WHAT CAN WE EXPECT FOR PR IN 2020?
So, with 2019 wrapped up, what can we expect for 2020?
Vertical focus
Founder of O’Brien Communications Tim O’Brien predicted in an article with Muck Rack that while horizontal focus will remain fundamental to the industry in 2020, including content development and social media management, “we’ll see an increased emphasis on vertical focus for pros with specialized experience”. This includes areas such as crisis management and legal PR.
At POPCOM, we agree with O’Brien on the increased demand for vertical or niche PR services in 2020.
“Most of our new business in late 2019 were clients seeking specialised experience in crisis communications and legal PR. The underpayment of wages across Australia has been huge, both in its scale and in the media attention it has received. This won’t be slowing down in the immediate future,” says POPCOM Director Amanda Lacey.
For her outstanding work in legal PR, Amanda was named a finalist in the Lawyers Weekly Women in Law Awards in 2018 and 2019 for Marketing Communications Professional of the Year.
Looking long-term
Experts in the industry will need to continue to guide and educate clients on the importance of taking the time to execute public relations correctly, says consultant and writer at Garrett Public Relations, Michelle Garrett.
The trust consumers have in companies is significantly low, exemplified by how 81 percent of consumers have greater trust in the advice of family and friends. Garrett believes working long-term to create “consistent” and “thoughtful” campaigns will help build trust in companies.
“There is no denying that word of mouth and personal recommendations will trump any advertising or PR campaign, which is why we have seen success with the use of micro-influencers,” says Amanda.
“The influencer is only one part of the PR equation however, the campaign as a whole needs to be synchronised to ensure that the messaging in on point - consistency will create authenticity and increase trust in a brand.”
It is up to the PR professionals to remind clients that seeking short-term fixes and results isn’t going to help the development of their company. Companies must aim to develop relationships with their consumers that go beyond their products and services with specific and longstanding messages.
Being famous with the right people
In 2019, many companies focussed on achieving ‘internet fame’ to drive and secure success. Meredith L. Eaton, Director of the North American division of Red Lorry Yellow Lorry, predicts this to diminish in 2020.
Businesses need to be famous, yes - but with the right target market. Eaton noted that ‘internet fame’ is brief and short-lived, so businesses should focus on directing content to the people that are actually going to use their products and services.
Corporate Social Responsibility
With the increased focus climate control received in 2019, CEO of Babel PR Ian Hood noted how this will impact on the PR industry: companies moving in the right direction will only see reward if it is accompanied with effective demonstration and communication.
The progress of a company should be documented with continuous updates via social media, publications from journalists, press releases and so on. Not only is Corporate Social Responsibility a positive movement businesses should want to be a part of, but it can also provide a differentiator to competitors.
Final comments from Amanda
“The start of 2020 has been tremendous for Australia. We have a global audience for the climate change debate and a trending hashtag #AustraliaBurns. The outpouring of support from the community and businesses during the environmental tragedy has been heartwarming, initially. If those businesses who have been loud - including government - don’t follow up with an articulated vision and action plan as to how they will improve and positively contribute to climate change, they run the risk of losing trust.
“Employment Law will remain a hot topic for 2020. In 2019 we saw the tip of the iceberg with organisations being affected by the underpayment of wages and also the Mondelez decision; Mondelez v AMWU which affects how the Fair Work Act calculates over time, which will also be a major factor for many businesses in Australia.
“2020 will need to be a time of taking responsibility and positive action for businesses large and small, to regain trust and position themselves favourably in the consumers mind.”
For more predictions for the industry in 2020, have a read of this great article by Muck Rack.
For more information contact Amanda Lacey Director of POPCOM Communications on amanda@popcom.com.au
