless Pigs in Blankets restaurant.

This pop-up allows people to enjoy an unlimited selection of its pigs and blankets and all entry fees are donated to charity, Neighbourly. This is a great way for Aldi to generate more brand awareness, promote its festive range of products and also give back to its selected charity.

NHS Waiting to Live campaign

NHS Campaign - Hundreds of dolls made to represent children waiting for transplant as part of a new campaign

On a more serious note, this campaign perfectly presents a powerful message to the public about the serious challenge the NHS is facing when trying to secure donors for Children’s transplants.

Handmade dolls will be made and placed across the country to represent the number of children waiting for a transplant. Each doll will wear a badge inviting people passing by to scan a QR code and hear stories of children waiting for transplants to raise awareness and encourage people to apply.

That’s it for this month, let’s catch up in January!


👋 I’m Amber, connect with me on LinkedIn.

I’m the Promotion & PR Manager of Evergreen, a digital marketing agency that specialises in growing ecommerce & retail brands.

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