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2024 trends report
8 key priorities for execs and comms leaders
Key insights and strategies from conversations with 90 of the nation’s top communicators
2024 Presidential election
Every cycle brings up difficult, sensitive, hot-button issues, and the uncertainty of who will lead our nation — or what policies and protections may change as a result — can be deeply unsettling to staff.
Employees will turn up the temperature on their leaders, expecting them to once again stand up, speak out, and advocate for the people who follow them. Edelman’s 2023 Trust Barometer may show teams trust their organization more than the media, government, and other organizations, but it is a trust that is heavily scrutinized, hard won, and easily lost.
→ We share five essential strategies to succeed.
Re-prioritize your spending
In 2023, budgets got tighter, headcounts got smaller, and most organizations had to grow with fewer resources. That will ease in 2024 — with many executives saying they expect better balance and buying power.
With every department stretched, though, it will be critical to have a plan for if, when, and where you offer relief — and how you communicate those choices. Deloitte’s year-end projections show a reassuring “soft landing” of our economy and low risk of recession. So it’s time to plan spending.
→ We share four essential strategies to succeed.
... plus six other pressing priorities for leaders
Truth and trust will have an amplified impact for organizations. And in any moment when your toughest critics — the employees who expect you to lead them well — feel that what you're saying does not match what you're doing, we will hear it loudly. They will look for you to…
- Earn and uphold their trust. You cannot draw on what you haven’t built.
- Create a communication routine. Repetition is key in times of change.
- Guide them openly. They must hear from you and also feel heard.
