What's hot and what's not in PR for 2023

The opinions expressed by entrepreneurs contributors are their own.

The public relations sector is constantly challenged by new technologies. The rise of new social platforms and the ever-changing ways we use them, the widespread adoption of artificial intelligence, the cookie-free world, and the data-driven demand for new ways of measurement are pushing public relations towards new areas of interest.

Furthermore, social justice movements, the pandemic, and the unfolding climate catastrophe have profoundly impacted how we work, when we work, where we work, and what matters to us.

The last few years have indeed been revolutionary for our field.

PR and should incorporate some of the most important trends we have identified as we prepare to usher in the new year and continue to help our clients thrive in the face of profound changes in the industry as a whole.

Related: Marketing Trends in the Post-Pandemic Business Environment

Combine mobile with social commerce

In developing PR initiatives for 2023, we are looking beyond online shopping to capitalize on the growth opportunities presented by online and social shopping. For example, Dominos and Starbucks have embraced m-commerce using branded apps and SMS to improve online sales.

With the proliferation of social commerce and click-to-buy features on many social media platforms, businesses can no longer afford to ignore the potential for increased sales that can be achieved through a well-planned planning and execution.

Earned and paid methods are necessary to maximize visibility on social media and follow new platforms such as TikTok, Reels and live shopping. If you're still not sure if a mobile-first strategy is the best solution, try to find out how often you check your phone during the day.

Creator co-creation

As for , everyone knows how a single viral TikTok video can quickly boost revenue. Through well-planned TikTok campaigns, we have increased revenue for our clients over the past year and are working hard to produce quality information in collaboration with trusted sources.

In 2023, collaborating with creators to create something original and interesting for their audience will be more important than working with a macro-influencer and telling them what you want to see. We collaborate directly with TikTok and other social media platforms to discover and support new and upcoming talent.

Investing in the right people and giving them the freedom to produce; this will give a favorable return. Bringing in one or two creators early on and having them contribute to the brainstorming process is another way to ensure the success of a campaign.

Personalization and connections

Brands must create a permission-based marketing database to achieve a cookie-free future. To keep this audience's attention, you need to address issues that affect them personally. One-to-one marketing and personalization will become more mainstream in 2023 and will be key success factors for many brands.

If companies want to reach the right people at the time...