PR trends to prepare for in 2021

New year, new PR trend predictions.

It’s been a challenging year for many in 2020: The magazine/newspaper publishing industry has struggled to stay afloat, with print publications closing down or moving online; Small businesses have had to pivot their offerings to overcome lockdowns and tier restrictions, and brands have experienced crisis comms across the board. It’s also been politically charged throughout, and next year will offer the opportunity to make progress and continue the good work that’s been highlighted in 2020, such as the BLM movement and vital conversations about diversity and inclusion.

Despite economic struggles, record numbers of people set up new businesses in 2020, began side hustles, and embraced a career pivot, as the ‘norm’ looked more uncertain than ever.

In 2021, DIY PR will be embraced even further as small biz owners realise they need a clear grip and understanding of their communications strategy, and PR activity designed to stand out from the crowd with visibility wins and brand growth.

Here are my Top 7 PR trend predictions for 2021:

1. SEO & PR working together.

Search Engine Optimisation (SEO) will play a bigger part in overall comms campaigns. Small biz owners and PR professionals can use SEO to create valuable content and encourage media to find you! The press is increasingly searching for their leads online (in particular for experts and speakers), help the media come to you by implementing SEO into all of your online content.

2. Community and collaboration.

2020 shone a light on the importance of community support and collaboration, as communities both online and IRL rallied around small businesses. Vocally supporting indie / small & local will continue in 2021 and in turn will create PR opportunities through collaboration and within these communities.

3. 2021 will be another politically charged year.

2020 was a very politically-charged year. In 2021 and beyond, consumers will continue to want brands to use their voices for change and to be clear on issues at hand, such as climate change, diversity, sustainability, and health and safety.

4. Podcasts will continue to grow in popularity.

The podcasting industry will continue to grow, making it a big area for PR activity. This year my clients have almost all expressed making podcast exposure a priority for PR, with many brands and experts starting their own and using the platform to create vital content for their audiences.

5. Digital-led PR will dominate.

As mentioned above, the publishing industry was hit hard in 2020, with many print titles facing closure, furloughing staff, and unable to commission work to journalists. This meant digital PR became more important and accessible than ever. This will resume in 2021 as publications continue to adapt, print & digital teams converge, and social continues to become more prominent for news sourcing.

6. The importance of Empathy.

2020 was the year that the ‘Be Kind’ hashtag thrived. This year we've had to adapt our messaging to say what our customers needed to hear in very challenging times. In 2021 clear messaging will continue to be important. Be aware of your tone and wording in brand content and continue to update your customers on what they need to know across your comms.

7. Building on 2020 positives

What were your positives this year? Your business may have had to pivot in directions you never thought possible, due to the global pandemic. These wins are going to count as you move into 2021. Don't forget to celebrate the good stuff, it'll continue to be a part of your story going forward.

If you're ready to get DIY PR savvy in 2021 check out how we can work together, I'd love to hear from you.

All the best for 2021! 💫

Rachel White