Public Relations has gone through major changes over the years. With rapid changes in how the media is being consumed, PR has always adapted itself to the demands of the times. Continuing in the same vein, 2020 too has its share of trends with the previous year setting their tone as most are a continuation and evolution of the trends we saw in 2019. Following are the Top PR Trends 2020, we see getting stronger in the time to come.
Increased usage of data and analytics
Today, technology is making its presence felt across industries and PR is not untouched by it. Organizations are turning towards data and analytics for answers. Whether it’s finding past popular trends or knowing how their campaigns have fared, finding relevant data and analysing it is revolutionizing the way PR is being practiced. Results are accurate in lesser time. The margin of error has reduced and it has removed uncertainty from PR decisions. It’s not surprising that now, all the PR steps being taken by companies are backed by solid data that gives them the confidence and assurance that those actions will deliver the desired results. This year will see the practice of adopting digital and data gaining momentum.
Related Read: Public Relations is becoming more Digital!
Rise of micro and nano – influencers
Mega influencers with their humongous following have a wide reach. The huge number of followers can be credited to them putting out interesting content. Interesting, because they are usually far removed from the reality of their followers. And, this is where they stop being relatable. Enter micro and nano-influencers. Brands have started recognising the power of these smaller social media content creators and are acknowledging that the trust they have built with their audience is unmatchable. The shift has also been propelled by their higher engagement levels with their audience, who consider them more authentic than their bigger counterparts. All these reasons have made them the new favourite of companies looking to target specific audiences rather than a mix of a large number of people. These are more approachable and affordable too. No wonder, the smaller influencers will be the top choice of companies when using influencers in the PR strategies.
Personalized content catering to niche audiences
Consumers are driving the need for hyper-personalized content that speaks to them in a way that helps them solve problems. A much smarter and aware target audience expects the brands they associate with to anticipate their needs in advance, urging companies to step up their personalization game. Thankfully, it has become relatively simpler by the virtue of advancements in tools for social listening, on-site behaviour, purchase behaviour etc., paving the way for a better understanding of them. The information is then being used to frame effective strategies which will find a connect with these audiences. Brands who are now tailoring and curating content to the specific needs of an individual are on the rise and so are novel ways to keep the audience hooked. PR gaining more importance in marketing While PR has always acted as a support to other marketing efforts like advertising, this year will see
PR getting a bigger piece of the marketing pie. This is mainly due to the fact that consumers want authenticity from companies and PR is a means to build that trust which companies crave. More and more companies have realized the advantages of the integration of PR in their overall marketing strategy. Hence, marketing strategies will be tied to PR strategies which will work in tandem to deliver the desired results making it a year for effective integration and collaboration.
Robust reputation management
We are in an era of fake news and dark PR. Any business with an online presence cannot afford to neglect what is being said about it on the internet. Even a single negative tweet needs to be taken care of, as it will be seen by hundreds of people, which in turn will affect their perception of the brand. This reality is driving organisations to focus on online reputation management. Now, with a host of ORM tools, it has become simpler to keep a track of conversations happening around a certain topic, especially on social media. It has also been proven that customer purchase decisions are affected by online reviews hence even smaller businesses are gearing up to manage their online reputation. Recognising this power of the voice of the internet which can ruin a brand, companies will continue to invest in reputation management measures. While trends will evolve, what will not change is the fact that at its core PR is about communication through relationship building, with the help of effective storytelling.
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