We’re about to enter a new decade. I don’t know about you, but it seems as though the last year has flown by. And at the risk of sounding old, 2010 seemed like just yesterday. Yet, in reflection…so much has changed.
Public Relations has come a long way in the last ten years on so many fronts presenting both new challenges and opportunities. When we began this decade, many local newspapers had at least 10 more pages of non-syndicated content than they do today. Organic reach on social media was also still possible for brands (remember the good old days?)
Twenty years ago, organizations were making news for putting out a new website (can you imagine the noise if everyone did that today?) And people still faxed pitches! If that doesn’t take your breath away for a minute, I don’t know what will.
Nostalgia aside, the topic on everyone’s mind this new year: what’s in store for the next decade (or at least, year.) While I wish there was a perfect crystal ball, the best we can do are our own professional insights- and here are some trends that we foresee being worth watching in 2020 and beyond:
User Generated Content
For the last couple of years, influencers have been a go-to for marketers as ambassadors for their product or service. Now that influencers have become commonplace and the FCC is cracking down on disclosures, consumers are finding promoted hair regimens and face creams less authentic. 2020 is the perfect time to take a fresh, creative approach to your partnerships.
While influencers have a place and time, everyday heroes are the ones you’ll want to treasure in the coming year. Especially if you’re in a consumer-facing arena. These individuals are showing practical applications of your product/services in an organic setting.
Things to think about: how can you leverage organic content (with permission, of course) and empower your everyday fans to continue to share your brand message creatively?
Highly Targeted Story Angles
Profile stories of people and organizations are always a holy grail. And as public relations practitioners, it will always be on the wish list for the organizations and people we represent.
That said, if we only focus on high profile pieces – which are, again, awesome- we’re missing out on a world of smaller, but richer opportunities. We – as marketers, leaders and media consumers- need to shift our views of traditional news outlets to incorporate more niche, targeted outlets. This includes such things as newsletters, closed Facebook groups and social media pages.
There is also an increasing number of micro publications that have smaller distributions but are highly specific in nature and oftentimes they are very receptive to thought leadership and related industry news.
If you’re in the business to business arena, this is a critical space to amplify in 2020. These opportunities also allow you to flex a little more intellectual muscle, as you’ll be speaking to people who have some familiarity with the content you’re sharing.
Incorporating these outlets into your media relations strategy can help you expand your influence with peers and prospective clients.
Social Activism
Sure, we all have organizational values. But hanging a mission statement on your website or conference room wall is no longer enough to deem you socially conscious.
Especially if you’re communicating with millennials and Generation Z, social awareness should be a top priority in the coming year. According to recent studies, it’s been proven that consumers feel more loyalty to brands that make a positive social impact. “Buyers consider their purchases to be an extension of their views, beliefs and lifestyles.”
Simply put, they are investing in your ability to make the world better through business practices and partnerships.
Arguably, this is an area of improvement for many organizations. And if you’re looking for avenues to explore in this arena, might we recommend building out messaging around: sustainability, corporate citizenship and community relations.
2019 was a wild ride, and without a doubt, the 2010s have changed the practice of public relations. Keeping in mind that we communicate to the preferences of our key audiences, a little research and some planning can yield exciting new opportunities in 2020 and beyond.
I’d love to hear your thoughts. What’s in your sights for the coming year?
Wishing you a successful 2020!
-Allison and the Pomme team