As 2024 draws to a close, it’s time to reflect on the events and trends that have shaped the landscape of public relations and communications over the past year. From global elections to viral social media phenomena, these stories captured the world’s attention and significantly influenced how brands and organisations communicate. Let’s delve into three of the most impactful developments.

Global Elections and Their Ripple Effects

2024 was an enormous year for elections, with more than 70 nations worldwide going to the polls.  The US presidential election, in particular, dominated global news cycles as debates over issues like climate policy, economic inequality, and social justice ignited passionate online and offline discussions. The impact of this political landscape on PR and communications was profound.

For PR professionals, the election underscored the importance of agility and preparedness. Messaging had to be carefully tailored to avoid alienating audiences during heightened political sensitivity. Brands faced increased scrutiny over their public stances on key issues, leading many to take a proactive approach by aligning their communications with their corporate values.

In addition, AI-driven micro-targeting in political campaigns sets new benchmarks for precision in audience segmentation. This trend has clear implications for PR, where hyper-personalized content is becoming the norm.

Social Media Sets the Trend Agenda

Social media continues to be a powerful force in shaping global trends, and 2024 was no exception. Two notable phenomena stood out: the rise of the ‘Demure’ and the viral sensation of Moo Deng.

Creator Jools Lebron sparked the ‘Demure’  trend with her viral videos showcasing demure makeup and workplace-appropriate looks, one of which garnered over 35 million views and 3.5 million likes, propelling her to 1.7 million followers. 

Since 7th August, more than 138,000 TikToks in the U.S. and 285,000 globally have used the #demure hashtag. The trend has transcended TikTok, with memes on X garnering significant attention, including one post receiving over 590,000 views. Celebrities and brands like Lindsay Lohan, Taylor Swift’s backup dancer, and Netflix have joined in, solidifying “demure” as the cultural buzzword of the season, and “Demure” is Dictionary.com’s word of the year.

Thailand’s own Moo Deng has also disrupted the global zeitgeist with the pygmy hippo calf captivating the internet, and Time Magazine hailing her as an “Icon” and a “Legend,” proclaiming, “She Is the Moment.” Her meteoric rise to fame has been nothing short of unstoppable. You can read more about Moo Deng’s rise to fame and influence on PR and Comms in our previous article on the subject. 

The Transformative Role of AI

Artificial Intelligence (AI) continued its rapid ascent in 2024, fundamentally transforming the PR and communications landscape. From content creation to audience analysis, AI tools have become indispensable for professionals seeking efficiency and precision.

However, the growing reliance on AI also brought challenges. Questions about authenticity and potential bias in AI-generated outputs emerged as critical concerns. PR professionals had to balance leveraging AI’s capabilities and maintaining the human touch that fosters genuine connections.

Looking ahead, the integration of AI in PR is poised to deepen, with innovations such as predictive analytics and immersive technologies like virtual reality reshaping how brands engage with their audiences. The key takeaway for communicators? Embrace AI as a tool, but ensure that creativity and authenticity remain at the forefront of all strategies.

The events and trends of 2024 have reinforced the dynamic nature of PR and communications. Whether responding to global political shifts, capitalising on viral social media trends, or harnessing the power of AI, the ability to adapt and evolve remains critical. As we move into 2025, staying informed and agile will be the key to navigating this ever-changing landscape.

Staying ahead of trends and identifying emerging threats and opportunities are critical for safeguarding and growing a business. At Midas PR, we excel at monitoring the ever-evolving landscape, helping clients anticipate changes and adapt their strategies. Keeping a finger on the pulse of cultural and industry shifts ensures our clients remain agile, proactive, and well-positioned for success.

Contact us at www.midas-pr.com or email us to discuss how we can support your organisation in 2025.

From all of us at Midas PR, we wish you the warmest season’s greetings and a new year filled with health, happiness, and success!