2020 was certainly a year for the record books. Our team took time to reflect on the events of the past year and what we believe will happen in 2021. To follow are our PR industry predictions.
1. Reset your research
“Pivot” was one of the most-used words of 2020. After all, for most businesses, adapting to the pandemic was not a one-off event. With a vaccine now being distributed in the United States, we can perhaps start to think about what the “new normal” really means. And with that comes the need to gather fresh data. How are your customers feeling? Did they make major life changes in lockdown? Have their priorities shifted? Take the time now to make sure you have access to the right analytics tools and consider dedicating budget to market research in 2021.
2. Rise of local news
The pandemic may be global, but our sources of trusted information in 2020 were often local. Research from Pew showed most Americans paid equal attention to national and local news about COVID-19 this year. Looking ahead, local news can play a major role in mitigating the dangers of misinformation if the industry can figure out a sustainable revenue model. As Dana Priest of The Washington Post said during the first surge of the pandemic, “Local media are a national security asset. When they are weakened, bad things happen.”
3. Work goes hybrid
Many people believe children need to be in-person for school as soon as possible, which is why we started talking about hybrid options early in the process. But when it comes to work, the sentiment has been “if you can work from home, do.” While some companies have already announced employees can work remotely for an indefinite period of time, we believe many industries will begin to push for in-person as soon as it’s safe. Being together — at least part of the time — is particularly important for new hires and younger employees.
4. PR generates & warms leads
Business people are making major decisions while working from their dining room tables. In times of uncertainty and isolation, customers and prospects need to hear from you early and often. They want to know what you stand for, that they can trust you and that you care. With salespeople not being able to take in-person meetings or attend trade shows, we’ve seen an increased need for PR from the top to the bottom of the sales funnel. To survive long-term, it’s critical that we collaborate, not compete, with our colleagues in sales to win new opportunities.
5. Bubbles begin to pop
Our worlds got a lot smaller in 2020. At some point in the coming year, we will begin to reemerge and that will represent yet another shift in how brands connect with people. Which channels will we keep and which will we give up (can you say Zoom fatigue?)? We believe there is pent-up demand for outside influence and perspective. It may be a while before we are shaking hands or meeting for after-work drinks, so expect creative approaches to networking. Think about how your brand can be helpful and meet people where they are. Of our PR industry predictions, we hope this one is more than wishful thinking!
6. “Shared” media comes into its own
Hungry for news about — and distractions from — the pandemic and the election, we turned to social media channels at record-breaking rates. A case in point: the surprising explosion of long-time tween and teen favorite TikTok among adults. That said, some influencers fell out of favor when they broke COVID-19 guidelines (I’m talking to you, Kim). We predict micro-influencers will continue to gain traction in the new year — offering a level of accessibility that better suits the times — and remind us sharing can be caring, especially when we’re physically apart.
7. Time to put up or shut up
The senseless killing of George Floyd and other Black people coupled with the disproportionate impact of COVID-19 on people of color put issues of diversity, equity and inclusion in the forefront. We saw many organizations take stands, make statements and change policies. My colleague, Natalie Felix, wrote a great post on best practices for brands responding to the Black Lives Matter movement. In the coming year, companies will have to shift from words to actions in tangible and substantive ways. Our country remains deeply divided after a tumultuous election cycle and trust in its institutions is fragile, at best. Brands can help by living their values and giving hope for real change.
Look into your crystal balls and share your PR industry predictions in the comments below.