PR and Communications: 3 Powerful 2020 Trends

Two-way communication between organizations and their constituencies is the definition of today’s Public Relations. Today, PR requires listening to constituencies, analyzing, and interpreting their views and behaviors. That said, powerful trends have sparked changes in PR and communications, disrupting lives, media, and business in a few years.

Three PR and Communication Trends to Watch

So what are the three powerful trends that you should keep an eye out on as a PR and Communication professional in 2020?

Niche Targeting

Traditionally, companies pushed for media placement on top-tier media – the likes of Huffington Post, The New York Times and similar publications. Decidedly, this trend has shifted as of late, and niche publications are now popular among brands.

Notably, the rise of self-publishing platforms, informative blogs, and influencers has reshaped the landscape. They’ve established a close-knit audience based on interests and industry. At the same time, local news publications have become decentralized, coming to meet the need for depth and comprehensiveness of the audience’s interests.

This exciting development in the public relations and communication space has put successful media placements within the reach of smaller brands – brands that previously struggled for such attention. As a result, this has transformed the determinant of success, in PR and communications, from financial resources to niche targeting.

As a takeaway strategy, PR and communication professionals should pitch media outlets that target a specific audience or industry’s needs.

Live Streaming

Live to stream, alternatively referred to as live video, has taken over the social media space. PR and communication professionals cannot afford to be left behind on this trend.

Put into perspective: Go-Globe points out that 80 percent of a brand’s audience prefers live video over blog content, and 82 percent prefers live video over a brand’s social posts.

That said, incorporating live video will work in favor of B2B and B2C brands, non-profit organizations, and the public service. Its ease-of-use allows anyone from managers of local non-profit organizations to CEOs of fortune 500 companies to showcase their brand.

Moreover, today’s consumer values realness, authenticity, and transparency more than they did before. The strong suit of using live streaming platforms is that it allows brands to pull the curtains and show the faces and/or processes behind brands. That promotes realness, authenticity, and transparency.

Since live video channels offer communication professionals an effective and cost-friendly outlet to share product launches, press conferences, and behind-the-scene discoveries, PR professionals should further their prowess in live streaming apps. Not only will they become experts in their industry, but they’ll also build an audience and credibility.

Artificial Intelligence and Big Data

Today, widespread investment in big data and Artificial intelligence (AI) has changed the establishment of effective public relations campaigns. To boot, AI, machine learning (ML) and natural language processing (NLP) technologies are more commonplace. This requires communication pros to adopt new methods and exploit benefits that abound.

Some areas where PR pros can benefit from AI and big data include: monitoring social media channels, developing targeted stories, making content recommendations, email scheduling, search engine optimization, and predicting consumer needs.