The communications landscape underwent a seismic shift in 2024. From the emergence of AI-powered content generation to the transformation of traditional journalists into personal brand powerhouses, these changes are fundamentally reshaping how organizations communicate with their audiences. As transparency and authenticity become increasingly vital, companies and their communicators must adapt to a new reality where technology and human connection are inextricably linked. Here are the most significant trends we saw in 2024:
New Focus on the Safety of Executives
As Amazon workers are striking in an effort to unionize, they follow a growing trend among Americans who are collectively frustrated and becoming more vocal about shareholder capitalism. The recent tragic murder of UnitedHealthcare CEO Brian Thompson has heightened discussions on the safety of company executives, particularly in healthcare. This could lead to limitations on access and transparency, such as more thorough screening of social media connection requests and careful topic selection. We are currently working through these discussions with our clients to assess executive visibility on a case-by-case basis particularly as we prepare for JP Morgan Healthcare in January.
Proposed TikTok Ban
The Supreme Court announced it will review TikTok’s challenge to the federal court that could ban the app, scheduling oral arguments for January 10, just days before the law is set to go into effect. “Designed to address legitimate national security and privacy concerns,” the ban was introduced by the Biden Administration in April. Several companies, including Amazon, are purported to be in talks with parent company ByteDance to purchase the platform and operate it as a US company.
The Growing Need for Transparency
The most successful crisis communications strategies in 2024 have been those that prioritize transparency and authenticity. The numbers can attest, with 70% of consumers more likely to trust a company that communicates transparently during a crisis, according to the Institute of Public Relations. With exponential growth in social media use, companies must take accountability and immediate action that makes their efforts to combat the issue at hand clear.
AI and Responsible Creation
Artificial intelligence has become a game-changer in media production with outlets strategically leveraging AI tools to generate content. The key challenge is striking a delicate balance between technological efficiency and maintaining the human touch that audiences crave. Audiences are increasingly looking for ways to trust their information sources and there’s mounting pressure on media sources, influencers, and companies to validate their stories authentically. These trends emphasize the need for clear ethical use guidelines and transparent communication strategies. Within healthcare, the FDA has issued several guidelines this year on the use of AI in medical products and drug development aimed to balance patient safety with the use of innovative technologies. We believe the Agency will continue to remain supportive yet cautious.
The Rise of the Personal Brand Journalist
Traditional journalism is undergoing a radical transformation. Journalists are no longer just reporters; they’re becoming personal brands and content creators. Among local news reporters, many have TikTok accounts sharing behind the scenes intelligence gathering. This provides a new level of intimate, personality-driven connection to audiences, which over time could influence who and which journalists they trust.
The shift is driven by independent newsletters that offer direct audience connection, podcasts that provide in-depth, personality-driven storytelling and platforms like Substack that enable direct monetization of expertise. In our world, we’re watching heavy weight reporters like Endpoint’s Beth Snyder Bulik launch her own newsletter, Marketing and Pharma, to former FDA staff launching a Substack about regulatory initiatives. The modern journalist must now navigate the complex terrain of being both a credible expert and an engaging personality, creating unique content that stands out in an increasingly crowded media landscape.
Show and Tell 2.0
Visual storytelling has reached new heights with virtual and augmented reality technologies. Particularly in complex fields like healthcare, these technologies offer unprecedented ways to explain intricate concepts visually, create engaging, quick-to-consume content, and connect with audiences, especially younger demographics who prefer short-form video experiences. AR and VR are even being used in modern medicine studies where surgeons can simulate surgery before it is performed to help them think about various scenarios.
Evolving Influencer Dynamics
Influencer culture is no longer just about popularity—it’s about creating genuine connections. Trends show a growing need for authentic storytelling, partnerships between companies and influencers for educational content and emphasis on building trust through transparent and ethical communication. Look no further than political influencers who received priority access to this year’s Democratic National Convention over mainstream journalists; this is just the start of a more significant shift towards influencer generated content particularly as it resonates among younger generations. In the case of influential TikToker Nina Pool, who become the subject of controversy after she gave her followers advice for over-the-counter PMDD treatments, is calling into question the regulation of content offering medical advice or treatment recommendations from non-professionals.
Short-Form Video Revolution
Quick, immersive content continues to dominate, with platforms prioritizing bite-sized, engaging video narratives, storytelling that captures audience attention in seconds and leveraging technologies like VR and AR to enhance visual communication. The future of communications is not just about broadcasting messages—it’s about creating meaningful, immersive experiences that resonate with audiences on a deeper level.
Needless to say, it was a dynamic year with a lot of unexpected turns. We’ll be back in January with rested heads, fresh eyes and a new blog! Until then, we wish all our readers a wonderful, restful holiday season.
Whether you’re navigating the complexities of AI in content creation, developing an authentic executive communications strategy, or exploring innovative ways to tell your story through emerging technologies, Green Room is here to help shape your communications approach for 2025 and beyond. Let’s connect!
