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The end of the calendar is a good time for making predictions and wishes. As we do each year, we asked PR pros for predictions. In addition, we asked them what their PR-related wishes for 2023 are. Here’s what they said.

We saw good sportsmanship during the World Cup. Yet being a good sport transcends the athletic field. Sportsmanship’s lessons work in PR and even in zero gravity, aboard the International Space Station.

A light-hearted look at how age sometimes influences writing choices. And tips for how careful PR writers can adapt and even thrive under those conditions.

Strong quotes can enhance a press release. On the other hand, too much hype in a quote will turn off reporters and other readers. Here are tips and tactics that will help PR pros craft useful quotes.

PR pros know using unethical shortcuts to gain earned media isn’t useful long-term. Instead, add Brain Engine Optimization (BEO) and backlinks to your SEO toolkit makes for a much better approach.

Communicating during a strike can present special issues. A UK-based PR pro offers insight as the country prepares for winter work stoppages.

Attacking misinformation and disinformation before they spread is the best approach, says Stefan Rollnick, a misinformation specialist. His top suggestion is deploying a monitoring regime so PR pros know their audience so well, it’s clear when misinformation or disinformation are spreading.

Smaller agencies may be frozen out of business, especially if major brands seek terms similar to those of Keurig Dr Pepper. 

Remember the unofficial rule of not advertising for the holidays before Thanksgiving? It’s out the window, at least on social media. Holiday posts from retailers didn’t even wait until November. The first one bowed before mid-October.

Overall, the mood of our PR prognosticators is upbeat as they anticipate PR continuing its recent ascension into 2023.