Public relations is hinged on the premise of communicating with the media and customers. But as our entire ecosystem shifts during the pandemic, the role of PR has springboarded into a different role entirely. As we gear up for 2021 a lot of PR agencies are investing in data and social listening tools in Q4, which means there’s a digital shift happening within PR. 

Aside from this shift, there are trends to look out for as the PR landscape will completely change in the next couple of years. This uptick in digital isn’t exclusive to PR but it crosses every business and has become a critical component in keeping brands afloat. 

Blending of PR, Customer Service, & Brand Building 

Brand building is about building consumer trust, engaging the audience, and promoting products. This means that PR pros will have to get better at listening to consumers and that includes social listening. They will have to be able to convey important consumer insights, behaviors, and data. PR’s role in controlling the narrative and reputation will also cross into customer service efforts. Social media has become a place where great news and bad news can spread quickly. If the efforts of PR are thwarted by bad customer service it only makes sense that PR will cross into this area. 

Niche PR Will Be Trending 

Brands will select PR agencies based on their specialties as new markets open up such as tech-health, tele-education, telehealth, and more that will require PR agencies to have a deep understanding of the landscape. 

Digital Agencies Will Disappear 

Brands are realizing the power of multi-media campaigns, it’s no longer just about having a single channel of telling your brand story and engaging consumers. Digital agencies will potentially evolve into creative agencies in order to keep up with the demand. 

PR Success Measured By Relationship Building 

It’s becoming evident that relationship building is a must have in order to maintain the longevity of brands. While many brands are using the Net Promoter Score approach developed by Bain & Company’s Fred Reichheld, which can identify brand advocates and detractors.