What 2024 taught me, and what I’m taking into 2025
As another year draws to close, 2024 has felt particularly transformative.
Trump is President elect and Time’s person of the year, TSwift has finished her Era’s tour, interest rates remain on hold and Raygun became a household name. There truly has been something for everyone.
Key themes that have dominated public discourse have been cost of living pressures, including housing affordability, energy concerns and will AI take over?
Like many, I have been pondering the intersection of technology and relationship with traditional media following the results of the US election. It has been slated as the first ‘internet election,’ but has it signalled the death knell of ‘legacy’ media – as espoused by Elon Musk?
Over 2 billion people worldwide participated in various elections, marking unprecedented global civic engagement. Australians are also gearing up for next year’s federal election, this will be the first election that millennials and Gen Z will surpass Baby Boomers at the ballot box.
A quick recap of other events from 2024 The Paris Olympics, Jessica Fox established as Australia’s GOAT, wars between Russia and Ukraine, Israel and Palestine, Spain won the UEFA European Championship, McLaren won the constructors Championship in FI, Max Verstappen remains World Champ, for Real Housewives fans Kyle and Mauricio announced their separation, P Diddy was arrested and the Australian government passed the social media ban for under 16’s.
So as a comms professional, what have I learned from 2024?
Humans need human stories
Like many, I have been experimenting with how AI can be incorporated into my business to increase productivity and create more value for my clients. As a one woman show, the application of AI in streamlining operations has been immense. While I believe that AI will revolutionise how we live and work it also reinforces the need for authentic human stories. I’m sure we have all seen the uptick in AI generated content across socials, yet we still value the insights that are a bit messier and feel more human than a beautifully articulated point of view.
I’m hopeful that AI will enable us to increase productivity to spend more time with family, start a hobby or learn that language we have been putting off for when things ‘calm down.’ Embracing this technology is a massive opportunity to truly work smarter not harder, however it will also lead to massive social and cultural shifts of which I don’t think we can prepare for.
Community and connection is Queen
Building a community is becoming the number one priority for businesses and engaging in two-way dialogue is critical to building trust. Trust is the greatest commodity we have. As brands continue to engage in a public setting building trust with clients, consumers and your broader audience is more important than ever.
I became a campaign manager in a local election back in my hometown of Gunnedah this year which taught me a lot.
1. Face to face connection is still important
2. Showing up authentically online is critical
3. Listening and responding even if its uncomfortable or you don’t have the answers is appreciated
4. The power of local media, despite the erosion of community led storytelling – more on that later
The big issue unsurprisingly was Special Rate Variations which impacted a lot of local councils across NSW and in a cost-of-living crisis was a key concern for residents already struggling with high interest rates.
Returning to my hometown was not on my bingo card for 2024 but I’m so grateful to have experienced living here through the eyes of an adult. It has taught me patience, an appreciation for the power of remote work and ultimately given me peace. I cannot recommend a stint living in regional Australia more, if only for a short period of time to understand a different way of living.
The Tswift effect
As the most successful artist of our generation, Taylor Swift’s Eras Tour offered a masterclass in PR, showcasing how strategic storytelling can elevate an artist or brand to unprecedented heights.
By framing the tour around her “eras,” Swift not only celebrated her extensive discography but also invited fans to journey through her artistic and personal growth. This strategy created an emotional connection, resonating with audiences of all ages and leveraging nostalgia as a powerful tool.
Her integration of social media amplified the tour’s impact, with viral moments like special guest appearances and surprise setlist changes dominating online conversations. Swift also proved the value of exclusivity and inclusion, making her fans feel like co-creators of the experience.
Beyond engagement, the tour highlighted the importance of adaptability; Swift capitalised on current trends and maintained relevance across different demographics and markets. Not to mention the economic impact of the Eras Tour boosting local economies, despite the cost of living challenges.
Finally, Swift’s proactive crisis management—such as addressing ticketing controversies—showed how transparency and quick responses can mitigate backlash. Proving the value of authentic storytelling, understanding your audience and maintaining relevance in an ever-evolving cultural landscape will never go out of style.
What I’m taking into 2025
More listening, less talking
Not an easy proposition given I work in comms, but if 2024 has/is teaching me anything it is that mastering the art of listening is essential to success. This applies across all aspects of life, but particularly in the application of PR. I am currently obsessed with this term ‘Story sensing’ coined from Jasmine Hyde, where you absolutely must know the pulse before you pitch.
Stepping into the arena
I took a lot more risks this year, from taking on new clients in new sectors, to pivoting strategies for existing clients and completing my second competitive pitch this year. I’m choosing 2025 as the year to continue taking risks and accepting the learnings from any failures. For all those millennials “Don’t let the fear of striking out keep you from playing the game,” (A Cinderella story/Babe Ruth).
Embracing a portfolio career
I have been quietly obsessed with Anna Mackenzie’s work on a portfolio career and what this looks like. As someone who created ABC PR to work with aligned clients and share their stories without the ambition of scaling into a large agency, I am loving learning about what a portfolio career offers.
You are not everyone’s cup of tea – and that’s OK
As a consummate people pleaser, I am embracing the saying ‘you may be the juiciest peach in the world, but people still don’t like peaches.’
Take the arrow approach
Sometimes you must go backwards to move forward – courtesy of Elizabeth Day.