Looking Back on 2024: Trends that shaped the PR Industry in Kenya

2024 is fast coming to an end. What better time to look at what the year carried with regards to PR trends! The PR scene has grown in leaps and bounds in Kenya over the last 5 decades. From the non-digital PR to the digitalization of PR functions and managing citizen journalism amongst others, the industry has changed for the better. In 2024, we experienced several situations nationally in Kenya that warranted for sharp PR skills. From the floods that killed an estimated 267 people and left several homeless, to the Gen Z movement that saw protestors protest against the Finance Bill 2024, to political unrest caused by the impeachment of the Deputy President; all these needed careful communication and management to harness the situations and prevent them from escalating further while restoring the public's trust. The handling of these crises and other PR campaigns in the country brought forth certain PR trends embraced by PR Pros during these times. These fostered the execution of the different communications needs and perception creation.

Observing the year in general, we capture below the top three PR trends that were experienced in 2024:

1. The Use of AI Tools: Artificial Intelligence has impacted many industries, PR being one of them. In the 2024 PR Sector Skills and Competencies Survey carried by the Public Relations Society of Kenya (PRSK), 81.4% of the PR Pros interviewed agreed that gaining skills in ICT Powered ecosystems, platforms and Artificial Intelligence tools were critical in the future of PR Pros / Communications practitioners. The use of AI tools was prominent with Pros using chat options like ChatGPT, Chatbot AI, Asana, Grammarly, Determ amongst others to plan their work as well as create content. PR Pros also used graphic design platforms like Canva to create presentations and visual content.

2. Storytelling for impact: The world moved from merely making posts on online and other platforms to telling stories of impact. In 2024, focus shifted from normal, plain posts to stories rotating around ESG (Environmental, Social and Governance) Practices. 55% of PR Pros combined storytelling on matters ESG with Corporate Social Responsibility (CSR) to align to societal and environmental causes.

3. Shifting media platforms: There was a shift from traditional media to other platforms as audiences shifted their source of news depending on demographics. During the GenZ Movement, for example, most users got their news from TikTok and X (Formerly Twitter) as opposed to entirely from traditional media platforms. There was decreased use of other platforms, like Facebook, which were previously used as a source of news for some users. Traditional media houses also enhanced their delivery of news from only on the screens and newspapers to digital platforms like X Spaces and LinkedIn Live where they held pertinent discussions on topical issues.

Other trends like a strong focus on data-driven decision making, the use of influencers, and integrating inclusion into PR Campaigns were also observed in 2024. As 2025 comes along, most of these trends will not fade away. Instead, their use will continue and perhaps will change into more advanced and efficient versions of what they are now. The use of AI, for example, has set in to make PR Pros work smarter and more efficiently in their day to day activities. As these trends continue to evolve, PR Pros have to stay ahead of the curve by leveraging on them if they are to stay relevant in the profession.