6 Trends Impacting PR In 2020
The PR landscape is shifting quickly in 2020 as some businesses cut their PR budget and others are investing more heavily in PR. We’ve seen major brands permanently close their retail doors or file for bankruptcy as the economy takes a major hit due to the pandemic. With these new revelations, many in the PR industry had to also pivot their approach.
These are the 6 trends impacting PR in 2020 so far:
1. Reputation Management is Critical
More than ever the reputation of businesses are at the forefront. Customers are watching how they are responding to the pandemic but also how brands are answering the call to do better across industries. According to Entrepreneur, a business can lose 22% of its business after potential customers find a negative article on page one of a search. This climbs to a staggering 70 percent if there are four or more negative articles.
2. Meaningful Engagements Are Powerful
Right now with so many people still working from home, they are being bombarded with so much digital content. So customers are starting to declutter at least digitally. This is why businesses need to be more thoughtful about how they engage with customers digitally.
3. Digital PR Events
With many of us practicing social distancing PR events have seen a breakdown and as an alternative, we are seeing a rise in Zoom and Facebook events to take the place of live events. This means that many businesses are scrambling to figure out how to best curate a virtual experience. The perfect example is Paris Fashion Week, this year they have moved their show digitally by creating a digital experience with fewer pieces to showcase.
4. Specialized PR
We’re seeing businesses are investing dollars with PR agencies that have a clear cultural understanding of the brand with a focus on specific niches. PR consultants are driven to identify the types of industries and businesses that they want to focus on in order to demonstrate a deep understanding of the brands.
5. Op-Eds Becomes The Spotlight
Op-eds are giving others aside from journalists a chance to share their voice. This is a great opportunity for leaders to provide insights and their opinions about current trends, cultural shifts, and more. These types of opportunities are usually identified by PR experts who know which publications would provide the best placement for brands and businesses.
6. Earned Media is Golden
Throughout 2020 brands will be vying for more earned media. This type of media is exactly that, earned. You can not buy this and it’s also the third-party validation that can help boost a brand’s credibility in the marketplace.
