Who doesn’t want to be ahead of their competitors? Especially when it is a PR industry—Competition is tough, indeed. Companies are ready to invest a huge amount in their business’s PR, but they demand it to be highly professional, state-of-art, and unique. If you want to be a step ahead as public relations professionals, you’re required to be updated with the PR trends. In the following article, we will mention five trends in PR that will affect your brand’s success in 2021.
Public relation is all about communicating the right information to your audience. As the name indicates, it intends to build strong relationships between the brand and the consumer. For example, if you are a cosmetic brand and launching a brand-new product series or a product, you would take PR to announce the news so that your customers are aware and updated with your products or services.
Since PR is about communicating and sharing the right information with the audience, it has to be strong, customer-oriented, and strategic to enhance the brand’s position and reputation. This is why, for any brand, it is important to hire a well-experienced and reputed PR communication specialist.
Now, let’s move to the PR trends that will help you to boost your game plan and stand out in the market. By following the below-given factors, you won’t only be able to follow the right PR practices but can see results within a few months and grow as public relations professionals in the industry.
1. Not considering Humanity as Priority
Just because you as a brand are flourishing even in the toughest time of the coronavirus doesn’t mean that everyone is. During COVID-19, more than 225 million jobs were lost—here, brands need to understand that not everyone has the same stability of mind to thought. They are required to reconsider whom they’re communicating with since things are not the same anymore. Before planning any public relations strategy, a PR communication specialist should ask a few questions to themselves:
- How is our brand or business relating to individuals’ intricacies, emotions, and psyches?
- Are we missing the actual mark by relying on artificial and virtual roles, personas, or intellectual profiles?
See, the time has gone when content used to be the king—talks are not enough anymore. Take a deeper look, rework, redesign, and reconsider everything that used to work pre-COVID-19. Design your PR strategy based on the audience you’re trying to communicate—your message should be engaging.
2. Underestimating behind the scenes (BTS)
Instagram is proof that ephemeral content is continuously growing, and people are loving it. Behind the scenes help your brand to connect with your audience organically. No editing, no filters—just raw content. Also known as stories and fleets, content creators and brands are gaining a huge following with this content that stays on the profile for 24 hours.
See, your audience loves to see what is happening inside, how you record your videos, what you do while recording content and how you edit it. Sharing raw content is one of the keys to engaging with your audience and letting them know that they matter to you. The best example to connect through short and BTS videos is TikTok that has more than 1 billion users and is available in 150 countries. This app allows users to create, share and engage with their audience freely. From educational to cooking to entertaining—you can explore content from a niche on this app.
3. Not creating ‘genuine’ content
Pandemic made us reconsider everything—it literally opened our eyes, and people are now more sincerity-oriented. They want to see, listen, and speak genuine things, even on social media. Technology advancement has been a boon to this change in people’s lives. They have started using technology to connect and have meaningful conversations with their friends, family, and co-workers, like no filter at all.
Tools such as google meet, Zoom, and teams helped the business to perform well when their employees are staying at their homes only. It all made us accept the casual aesthetics of the work that ultimately saturated both conventional and digital media. Even the Television ads are being made to show as if they were shot in the real world to convey a raw message. If you don’t want to lose your grip as public relations professionals, don’t miss the essential point.
4. Get distracted by too many platforms
Being ahead of competitors doesn’t always mean that you should try every platform to grow your brand. Not everything new means better—you have to do your homework before jumping on to any conclusion of joining any new app. For example, Clubhouse is basically an audio-based platform to share your ideas and listen to others. For communities like digital marketing, this is a great app to meet like-minded people and build strong relationships with leaders.
But, for some brands, this app doesn’t make any sense. If you’re already established and want to focus on revenue, then staying on existing platforms is best to generate results. For example, on Instagram, you can potentially meet and find people who want to buy your service. So, understand that not everything that shines is ‘gold’. Stay focused and work smartly.
5. Not considering Proactive reputation management essential
Being ready in advance is never going to harm you. A strong proactive reputation management strategy can help you handle a bigger PR crisis that can happen anytime without any invitation. It is pointedly easier, cheaper, and pleasant practice to develop a strong online reputation instead of investing a huge amount in fixing a broken one. For any PR communication specialist, it is important to consider generating a powerful proactive reputation management strategy to save the brand from reputation disasters.
In 2021, public relations professionals are required to be updated with the current PR trends to maintain their brand’s reputation and achieve success. Getting the trends right is the only way to be ahead of your competitors.