How to apply content trends to your PR work when you have just eight seconds to grab the audience’s attention?

Studies show that the human attention span is narrowing, with some reports suggesting it could be as short as eight seconds! Regardless of the exact number, it’s clear that PR professionals don’t have the luxury of time when it comes to attracting someone to engage with our content. With millions of new pieces of content produced daily and only seconds to capture attention, making content stand out and engage audiences is a significant challenge for content creators.

To better utilize these precious eight seconds, here are some trends that PR and communications professionals should keep in mind when crafting content:

Less is More – Simplify Your Message

The rise of social media platforms that focus on short-form content, like Twitter, TikTok, and Instagram Stories, shows that people prefer brief, punchy stories. Your brand message should be concise, delivering value quickly. Use images and videos to condense lengthy text, making the message easier to digest. 

This applies to media pitches as well. Grabbing attention right from the subject line and keeping the body crisp with short bullet points or just a few sentences—paired with visuals if possible—can help convey your client’s message more effectively.

Quality Over Quantity

As content gets more condensed, its quality becomes even more important. While attention spans may be shorter, content that is highly relevant, engaging, or entertaining can still hold the audience’s focus for longer periods. For example, podcasts are popular despite their long-form nature, showing that well-crafted content can still capture and retain attention.

In media pitching, personalized pitches work more effectively than mass strategies. Tailoring stories to fit the demographics and preferences of each publication’s audience is crucial. Staying up to date with industry discussions will help you find hooks that resonate with your brand’s message and create content that speaks directly to your target audience.

Create Connections with Empathy and Understanding

Understanding your audience’s needs and pain points is key to creating content that resonates. By positioning yourself as someone who knows and cares about your readers, and offering tangible solutions to their problems, you increase the chances of them engaging with your content. Craft your brand message from your audience’s perspective, focusing on what matters most to them.

Beyond empathy, building a socially responsible brand image is essential. Consider current global events, whether positive or negative, when planning your content to ensure that your message aligns with the broader context and isn’t negatively impacted by bad timing.

AI-Driven PR Solutions

Artificial Intelligence (AI) is playing an increasingly prominent role in PR, from automating content creation to providing predictive insights and data analytics. AI-driven tools can enhance targeting and personalization, making campaigns more efficient and effective.

By 2025, AI tools will become even more advanced, offering deeper data analysis and optimization capabilities. PR strategies will need to integrate these tools to maximize impact and measure success with greater precision.

Purpose-Driven and Social Impact Initiatives

Brands are under growing pressure to demonstrate their commitment to social responsibility and purpose-driven initiatives. PR efforts will need to focus on highlighting genuine contributions to social causes and addressing broader societal issues.

By 2025, the expectation for brands to integrate social responsibility into their core values will be even more pronounced. PR strategies will need to reflect this shift by showcasing meaningful impact and aligning with current social and environmental trends.

Enhanced Data Privacy and Ethics

With increasing concerns over data privacy, there is a heightened focus on ethical data practices and transparency. PR professionals will need to navigate complex privacy laws and ensure that data is used responsibly.

By 2025, adherence to data privacy regulations will be crucial. PR strategies must include robust data protection measures and transparent communication about data usage to build and maintain audience trust.

Interactive and Personalized Content

Interactive and personalized content is becoming essential for engaging audiences. Using multiple platforms to create interactive experiences—such as live events, webinars, and personalized storytelling—can drive engagement and showcase your brand effectively.

By 2025, creating immersive and interactive content will be a key strategy for capturing and retaining audience attention. PR professionals will need to leverage the latest technology and data to craft highly personalized and engaging content experiences.

Keep Learning, Stay Creative

Ultimately, there is no one-size-fits-all formula for content creation. Don’t limit your creativity—reach for new opportunities, keep learning, researching, and honing your skills to continually improve your content creation capabilities. And ask for help when you need it.

“Life was a willow, and it bent right to your wind” – Taylor Swift

Tracy Doan
DIGITAL PR SPECIALIST

Updated by Ayo Supangco for 2024