No matter how you performed in the previous year, 2020 has been a roller coaster with ups and downs in our new reality, unstable economy, and society. Regardless of where in the world or what type of business, that year has been a busy year for PR as well. Whether it was public health releases, launching new procedures for Covid-19, cancelations, and/or social distancing campaigns, there were many occasions to pitch, announce, and/or deescalate. As we come to the vaccines rolling out, it is time to take a breath, look back and start analyzing Public Relations trends. Let’s discuss each one of them in detail and you will find success in your public relations campaigns by adopting these Public Relations Trends.
Public Relations Trends 2021:
It may be surprising for you, but the future of PR is predictive analysis – powered by Artificial Intelligence (AI) and Machine Learning (ML).
How it mat be useful for PR experts? Based on historic data trends, predictive analysis tools can be used to understand current and predict next topics and issues that are likely to capture audience attention.
Another growing trend is that of data-centric PR managers who are using predictive analytics tools in their day-to-day work. Predictive analytics tools will simplify the process of the search the importing data and extracting valuable insights to the benefit of brands and customers.
With millions unemployed and thousands more unable to work due to COVID-19, companies need to understand who they are communicating with on a human-to-human level. Companies and PR experts have to consider how their brands are relating to people’s actual psyches, emotions, and complexities. And if they’re missing the mark by leaning into their virtual and artificial personas, roles, or abstract profiles.
Many companies have started to take a more consumer-centric approach in promotion but this is still not a rule for everybody now. So double-check your PR strategy and rework your entire internal and external communication to focus on the individuals you’re trying to reach, whether it be customers or employees.
“Raw Video” is the New “Produced Video”
Short-lived content continues to perform very well with Tik-Tok, Instagram, and Facebook Stories. Many businesses and content creators are finding fantastic success with this short-form format that is accessible for only 24 hours.
Such content will continue to beckon because it’s easy to create due to its more easy-to-produce and informal nature. And this is making it a useful tool for individuals and brands alike that are trying to increase their sphere of influence. When paired with content creation tools like TikTok, this fast content will continue to drive high engagement and conversions.
Content Consumption Habits Are Changing
With many people worldwide at home, people have started to consume more content but in a new way. People stopped commuting to and from their workplaces. Downtime at your desk doesn’t exist when your children are learning remotely with you at the kitchen table.
Brands need to share their content and reach audiences differently. Short-form storytelling (60 seconds max) will be the only effective way to grab your audience’s attention in the future. Any longer and your target audience will skip your post.
Certainly, you’ve heard many times the phrase “Content is king.” The idea is that all you have to do is create quality content, and the world would beat a path to your door. Well, the value of this suggestion plummeted once everyone began creating content.
Today, we have a new king running the show. I’m sure, that relevance is the next important principle when developing content. Relevance should be your top priority when it comes to combining PR and SEO to “own” specific topics, terms, and knowledge in your business.
If relevance is king, then targeted distribution is his queen. Previously, industry winners were those who built a big community and effectively distributed their content among their following. It was only later that companies began to realize much of their following was not all that valuable.
For the next two to three years, your ability to dominate any industry will depend on getting your message across to a relevant audience. These are the people who care about and need your service or product—and are in a position to act on—what you have to say.
- Think You Know All About Content Marketing? Think Again
- Content Distribution Strategy
- 5 Ready-to-Use “Small Budget” Content Marketing Tips for ALL Businesses
Earned and Owned Media
In 2021, the combination of earned and owned media is as hot as ever.
Owned media includes your own channels, such as those on Facebook, Instagram, Youtube, blog or it can be the website that you’re running.
Earned media is when the press and public shares your content and speak about your business. That’s why this process is called earned—your product or service, your efforts, or something else you’ve done has earned you mentions on the media outlets.
This is going to be huge, and one thing that matters to get earned media interested is dependence on the previous trend — relevance is the key. Sending the right PR pitch to the right journalists can provide you with brand awareness and the attention of your target audience. To realize it you need an impressive list of contacts. If you don’t have it, you have to start earning them or use some outsourcing PR services. One of them is credible and affordable PRnews.io. This team will write, pitch, and distribute your stories at a fixed price to relevant publications with the audience you need. With their huge experience, skilled team, and impressive contact base, they know how to make email pitches to be appealing, catchy, and captivating to involve the authoritative newspapers and magazines.
Senior managers have a renewed voice and purpose
People became more socially aware than ever before. As a result of the social movements all over the world, consumers are keeping an eye on the brands to see their behavior in crisis, their reactions to the issues, thus catapulting business leaders into the limelight. In 2021, leaders’ opinion and their content will be invaluable as consumers seek to do business with and align themselves with brands that share similar values and beliefs as they do. Proactively use your social media accounts to give your leaders a platform and a voice to be heard by potential clients.
PR Storytelling keeps the hottest position in public relation trends. Every day some new product is created and not every product can earn the attention of journalists. Creative storytelling in the case of product promotions has to engage and transfer an idea of what fantastic life would people have with your product or service.
“THE MOST POWERFUL PERSON IN THE WORLD IS THE STORYTELLER. THE STORYTELLER SETS THE VISION, VALUES, AND AGENDA OF AN ENTIRE GENERATION THAT IS TO COME…”STEVE JOBS.
PR storytelling is important as it explains to the audience the background of the product, why they need it, and how it improves their own life. Telling someone they need a certain tea versus telling them about where it grew, and how they can become a part of this cycle of nature and enjoyment, has a noticeably different impact.
Go Green | Public Relations Trends
The green movement is probably the most effective way to not only help the environment but also your PR strategy and beyond.
Firstly, you can apply a sustainable workplace or amend the production. You may begin with energy-efficient lighting as well as recycling practices. Also, you can encourage your team to bike to work, and use locally produced goods.
Secondly, you can sponsor green non-for-profit organizations in your local community. Such initiatives create an emotional connection between you and consumers, which will positively impact your brand, bring you long-term benefits and an edge over your competitors. It’s clear that you must go green or go home.
Conclusion: Public Relations Trends
The post-pandemic business environment brings both challenges and opportunities to PR and communication teams. With more businesses going remote and to online platforms, it’s transforming traditional PR tactics and methods, that frees up the place for experiments and creativity.