The year 2020 was a year of rapid changes, some of which will stay with us permanently. PR strategies and communication activities underwent almost constant modifications, and the media were completely dominated by COVID-19 – according to data from the Media Monitoring Institute (IMM), last year there were over 3 million publications on this topic, the vast majority on online portals. The pandemic became such a key issue in the context of PR that one of the most important industry awards, the Golden Clips, now has its own category called “Covid-19 PR response.” How has it influenced the future of communication activities and what should we pay special attention to in 2021?Here are the most important trends that will set the direction for PR and broadly understood communication activities this year.Online meetings are everyday reality The year 2020 moved meetings to the online environment. Among the 10 most downloaded apps of last year were well-known names like Facebook and Instagram, but also Zoom and Google Meet. Interestingly, in this context, the Zoom app surpassed Messenger in downloads, ranking fifth in the chart[1]. We can expect to see many new ideas and platforms for communication with clients and employees this year.Hybrid events are the future of gatheringsIn the coming months, work will continue mainly in home office mode, and in-person events cannot take place – including, of course, festivals and industry galas. The Public Relations Firms Association has postponed the annual December announcement of the Golden Clips competition results, and according to the latest information, the gala will take place at the end of January in an online format. Will it resemble the Effie Awards Poland 2020 gala? We’ll see. Looking forward, we can expect events to be hybrid, attracting both physical and virtual participants.A new dimension of media relations Last year, some publishers closed their print editions of selected magazines, while others introduced paid subscriptions for their online content. Media compete with each other through the speed of information delivery, and journalists increasingly lack time for detailed data analysis and translating it into content understandable to readers. Therefore, they increasingly appreciate high-quality materials provided by trusted PR professionals. The need and ability to create unique content (not only texts) will continue to grow. Only good, tailored content for specific audiences will break through the information noise and reach stakeholders.
Flexibility more important than ever beforeCOVID-19 turned many PR strategies upside down. At the same time, it highlighted how important flexibility and quick response are in communication activities. This refers on one hand to communication with employees, who expect clear and efficiently conveyed information about the company’s functioning in the new reality. On the other hand, there are PR activities directed at stakeholders, which almost continuously have to be modified. It is difficult to predict anything in an ever-changing reality, but planning and being open to change are absolute “must-haves” for effective communication activities.Internal communication improvesThe pandemic forced many companies to reassess their internal communication strategies. Today, more than ever, effective information delivery, transparency, and teamwork matter. In 2021, the importance of internal communication will continue to grow, and according to a KPMG report, as many as 68% of company CEOs admitted that during the crisis their internal communication with employees improved.[2].
Credible creators count Influencer marketing is developing very dynamically and everything indicates that this will continue. Brands are increasingly looking for influencers who provide content tailored to their customers. Last year showed us that consumers are very interested in who the online creators they follow are. They not only gain knowledge from their profiles but also want to know the principles guiding their favorite influencers, their political views, and opinions on issues important to them. This means that choosing the right creators for campaigns is and will be increasingly important.Increased focus on CSR activitiesCorporate social responsibility activities have become more than just (multi-million) donations to charity. According to the study “CSR in practice – French-Polish Chamber of Commerce Barometer,” in 2020 companies directed their activities mainly towards their own employees and customers, and one in three companies engaged in helping hospitals and nursing homes.[3]. This year CSR will play a key role in recruitment and employee retention, building business relationships, and communication with clients.The fight against fake news continues Fake news has become an integral part of the media reality. Unfortunately, it does not help that last year conspiracy theories and false information were also spread by many brands and influential individuals. In 2021, this trend will continue, so verifying the credibility of content and providing sources should be a priority when sharing information. This way, many reputation crises can be avoided.
Author of the text: Ewelina Puławska
[1] https://blog.apptopia.com/worldwide-us-download-leaders-2020[2] https://home.kpmg/pl/pl/home/insights/2020/09/kpmg-2020-ceo-outlook-covid-19-special-edition.html[3] https://raportcsr.pl/csr-w-2020-roku-ponad-90-firm-angazuje-sie-w-walke-z-pandemia/
