What to Expect as We Navigate Our Way Through 2024

We have finally made it through the first month of 2024! Now that we have officially kicked-off the new year, let’s take a look at what we can expect to see in the world of public relations.

1. Data is Key

PR professionals are increasingly relying on analytics, tools and artificial intelligence to collect and examine data for more targeted and effective campaigns. By harnessing the power of data, we, as PR teams, can better understand an audience’s behavior, track campaign performance, and make informed decisions.

“A more meaningful and targeted message for the audience can go a long way and have a lasting impact on the brand in question. So keep an eye on data analytics and the tools that make a data-driven approach possible.”

PR Lab

2. AI and Chatbots

AI-powered chatbots are no longer a novelty; they are an essential part of modern public relations. AI-powered chatbots are being used for customer service, crisis management, and even media relations. They provide immediate responses, gather information, and offer a seamless communication network between organizations and their stakeholders.

In fact, our HBE team even attended a PRSA luncheon this month where we learned more about how these AI resources can also assist with event planning, script writing and so much more!

“Artificial intelligence serves as a valuable complement to human expertise, rather than a replacement, in our work. The use of AI-powered tools can help in areas such as analyzing data, providing real-time insights into public perception, generating content, and assisting in crafting strategies and responses.”

– Jenna Guarneri, Forbes

3. Hyper-personalization

Although AI is becoming increasingly powerful and popular, consumers and clients expect personalized experiences. PR campaigns are becoming more granular and tailored to specific audience segments. Hyper-personalization involves creating content and messaging that resonates on an individual level, fostering a stronger connection between brands and their target audiences.

“As consumer expectations shift and the demand for more authentic interactions increases, taking a more humanized approach in the way in which you interact with people is important… In this digital era, where we are seeing an exponential increase in AI-driven technology, emotional connections and the human touch are more crucial than ever.”

– Jenna Guarneri, Forbes

4. Social & Global Responsibility

Consumers are holding brands accountable for their social impact. PR professionals are likely to be helping organizations navigate social responsibility initiatives and communicate their efforts effectively. Ethical business practices and meaningful corporate social responsibility will be front and center.

Additionally, as the world faces an ever-evolving landscape of global crises, from health emergencies to geopolitical tensions, PR professionals need to be prepared for crisis communication on a global scale, emphasizing transparency and providing accurate information to alleviate risks.

“The definition of quality corporate social responsibility (CSR) in 2024 is very different from its definition just a few years ago. Consumers have been gravitating toward sustainability-focused brands for a while now, and they’ve grown ever more savvy at distinguishing real commitment from half-hearted CSR boilerplate. Accordingly, one of the central tasks of any PR firm in 2024 is going to be teaching brands the difference and helping them communicate their initiatives accordingly.”

– John Marino, Forbes

In conclusion, 2024 is marked by an assortment of technology, responsibility, and personalization. To succeed in this industry, PR professionals must continue to embrace data, leverage new technologies, and align their strategies with the values of their audiences. Staying adaptable is key to navigating the ever-changing PR landscape in the years ahead.

What other PR trends do you see heading our way this year? Let us know what you think we should be on the lookout for as we journey onward through 2024!

2023: A Name Change and a Step Forward in Multicultural Communications

By Gina Espinosa-Meltzer

We’re looking forward with excitement as we begin our 30th anniversary year. But first, I want to reflect on what was a very eventful 2023. 

When I joined Hope-Beckham two years ago, we set a goal to embrace the growing multicultural market, and we have done that successfully. 

We changed our name this year to Hope Beckham Espinosa. Adding a Hispanic name to the company, my name, is a clear statement of just how important this market is to us. 

We began 2023 with what became an award-winning multicultural campaign, Seguros al Volante (Safe at the Wheel), a corporate social responsibility effort to help Latinos learn how to drive more safely in the U.S. and to answer their many questions about how car insurance works here. It was also a successful sales, marketing and branding campaign for our client, auto insurer AssuranceAmerica. 

With more than 700,000 Hispanics living in metro Atlanta, more than 1 million in Georgia, and more than 62 million across the U.S., companies are increasingly aware of the fast-gowing Hispanic market. But it’s only a select few that have begun to communicate with this market, and not just by translating marketing materials into Spanish, but by understanding the culture and the ways to reach this audience. 

I urge you not to wait until Hispanic Heritage Month begins in September to start speaking with the Hispanic market, and don’t confine your efforts to that celebration, just as you should pay attention to the important African-American community all year, and not just during Black History Month. 

To help clients with the multicultural market, we continued to strengthen the talent on our team this year. 

We expanded our services to include a full range of communications offerings: media relations, social media, marketing, branding, community relations, events and corporate introductions. 

And because we know corporations are eager to diversify their supplier networks, we’ve applied for certification as both a minority-owned and woman-owned company. We expect to receive those certifications very soon. 

Bob Hope and the late Paul Beckham started Hope-Beckham in 1994, so we will celebrate our 30thanniversary in 2024. I’m incredibly honored to lead this company now, with Bob’s support, in a new direction, and to continue the legacy he and Paul started. 

Thank you to all our wonderful clients. It’s been a pleasure working with you this past year.  

We look forward to adding to that roster this year. Please reach out if we can help. 

The Power of Gratitude

By: Allison Ritter

Thanksgiving – it’s the time of year when we stop and think about the things we are grateful for – that enrich our lives. Gratitude is a strong emotion and is incredibly important in all aspects of your life. Physically, it has been linked to increased levels of happiness and decreased levels of depression and stress. It enhances our mood, promotes better sleep, and can improve our physical health. Socially, gratitude strengthens relationships and can make us more mindful of other people’s feelings.

Gratitude is more than just a mood booster. Studies have shown that gratitude can have a positive effect on many aspects of our daily life.    

Gratitude and Mental Health

Embracing gratitude can improve your mental well-being. By encouraging yourself to show positive emotions, gratitude can help reduce feelings of anxiety and depression. It can enhance overall mood which helps you to better cope with stress and life’s challenges.

Gratitude and Physical Health

Gratitude can extend to our physical health as well. Research has suggested that individuals who practice gratitude on a regular basis have fewer physical symptoms, experience less pain and overall feel healthier than others. They are also more likely to engage in regular exercise and routine check-ups.

Gratitude and Relationships

Gratitude plays a major role in developing strong relationships. People who express gratitude have shown to strengthen bonds, enhance empathy, reduce aggression and promote feelings of social satisfaction. They report better relationships, both personally and professionally.

Gratitude and Personal Growth

Personal growth is another benefit from being grateful. It promotes a greater sense of self-esteem, increases mental strength, and encourages optimism. Individuals who express gratitude tend to be more resilient when dealing with life’s ups and downs.

It is clear that gratitude helps our entire body, mind and soul. So, let’s embrace the power of gratitude. Start by expressing gratitude for the smallest joys, be consistent in your practice, and gradually, you will find yourself living a life full of appreciation, positivity and happiness. In spite of everything, there is always something to be grateful for.

Picking Out the Right Halloween Costume

By: Riley Carney

“Every day is Halloween, isn’t it? For some of us.” — Tim Burton

Halloween has always been my favorite holiday. I love the decorations, scary movies, and, of course, the endless candy! My favorite part is picking out a costume. It’s the time of year when you can transform into anyone or anything you desire. Picking out a Halloween costume allows your creativity to shine. Whether you’re a trick-or-treater, a party-goer, or just a Halloween super fan, finding the perfect costume can be a thrilling endeavor.

1. Reflect on Your Interests

One of the best places to start when selecting a Halloween costume is to consider your interests. What movies, TV shows, books, or hobbies are you passionate about? Your costume can be a fun way to pay homage to something you love. Whether you’re a sci-fi fanatic, a history buff, or a fan of classic horror, there’s a costume for you. For example, if you’re a “Star Wars” enthusiast, dressing up as your favorite character like Darth Vader or Princess Leia can be a blast.

2. Embrace Current Trends

Halloween costumes often reflect the current pop culture trends. Pay attention to what movies, shows, or memes are making waves in the year leading up to Halloween. Going as a trending character or concept can make your costume timely and relatable. Think about iconic moments from the past year and how you can recreate them in your costume.

3. Classic Halloween Icons

Sometimes, the classics are timeless for a reason. Consider dressing up as a classic Halloween icon, such as a witch, vampire, zombie, mummy, or a ghost. These staples never go out of style and offer a chance to put your unique spin on a well-known character. You can experiment with various interpretations, from a spooky to a cute and friendly approach.

4. Group Costumes

If you’re celebrating Halloween with friends or family, group costumes can be a fantastic choice. Coordinate your costumes with your companions to create a theme. Whether it’s the cast of a popular TV show, superheroes, or even famous historical figures, group costumes can be both fun and visually impressive.

5. DIY vs. Store-Bought

Do you want to create your costume from scratch (DIY) or buy a pre-made one? DIY costumes can be a good way to express your creativity and save money. However, store-bought costumes are often more convenient. You can also mix and match between the two, personalizing store-bought costumes with unique DIY elements.

6. Consider Comfort

Comfort should not be overlooked! Remember that you may be wearing your costume for an extended period. Make sure it’s comfortable to move and breathe in. If your costume involves a mask or headpiece, ensure you can see and breathe properly. Comfortable shoes are also essential, especially if you plan to walk around or attend a party.

Picking out a Halloween costume is an opportunity to showcase your creativity and imagination. Whether you’re aiming for a spooky, funny, or jaw-dropping look, the key is to have fun during the process. Reflect on your interests, stay up-to-date with trends, and think about whether a classic, a group costume, or a unique DIY creation is right for you. Whichever direction you choose, remember that Halloween is all about enjoying the magic of transformation and embracing your inner character.

Gen Z Brings New Insights to Traditional PR

By: Mariana Lopez

Hello! I’m Mariana Lopez, the latest addition to the Hope Beckham Espinosa team. Born in Venezuela, my education took me from India’s UWC international school for the IB to majoring in Advertising at the University of Florida. The power of communication – shaping opinions, fostering connections, and making lasting impressions – has always fascinated me.

Besides bringing a global perspective, I reflect the outlook of my generation, Gen Z. Let’s explore how Gen Z is reshaping public relations. Born between the mid-1990s and early 2010s, this generation embodies tech-savviness, authenticity, and innovation. 

Let’s explore three key communication aspects of Gen Z.

Authenticity at the Core: Gen Z values authenticity above all. In PR, this means a shift toward genuine and relatable strategies. Unlike past generations, members of Gen Z spot inauthentic content instantly. Transparency, honesty and personal connection matter. PR pros should focus on crafting narratives that resonate, forging deep audience bonds. Their agility in adopting new technologies, platforms, and trends invigorates agency approaches, injecting a modern twist into traditional PR.

Born into the Digital Era with Technological Proficiency: Gen Z, who are digital natives, are fluent in social media, influencers, viral trends. Their Tech-Savvy Nature is invaluable for PR. They navigate platforms and craft relatable content. Their insights fuel innovative PR campaigns, combining modern digital skills with established methods. Their grasp of emerging tech and digital trends makes PR relevant and engaging. Their expertise in digital analytics supports data-driven decisions, allowing for precise impact assessment.

Driven by Purpose: Gen Z is dedicated to social and environmental causes. Members of the group expect brands to share their values and drive positive change. PR aligns with this by linking campaigns to meaningful causes. Gen Z seeks brands committed to bettering the world. PR practitioners spotlight purpose-driven initiatives, while Gen Z’s inclusive mindset brings cultural sensitivity to the agency. This is valuable when working with diverse clients or reaching global audiences. Their skill in bridging connections allows them to effectively access new markets.

Incorporating these aspects into PR strategies is transformative. Gen Z’s perspective shifts communication profoundly, enabling PR pros to deeply connect with audiences. 

I’m proud to be part of Hope Beckham Espinosa, contributing to this transformative journey and helping shape PR’s future.

As our two-year anniversary arrives, the Hispanic market is more important than ever

By: Mark Meltzer

July 1 is a big day for Hope-Beckham.   

Two years ago, on July 1, 2021, we merged GPR Global into Hope-Beckham, with Gina Espinosa-Meltzer joining Bob Hope as a managing partner and co-owner of the company and me joining as executive vice president.   

Gina is an expert on the Hispanic market, named as one of the 50 Most Influential Hispanics in Georgia by the Georgia Hispanic Chamber of Commerce. And one of our goals has been to make Hope-Beckham a truly multicultural firm, while still serving our non-Hispanic clients with excellence.  

I say it often, but there are 62.5 million Hispanics in the U.S., or nearly one in five Americans. They are by far the largest ethnic or racial group in this country.   

There are more than 1 million Hispanics in Georgia and more than 700,000 in metro Atlanta, and that number isn’t going down.   

As David Lewis recently told the Atlanta Rotary Club, people and companies in Atlanta have for decades seen the city through a binary framework — black and white. But as Lewis said, that viewpoint is out of date. The population of the city is changing rapidly, no longer just black and white, but increasingly brown. In 2015, the city’s population was 48% white, 33% black and 12% Latino. By 2050, it will be 39% white, 28% black and 21% Latino.  

Since we signed on, Hope-Beckham has been the only one of Atlanta’s Top 20 PR firms with Hispanic expertise. For several years, we’ve represented the Latin American Association, the 100 Black Men of Atlanta and the Hispanic-owned construction company P2K. 

This year, we added the large and fast-growing Hispanic nonprofit Ser Familia, which provides much-needed mental health services to the Hispanic community, and we are working to put on their annual chef-driven fundraiser, Saborea.    

We recently added as a client Park Place, one of the largest privately owned and operated parking companies in the country. It’s a 49-year-old, Hispanic-owned company with operations in 18 cities in 11 states. Its executive vice president, Susana Chavez, is a board member and former chair of the Latin American Association.  

And we’re working with the Atlanta-based auto insurance company AssuranceAmerica, to help grow their number of Hispanic policyholders. To do this, Gina created a corporate social responsibility program — a driving education workshop that provides important information to Hispanic drivers. The program has been praised by Georgia Insurance Commissioner John King, the only Hispanic statewide elected official in Georgia.   

We’ve also added our first Latina staffer, Mariana Lopez, who hails from Caracas, Venezuela, and is fluent in both English and Spanish. She joins Manny Portillo, who is Mexican-American.  

Building our multicultural business doesn’t mean our other clients are any less important. We’re incredibly proud to work with Google, Norfolk Southern, Greenberg Traurig and others. For them, our expertise in the Hispanic market is a nice addition to the other work we do.   

Bob, Gina and I are very excited for what the future will bring.    

If we can help you, please let us know.   

Mental Health Awareness Month: Why Kids are the Key for a Mentally Healthier World

By: Holly Brochmann

Mental health is a topic I’m always eager to discuss, so when my colleagues at HBI offered me May’s blog post in honor of Mental Health Awareness Month, I jumped at the chance to share my thoughts.

There’s good news and bad news when it comes to mental health. The good news is that awareness of its importance has increased exponentially, and a willingness to talk about it and seek treatment has subsequently increased. The bad news is that its severity and prevalence has likewise skyrocketed, resulting in some pretty horrific statistics in the areas of suicide and gun violence, for example.

Like most large-scale issues, there’s no quick fix and the solution is a complex, multi-faceted one. For instance, we need to increase (significantly) the number of bilingual mental health providers in this country to correspond with the rapid growth of the Hispanic population. A shoutout to HBI client Ser Familia, who’s dedicated to this very issue. We also need to expand awareness and access to resources among low-income populations. And, I think our country needs to launch a campaign specifically targeting boys and men – a campaign that negates the age-old notion that men are supposed to be “tough” and that sensitivity or displays of emotion are considered weak. As a result, many men avoid opening up about their feelings and are resistant to seeking help. I recently lost a male friend to depression so this one in particular has been resonating with me.

However, I believe the best solution is a long term one that will play out for future generations. It’s fairly simple, really. START EARLY. Like most things, such as a new language or a sport, the earlier in life you begin to learn, the better. The brain is like a muscle in that it needs conditioning and practice. Healthy habits that are developed during childhood are much more likely to transition into adulthood and continue throughout life, and it’s no different with mental health. Children should be taught to nurture their mental health, even beginning as young as three or four. They can learn to identify difficult feelings, normalize them, and learn coping skills and techniques to carry them through the rough patches. Luckily, this effort is already underway as many educators are placing emphasis on social emotional learning programs in the schools, and parents and caregivers now have access to numerous children’s books and influencers on social media who offer advice on the topic.

The goal here is not to eradicate anxiety, depression or other forms of mental illness – that would be ideal, but unrealistic (if not impossible). The goal, instead, is to recognize mental health as a vital component of wellbeing, remove the stigma and shame surrounding mental health struggles, and encourage a willingness to embrace coping options, whether it be deep breathing, meditation, opening up to a trusted friend, therapy, and when necessary, medication. If we can teach kids to care about and how to care for their mental health, they’ll grow into teens and adults already equipped with the tools that can safely and effectively take them through emotionally turbulent times. Then those adults will in turn carry on the tradition with the next generation of children and so forth. Hopefully, the ultimate result is a mentally healthier, more stable, and overall HAPPIER society.

Note from HBI: In addition to serving as our Senior Account Director, Holly is the author of A Feel Better Book for Little Kids children’s series that helps little kids manage their big feelings. The books are published by the American Psychological Association’s Magination Press, are available in multiple languages, and can be found anywhere books are sold.

April Showers Bring May Flowers… and EVENTS!

By: Hilary Bumm

“April showers bring May flowers” is a popular saying used often during the month of April. This is typically the time when the last bit of snowfall turns to only rainfall as temperatures climb. The increased rain shower activity sparks flowers and plants to really start growing and blooming.

The saying can be traced back to England from the 1500s poet Thomas Tusser. Back then, he wrote “Sweet April showers do spring May Flowers”. As well, a longer phrase, “March winds and April showers bring forth May flowers,” has been traced back to 1886.

Regardless, the month of April brings huge weather swings with the jet stream lifting northward at the start of spring. As winter comes to an end, precipitation falls more as rain instead of snow, especially here in Georgia.

The reference to April showers likely originated in the United Kingdom or Ireland, where the month of April tends to be especially rainy because of the position of the jet stream. The cooler climate in these areas also tends to push back the appearance of many flower species to late April and early May.

That old adage doesn’t necessarily ring true, though, especially in warmer climates. Rather than being rooted in botany, the phrase may be a simple way to avoid the blahs of rainy weather by focusing instead on the beauty of better weather ahead.

Thus, with event season in full bloom, the parallel of behind-the-scenes work is not lost. We at Hope-Beckham are grateful for those plentiful April showers of activity, the preparation that happens beneath the soil, and the opportunity to serve our clients.

This time of year, we bustle around preparing for client events. Providing great attention to detail, we ensure adequate staffing, finalize venue logistics, arrange for all the amenities and much more that go into creating a successful event. Then, just like the May flowers, we can experience the jubilant blossoming of successful client events!

Joy in the Remote Mountains of Honduras

By: Bob Hope

Soon after Hurricane Mitch devastated Honduras in 1998, killing 20,000 and destroying much of the tiny country, I was asked to gather food and supplies to be shipped to a remote rural area in the mountains in the northeast.  Atlanta-based Honduras Outreach had been operating a short time in the Agalta Valley, an eleven-hour drive from the capital of Tegucigalpa with winding dirt roads the last several hours through the mountains.  I knew a little about the area because my wife Susan had been there a couple of times with church groups, and my daughter Clair, who was attending Tulane University, spent a summer there guiding groups to work in tiny villages.  I had no intention of ever going.  It was well outside my comfort zone.

However, once the hurricane hit, I and others were called to help.  I loaded some crates a couple of Saturdays, provisions that would be sent by boat and then transported through the mountains.  I also made a few calls to ask for donations, mostly called friends who worked for Coca-Cola and Pepsi to ask for water to be shipped.  It was light work.  A few phone calls took only minutes.  I told them what was needed and gave them the phone number of a retired army general who was coordinating the shipments.

I didn’t think I was a prospect for working with a team in villages in Honduras but I was curious, curious enough that a special trip was set up for me to visit and see what was needed.  I had never been anywhere so remote or so poor.  We flew into Tegucigalpa and spent the first night in a cowboy town, Juticalpa.  It was very basic.  There was no communication back home.  No phones, no email, no nothing.  Early the next morning we hit the road in a van, navigating through bumpy dirt roads.  When he encountered a river or stream, we sought a swallow spot to drive across.  Hours later we arrived at a very basic ranch in what seemed to be the middle of nowhere.  The accommodations were very basic but better than I expected.  We were far out in the wilderness, but in another way of looking at it, the wilderness was really a beautiful paradise.

I got the grand tour.  It wasn’t what I expected.  The people lived in tiny little houses made out of mud bricks and roofing tiles molded over their thighs.  The people were happy but they weren’t poor.  They didn’t have anything, but they had what they needed to survive day to day.  I was becoming slowly captivated by the people and the beautiful Agalta Valley.  They were very happy.  There were no vehicles other than the few on the ranch, and the only people who looked like me where ranch workers.

My stay was only a few days.  However, the third day changed my life.  I was being taken to a very tiny and remote mountain village.  We drove as far as we could and then walked about an hour.  The villagers gathered to greet us.  The mayor was introducing our group, and when he got to me, he said, “This is the man who saved our lives.  He got us the water.”  I was stunned.  It took so little, just a couple of phone calls.  I was hooked.  I asked what I could do to help.  I didn’t want to come with a church group and work in one village all week.  I just didn’t feel I was anyone’s spiritual leader.  What else needed to be done?  The answer was that they had a $30,000 gift to build an elementary school and would need help supporting it.  In this remote area, there were only a few one room schools, and it was difficult to get teachers.  Their vision was to have a first-class school system.  I would start by asking friends to come with me to Honduras and see how we could help.

A few months later, our first group of friends, about a dozen of us, went to Honduras to scope out the situation.  After a couple of trips and better understanding the challenges, we formed a non-profit to raise money to support the school effort.  HAVE Foundation (Honduras Agalta Valley Education) was formed and has since raised over $2 million dollars.  The small group has grown to 60 who go down once each year to work on the schools and other projects in the small mountain communities.  Over the years, we had many top civic leaders and a core of Rotary members.  One of our longtime team members was Vince Dooley, the great football coach at the University of Georgia.  In memory of him, we dedicated Vince Dooley Way as the drive from the road to Hope Middle School.  In the beginning, the dreams of the youngsters were modest, hoping someday to be a ranch guard or a truck driver or a cook.  Now we have doctors, lawyers, scientists and teachers.  The graduates go on to college and excel. 

We now have beautiful schools that are providing the access to knowledge that allows the youngsters to fulfill their dreams.  We now have doctors, lawyers, accountants, teachers and many other professionals who have been educated at our schools.  Members of our travel group and others sponsor scholarships for the students.  My new student is Jennifer Ortiz, a six-year-old.  I will support her all the way through, send her letters and meet with her during our trips.

This annual trip and the efforts to help my friends in Honduras is a blessing and joy in my life.  All of us in our group make many news friends each year, and as the schools have improved, we now realize we are helping ourselves as much as we help the people in rural Honduras.  We feel the happiness that can only be felt when someone is giving of themselves to others.

If you have interest in going on a future trip, just send me a note at bhope@hopebeckham.com.

2023 is Well Underway…

By: Victoria Croft

Now that the New Year’s glitter has settled, and we are finished eating our heart-shaped Valentine’s chocolates, it’s safe to say that 2023 is off to a swift start. But where will it lead us in the world of PR? Let’s see which trends we may see soar in the new year and which practices will be left behind…

  • Influencers Continue to Rule

It’s no secret that traditional media is on the decline. Social media outlets continue to expand, and influencers aren’t going anywhere anytime soon.

“It’s expected that brand spend with influencers will increase by more than 23% in 2023. Additionally, 80% of marketers found influencer marketing effective or very effective, and 71% say it produces better leads than other forms of marketing,” says PR Daily.

It is recommended that you invest in relationships with influencers with vast, but targeted, audiences. It may cost a pretty penny, but as we roll into 2023, influencer visibility will still be considered priceless.

  • Face to Face

Almost three years ago, a pandemic surged across the entire planet and changed our lives entirely. Working from home, Zoom and online events all became the new norm. However, as mask requirements were lifted and vaccines became available, people were able to rejoin the world and their communities again.

PR professionals, journalists and influencers are ready for more face-to-face interactions. While Zoom calls will likely still stay a major player in everyday logistics, it is expected that events and interviews will continue to rapidly progress to in-person settings.

“Face-to-face conversations yield more in-depth insights, and this PR shift is particularly applicable for critiques and discussions of sensitive or contentious matters,” says Entrepreneur. “However, brands should expect a rise in demand for in-person consultations and do what they can to make members of their personnel available.”

  • Ditch the Mass Pitching

Want to stand out to a specific reporter or outlet? Stop mass pitching and choose quality over quantity! Lean on a “small-batch” approach when sending pitches and leads.

“There are more PR practitioners and fewer journalists than ever before. Taking a ‘spray and pray’ approach is likely to be ineffective as journalists are looking for relevant, engaging content that is tailored to their publication,” says Beth Nunnington, VP of digital PR and content at Journey Further.

Let us know what else you expect to see in 2023 and which trends you think are SO “2022!”