Held July 25-26 and hosted by PRSA Orlando in partnership with PRSA Sunshine District, SunCon 2024 brought together some of the brightest minds in communications and PR to discuss the importance of strategic storytelling in developing and implementing effective public relations campaigns and beyond.

Here are the key takeaways from this year’s event:

1. The Line Between Internal and External Communications is Closing

What is Sent Internally Now Shows Up on External Platforms

The boundary between internal and external communications is increasingly blurred. Information shared within a company often finds its way onto public platforms, making transparency and consistency essential.

Employees are Advocates for Your Brand

Employees are not just staff; they are ambassadors for your brand. Their voices and actions can significantly influence public perception. Encouraging and equipping employees to positively represent the company is more crucial than ever.

Companies Need a Modern-Day Employee Communications Plan

To keep pace with the changing dynamics, companies must develop robust internal communications strategies that align seamlessly with their external communications. This includes leveraging modern tools and platforms to engage employees effectively and ensure they are well-informed and motivated advocates.

2. Print and Broadcast are Still Leading Pillars of the Comms & PR Industry

Broadcast and Print Used to Be the Only Key Players

Historically, print and broadcast media dominated the communications landscape. These traditional mediums were the primary channels for reaching large audiences and shaping public opinion.

Digital and Social Have Cemented Their Place at the Table

The rise of digital and social media has transformed the industry, providing new avenues for engagement and content dissemination. These platforms offer immediacy and interactivity, enabling brands to connect with audiences in real-time.

Big Print and Broadcast Still Set the Pace

Despite the growth of digital and social media, traditional print and broadcast outlets often set the agenda. Stories that gain traction in these mediums frequently become viral topics on social platforms, underscoring their enduring influence.

3. Data Drives Everything

Businesses Need to be Numbers-Driven to Succeed

In the modern business environment, data is king. Companies that harness data to inform their strategies and decisions are better positioned to succeed.

Quality Data is Required for Quality Insights

Accurate and comprehensive data is the foundation for meaningful insights. Investing in high-quality data collection and analysis is essential for making informed decisions and identifying opportunities.

Look at Trends and Microtrends to Identify Opportunities and Risks

Staying ahead requires monitoring both macro trends and microtrends. Understanding the nuances of these trends can help businesses anticipate shifts in the market and respond proactively.

Example: Stanley Drinking Cups

Stanley, traditionally a blue-collar brand, experienced a dramatic shift when their drinking cups became a viral sensation on TikTok. This led to a surge in sales from 75,000 to 750,000 units annually. By analyzing big data, Stanley was able to quickly forecast and plan for this drastic increase in demand, showcasing the power of data-driven decision-making.

4. Embracing Change is Critical to Your Career

Change is Happening at a Quicker Pace

The communications and PR industry is evolving rapidly. From the advent of social media to the rise of analytics and now AI, change is constant and accelerating.

Have a 3-Year Plan and Upskill Yourself

To thrive in this dynamic environment, professionals need to be proactive. Developing a three-year plan and continuously upskilling is essential. Staying ahead of the curve requires adaptability and a commitment to lifelong learning.