Innovation

2024 State of Comms: 7 Reports and Studies We’re Keeping an Eye On

As we round out the first quarter of 2024, IABC’s Professional Development & Content Committee has kept a pulse on emerging reports and studies relevant to communicators. The group paid attention to global perspectives, annual reports from large firms, futurists and LinkedIn influencers.  

What follows is a list of seven reports, each with a summary and key points the committee felt most relevant to the IABC community. Consider this your peer-to-peer guide to some of the latest research that can help you and your team chart a course for the remainder of the year.  

Reports are listed in alphabetical order by organization/author.

“Navigating Change: Recommendations for Advancing Undergraduate Public Relations Education,” from the Commission for Public Relations Education (CPRE)

A Glance at the Report

CPRE released its signature report late last year, outlining critical areas educators and practitioners alike must focus on to help shape the next generation of PR professionals. “Navigating Change” draws on year-long discussions, research and survey responses from nearly 200 educators and more than 460 practitioners around the world, including IABC members. The six key areas are the future of the PR workplace, critical thinking, data insights and strategy, ethics, diversity, equity and inclusion, and public relations as a driver of social change. Two IABC members sit on the CPRE board and IABC was a sponsor of the report.

Key Points for Communicators

For any practitioner in a hiring or management position, this report offers insight into the worlds of undergraduate students and the entry-level workforce. As many students and new-to-career individuals have spent the last four years adapting to a hybrid world, seasoned communicators have an opportunity to help the next generation acclimate to workplace dynamics and best practices for navigating the profession.

Interestingly, ethics remains high on the priority list in this report, underscoring the need for ethics to remain a guiding force in the work of the communicator, regardless of experience.

The report also highlights the value in bridging the gap between graduation and employment, where educators and employers can partner via internship opportunities, mentoring programs and informal meetings. Ultimately, this report serves as an invitation to start (and continue) a dialogue between the two parties.

For more on the report, listen to an episode of PodCatalyst, “PR Education: What Does the Next Generation Need to Succeed?” Matt Tidwell, IABC executive board member, interviews lead editors of the report, Drs. Pamela Bourland-Davis and Elizabeth Toth.

Submitted by Kristin Frankiewicz

Read the Full Report

“2024 Edelman Trust Barometer,” from Edelman

A Glance at the Report

The 2024 Edelman Trust Barometer is Edelman’s 24th annual global survey, reporting findings from 32,000 respondents in 28 countries. Each annual report focuses on trust, viewing it as "the ultimate currency in relationships between institutions — ranging from businesses to governments, NGOs, and media — and their stakeholders.”

This year’s report focuses on innovation and a trust paradox underlying the public’s adoption and implementation of innovations: “Rapid innovation offers the promise of a new era of prosperity, but instead risks exacerbating trust issues, leading to further social instability and political polarization.” As effective communication is fundamental to nurturing trust, this report serves as a significant barometer of the communication landscape in 2024.

Key Points for Communicators

Given this trust paradox and the central role communication plays in establishing trust in all institutions, this year’s survey has several key points for communicators:

  • Public trust is waning in all institutions, although businesses are the most trusted of all institutions.
  • Most respondents do not trust institutional leaders to tell the truth and think institutional leadership is “purposely trying to mislead people.”
  • Most respondents believe innovations are often mismanaged and lack scientific and ethical vetting.
  • Perceptions of mismanagement result in more rejection and less enthusiasm for innovations.
  • Respondents trust their peers and scientists equally.

These findings suggest that communicators within business, government, NGOs and media sectors can play a pivotal role in facilitating the public's acceptance of innovations. Establishing transparency in messaging between institutional leadership and the public can be instrumental in building trust. Transparency regarding the nature of innovations, their management, and the processes of scientific and ethical scrutiny is imperative. Leveraging various communication channels such as press releases, web and social media platforms, and news coverage to disseminate information about leadership and vetting processes can aid in establishing public trust in innovations.

Moreover, optimizing online search results about innovations is crucial as most respondents rely on online searches for information gathered from institutions and their peers. Respondents also indicated that they trust organizational communication channels more when they provide avenues for listening to public concerns and allowing for questions about innovations. Opening such communication channels fosters trust and enables leadership to address the societal impacts of innovations effectively.

Submitted by Kelli Cargile-Cook

Read the Full Report

“2024 Gallagher State of the Sector,” from Gallagher

A Glance at the Report

Now in its 16th year, the Gallagher State of the Sector is considered a leading annual report that offers insight to trends and progress in the field of internal communications. This year’s research draws on input from 2,300 survey respondents across the world. Key findings point to themes around redefining the role of the communicator, from their business savvy to how technology and AI in particular play a role, people management skills and well-being.

The report’s format is robust, offering survey data in an easy-to-digest format, insights from experts at Gallagher and quotes from survey respondents offering the communicator’s point of view. 

Key Points for Communicators

While the entire report is geared toward the internal communicator, there are a few points worth calling out for further discussion and review:

  • Strategy pays off: The report found that when communicators play a strategic role — compared to a supporting or advisory role — average employee understanding increased. From the communicator’s perspective, Gallagher’s data suggests that playing a strategic role leads to a stronger sense of purpose and ultimately well-being.
  • Measurement remains a priority: 84% of respondents said they want to measure more often or comprehensively to make a case for ROI, despite facing barriers like lack of time and resources. 
  • AI is not a fad: 60% of respondents are experimenting with AI or developing their own solutions. While its exact use and effectiveness remain a gray area for some, getting familiar with the technology seems to be a strong starting point. 35% of respondents indicated their organizations have people responsible for managing use of AI.
  • Career outlook is middling: Only 32% of internal communicators cited their job as a passion and vocation, while 44% said they love the job but could see themselves happy elsewhere. Gallagher believes there’s opportunity to reconsider the role of the communicator and within the report offers eight actionable takeaways to help internal communicators prioritize what will move the needle in the next year. 

Submitted by Kristin Frankiewicz

Read the Full Report

“IABC Guiding Principles for the Ethical Use of AI by Communication Professionals,” from IABC

A Glance at the Report

With the rapid implementation of generative AI, IABC has released guidelines for members and their organizations to apply IABC’s Code of Ethics to use of artificial intelligence, machine learning and similar technologies. Members of the IABC Ethics Committee developed the principles for communicators to best harness the potential of AI responsibly and with integrity.

Key Points for Communicators

The Guiding Principles emphasize that humans must always be at the center of concern by using AI to create positive and transparent experiences that avoid harmful consequences and instill trust in the communication profession. Ethical communicators use accurate information that is impartial and fair. They remove bias and are sensitive to others' cultural values and beliefs.

Ethical use of AI also requires compliance with legal, regulatory, and corporate governance policies. This includes protecting personal and/or confidential information of others and accepting responsibility for fact checking and verifying the output of AI-generated content.

For details about the seven guiding principles, explore the links below.

Additional Resources:

Submitted by Joe Bobbey

Read the Full Report

“34 Big Ideas That Will Change Our World in 2024,” from LinkedIn News

A Glance at the Report

This report makes big, bold predictions about changes in key areas: energy, workforce/jobs, climate and environment, health care, technology in several forms and world political affairs. While the predictions are bold, it comes in the form of predicting more temperate shifts in some key areas and bigger shifts in others. Notably, they predict a return to work from retirees, the hype around AI will moderate but could cause disruptions in the workforce and private equity firms will be reined in.

Key Points for Communicators

For communicators, this report has trends we should track and potentially prepare to respond. In the area of workforce changes, the authors suggest a focus on the employee experience, particularly for Gen Z, who are starting to work multiple jobs to make ends meet and save for retirement. There is also a potential for a great “unretirement” from those who participated in the “great retirement” during 2020, partly spurred by the pandemic.

AI as a disrupter will continue, although the number of AI tools will shrink as happens frequently with new technology. One of the biggest AI disruptions communicators should follow could be in the area of collective bargaining for new workforces who are concerned about technology taking their jobs. The authors point to screenwriters and Starbucks as key examples.

The rise of IPOs in 2024 is another prediction communicators might want to watch. Coupled with that trend is an interesting one that says that business may start moving away from “growth at all costs” and see a move toward growth that meshes with other factors such as health and well-being and environmental issues.

Submitted by Donna Itzoe

Read the Full Report

“The 10 Biggest Business Trends For 2024 Everyone Must Be Ready For Now,” by Bernard Marr

A Glance at the Report

Although futurist and author Bernard Marr admits an uncertain global economy will make companies cautious to spend on "radical new ideas" in 2024, there are a number of technological and societal trends that can't be ignored. Despite technology driving many business trends, understanding the promise and limitations of the new technology leads us to "new perspectives on what makes us human."

Key Points for Communicators

The growth of generative artificial intelligence (AI) options requires business leaders to have an effective AI strategy for applications like those that can automate the customer experience. At the same time, improving the customer experience will involve seeing that "every single interaction and experience makes the customer smile" in 2024. Internally, the rise of AI will require companies to work harder to see that its use does not negatively affect their diversity and inclusivity efforts.

While maintaining and growing a workforce that is more technologically capable and savvy, organizations will increase investment in developing people's soft skills, such as emotional intelligence, communication and thought leadership. Hiring practices will focus more on specific skills required for a role as organizations navigate the challenge of attracting candidates during a time of skill shortages. Communicators will have opportunities to support soft skill development within the workforce while they ensure their own skills match the organization's critical needs.

Submitted by Joe Bobbey

Read the Full Report

“Journalism, Media and Technology Trends and Predictions 2024,” from Reuters Institute and The University of Oxford

A Glance at the Report

“Embracing the best of AI while managing its risks…”

This report focuses on the disruption of AI in 2024, especially its impact on the reliability of and trust in news in the context of significant elections and ongoing conflicts. AI disruption will significantly impact content distribution as publishers grapple with the changing face of search, and the reduction of referrals from social media. While these are significant challenges, the report also looks at some of the opportunities ahead, surveying 300 leaders from 50 countries.

Key Points for Communicators

The decline in social media referrals means many publishers will focus more on their own direct channels, including newsletters and podcasts, and use channels such as WhatsApp and LinkedIn for link sharing and building new audiences. Video networks (TikTok, YouTube) will be key to compete with content creators for young audiences. Meta’s Threads is predicted to become more newsy and political, offering possibilities for building audiences for news publishers.

As readers grow fatigued with major news stories such as Gaza and Ukraine, publishers will look to better explain complex stories, focus on more solutions-oriented approaches to storytelling and tell more inspirational human stories, particularly when it comes to stories about climate change. AI content generation is still considered reputationally risky, but publishers see lots of opportunities in backend uses. Creating content that can’t be replicated by AI will be a focus and transparency around AI use a priority.

Submitted by Justine Costigan

Read the Full Report

Additional Reports to Consider

Special thanks to IABC members who responded to a call for reports via discussion on The Hub. The following reports were also shared for consideration:

Tags: communication research, community relations, research, trend report