SKC Insights



6 PR & Marketing Trends Shaping 2023


2022 brought us lessons of growth, resilience, and transformation as we conquered the challenges of a disruptive year. With another exciting year behind us, SKC has compiled our take on the top public relations trends and challenges for the year ahead. What will 2023 bring? Here are six trends to consider and leverage for your company:

1. Personalize, it’s Imperative

Personalization has become a prized commodity in public relations. It offers something unique and genuine to build customer loyalty and increase sales by meeting customers at their individual points in the buying process. And our customers are journalists and influencers. By tailoring PR pitches to individual journalists or influencers, you create messages relevant to their specific interests. This helps to establish immediate trust and credibility with new sources and deepen the existing relationships you have with media outlets and professionals. When you make things personal, and therefore more relevant, you increase the probability getting more of your content published by the media and influencer contacts you target.

2. Micro-Influencers are on the Rise

“Micro-influencers” are influencers with smaller followings — usually between 1,000 and 100,000 followers – and they’re becoming increasingly popular. Why? Because they offer better engagement than their mega-influencer counterparts. The rise of micro-influencers has caused businesses to move away from using big-name celebrities and traditional mass media channels in order to focus on smaller, more specific markets. And since it works so well, influencer campaigns will continue to lean on these influencer promotions for brand growth. 

3. Content is still King

Now, more than ever, modern digital marketing strategies must include content marketing as a key element. And if it’s interactive content, all the better. It’s critical to generate and share valuable, efficient, and consistent content in order to attract and keep a specific audience and create positive customer action. 

4. Video marketing Gains Steam

While a common marketing tool the past few years, video is gaining steam in 2023 thanks in part to the growing popularity of platforms like TikTok and YouTube. Video offers a unique way for companies to connect with their audiences. Videos can be used to display products and services, tell fascinating stories, and create interesting content that appeals to consumers.

5. Social’s Status is Steaming

Social media has always been dynamic and 2023 is no different. And while it has changed over the years, social media platforms are actively used by millions, making them an ideal place for you to interact with customers, grow your brand, and drive sales. Facebook, Instagram, and Twitter are still mainstays, while TikTok, though very popular, is facing some problems and is seeing the app banned on some devices in the U.S. But at the same time new social platforms are coming online like BeReal, Mastodon, and Post.

6. Now Taking Off – Artificial Intelligence and Machine LearningQuantifiable Results

ChatGPT has taken the world by storm, and brands are increasingly using AI and machine learning to optimize their marketing efforts. AI-powered tools can analyze social media conversations to understand the sentiment around a brand or product or analyze historical data to predict future trends and customer behavior. With these insights, marketers can make more informed decisions about their campaigns and messaging. What’s more, AI can also assist in creating content— headlines, social media posts, and even longer-form content like articles and reports. AI can help you be more efficient, effective, and data-driven in your marketing and PR efforts. 

So, there you have it: SKC’s handy guide to the top PR and marketing trends for 2023. They're impossible to overlook if you’re serious about taking your business to new heights. These six top PR trends can help to guide your strategy. And so can SKC! Schedule a complimentary consultation with our team:  

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