How PR needs to change in 2023
The past few years have been challenging for PR professionals. First came the pandemic, later followed by an excruciatingly bad year for crypto and the stock market. All these factors have influenced how tech companies will handle public relations in 2023.
PR “as usual” will move away from the norms we’ve grown used to, especially when it comes to utilizing Twitter for communicating with media. There will be a need for PR pros to change how they cultivate relationships with journalists and how they reach out to reporters. Here are the ways PR needs to change in 2023.
One of the biggest changes coming in 2023 is that Twitter will likely play less of a role for PR pros. The Elon Musk-owned Twitter is a far different platform than it was at the beginning of 2022. If he remains in control, the changes he’s enacted will greatly affect how companies use Twitter as part of a PR strategy, how journalists use it as part of their research and reporting processes (if they continue to use it at all), and how both will use it (or not) to maintain relationships.
Moving forward, I expect Twitter will play less of a role in how journalists get quotes for their articles. While Donald Trump was president, reporters became accustomed to watching his tweets if they wanted the latest details on what he was doing or even about new executive orders. Using Twitter for research has also become the norm for many tech articles, in which one often sees statements like “the company announced via Twitter.” Many of 2022’s biggest stories — such as the Luna crash and the FTX/Alameda debacle — directly quoted tweets as sources of information.
Since Musk took over Twitter, journalists have had their accounts deactivated without advance notice. This has led
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