Ah, the good old days! Anyone working in the communications industry knows them – either from personal experience or at least from the anecdotes of older colleagues: "Back when we sent press releases by fax and cut out reports from newspapers with scissors…". Well, only Baby Boomers and Gen Xers have experienced that.
Even Millennials (hopefully) had nothing to do with fax machines. They remember, with a somewhat romanticized view, how they could send emails late at night on their Blackberry or Nokia Communicator (but not much more than that) – while 'online editors' in the 2000s were still laughed at assecond-class journalists…
My point is this: with a bit of distance, much in ourfast-paced industry quickly seems archaic: both the current technology and our way of handling information – and each other. And so, in just a few years, we will all look back with similar amused regret at the time when we still wrote press releases, articles, and social media posts ourselves – and these we reread by human recipients. This is not a bold thesis, but simply the expected course of things from today's perspective.
One thing, however, has never been wrong: continuously dealing with changes and early emerging trends. Those who understand and sensibly use new technologies, processes, and working methods early on not only stay up to date but also gain a clear competitive advantage in the constantly changing communications industry.
In our new analysis "The Future of Communications," we highlight such trends and technological changes in seven areas of our industry: Brand Storytelling, Thought Leadership, Earned Media, Social Platforms, Digital Marketing & Influencer Relations, addressing Gen Z & Gen Alpha, and, of course, the impact of Artificial Intelligence.
So, what does the future of communication look like? For a comprehensive picture, I recommend having our report presented in detail. Butas a teaser, here are three theses based on our analysis:
Eight out of ten journalists worldwide expect an increase in the use of AI in their newsrooms. Many already use advanced AI tools for operational purposes, such as automated fact-checking, real-time translation, data visualization, and personalized news content.
Some media houses are already going further, hiringAI-generated authors, creating virtual moderators, and cloning radio DJs to meet the demand for 24-hour news and constantly fresh content.
For example, the “Kölner Express” introduced 'Klara Indernach' (KI is the German word for AI) in 2023, a virtual editor named as the author when articles are largely generated with the help of AI.
The downside is the potential threat to trust in the media and the fear of misinformation. 70 % of news publishers worldwide fear that AI will weaken trust in news. The challenge of maintaining public trust in the media will therefore become even greater. News organizations must develop strategies to transparently disclose the role of AI in their work and strengthen high-quality, independent journalism to maintain this trust.
CSR and purpose-oriented marketing also dominated the award shows in 2024: 66% of the winners of a Grand Prix or Titanium Award in Cannes were purpose campaigns, an increase of 4 % compared to 2023. Most of these campaigns rely on moving emotions – either joy over achievements or honest shame or anger over lack of progress. However, the most exciting CSR campaigns of recent years stand out through the skillful use of humor, a certain surprise effect, or other unexpected stylistic devices. Think of the Carlsberg campaign "The Last Round" in Sweden, which highlighted the dangers of alcohol consumption in water sports – or the "Oh My Green!" series by MTR subway in Hong Kong, which humorously reported on sustainable upgrades.
Given the general increase in humorous marketing campaigns and the positive response to corresponding approaches in purpose campaigns, we expect that bold marketing experts will increasingly try to stand out with humor, especially in communicating CSR messages.
In the fall of 2024, more than 200 social media creators were accredited for the Democratic National Convention in the USA for the firsttime alongside traditional media. People from all population groups, especially the younger generations, now primarily use social networks to get information. For example, where available, a third of adults under 30 worldwide regularly use TikTok as their main news source.
Even if they sometimes lack formal expertise, "social journalists" like Dylan Page, aka "News Daddy" from the UK, will gain increasing influence in public opinion due to their large reach and compelling storytelling. And social media publications like Must Share News from Singapore will become more important partners for brands in the areas of earned and paid media.
In the DACH region, this trend towards general social journalism beyond niche-oriented "influencer" channels is not yet as pronounced – or corresponding offerings often have a great similarity to more traditional formats: the video podcaster Tilo Jung with his format "Jung & Naiv" is a prominent example.
Are you interested in more insights? We would be happy to present our findings in detail! Contact us at helloGermany@wecommunications.com.
Doctors place great importance on transparency in clinical research (39 %). Especially younger doctors see transparency in communication about clinical research activities as a top priority.
Building relationships with employees, clients and prospects
Doctors place great importance on transparency in clinical research (39 %). Especially younger doctors see transparency in communication about clinical research activities as a top priority.
Building relationships with employees, clients and prospects
