, Feb. 1 -- This year, the industry sees a transformation from traditional methods to more innovative and data-driven approaches, focusing on building trust, engaging through authentic influencers, interactive content, and integrating artificial intelligence (AI) in PR practices.

The first notable trend is the shift towards data-driven PR. Traditionally, PR strategies relied heavily on intuition and experience. However, with the advent of big data and advanced analytics, PR professionals are now equipped to make more informed decisions. By analysing data patterns, consumer behaviours, and media trends, PR strategies become not just reactive but predictive.

For instance, a South African telecom company recently used social media analytic...