PR remains as important for brands as ever. Smart public relations professionals are already looking back at the last year and evaluating their impact. Part of that is to ensure that they enter into 2020 with a clearer idea of what they did right, what went wrong, and the outside factors that will continue to impact the PR sector. Some PR trends started to make their presence felt in 2019, and if you want to stay ahead of your brand’s competitors then you need to start addressing future trends so that you don’t start to fall behind. Here are the key PR trends to expect in 2020.
Specialization of Agencies
For PR professionals that work for an agency, the key to 2020 is going to be specialization. By being more hyper-focused on a specific industry, you make it easier to stand out and be visible for those brands in that sector. As PR continues to be one of the most popular options for outsourcing, agency specialization might be the key to agency growth. You can expect to see many more boutique PR agencies in 2020, and there’s no limit to how tightly you can narrow that focus.
Data-Driven PR Campaigns
Data is more than a buzzword: it should be the foundation of every business decision and process. For PR professionals, that means learning how to use the immense amount of data that you have access to. Learn new data-use methodologies like 6Sigma, established by industry leader Peter Peterka, which can help PR teams to “…improve business processes by utilizing statistical analysis rather than guesswork.” Using methods like 6Sigma means more accurate PR campaigns that can be more effectively delivered to a targeted audience.
Transparency and Authenticity
Consumers are increasingly wary when it comes to sharing their information with businesses. That makes trust a vital area to focus on for PR teams. Transparency is going to be more critical than ever as we head into the 20s, and brands are going to need to focus more than ever on creating the content that will build trust. Only through brand trust will PR departments begin to improve brand loyalty, and in today’s highly competitive business landscape, trust and value need to be prioritized more than ever.
No business sector is going to be immune to the far-reaching effects of tech-driven automation. When time is money, cutting down on wasted time is obviously essential. Automation tools make it easy to:
● Monitor social mentions
● Manage manual tasks
● Gather data
● Reduce wasted time
Make sure that you know the best automation tools for PR, and integrate them into your business processes. Embrace automation, and you will free up time for more proactive tasks.
Learn from what worked and what didn’t in 2019. Look at the technologies and business trends that are going to be vital for the next year, and you will be much more prepared. PR is all about staying one step ahead of customer expectations and building the audience that a business needs to survive. Fail to stay up to date with either, and your PR strategies in 2020 will be considerably weaker.