PRESS RELEASE: PR trends for 2021 you need to know
PR trends for 2021 you need to know
By Amanda Lacey, Director of POPCOM
Whilst 2020 was all about the pivot, in 2021, we are living the new norm. Showing that you are taking action and planning for the future should be at the forefront of an organisation’s communications goals. Additionally, in a sea of digital clutter, you need to be more consistent than ever with messaging.
Here are my five tips on what is important when it comes to PR and communications in 2021.
1. Value-based messaging
COVID-19, bushfires, and black lives matter have created a deep loyalty to community.
Consumers are making decisions based on supporting local, and this won’t be changing any time soon. Brand messages and campaigns need to reflect this sentiment, and lean into what you believe in and how you support your community; this can be a national, local or digital environment.
70% of respondents in a recent study by Venture Insights, said that they are consciously supporting local business while shopping online. Make sure your brand is one of them. Do this by making it clear who you are, what you do, why you are better and how consumers can reach you.
2. Internal communications need to be stronger.
Internal communications can no longer be half-baked. It is vital for the culture and community of an organisation to have well thought out, consistent and clear channels of internal communications. Your internal comms need to reflect your external comms.
The all-staff email broadcast function should be turned off to anyone who is not in a senior leadership position. Casual chats can be moved to slack, teams or whatever preferred messenger platform you subscribe too.
Do not underestimate the power of the staff newsletter. The goal should be to create content to a professional level, treat your internal audience how you would your external audience and provide a quality, readable and entertaining product.
Finally, there is no excuse for poorly executed Zoom meetings. Instructions should be sent in advance and an agenda set. Presentations made over Zoom can be recorded to use at a later date.
Every touch-point of your brand, internal and external is sending a message. That’s PR.
3. Collaboration
Collaboration helps everyone. The best way to work through the harder times is not to spend energy competing but to collaborate. As the saying goes, ‘A rising tide lifts all boats.’
In a practical sense, this means finding another provider who offers a complimentary service and teaming up to provide a more complete or unique opportunity.
We have been watching with admiration and experimenting ourselves with collaborative photoshoots for social media. The results have been excellent – easy to reach a larger, desired audience, build authority and support your community. It’s a triple win.
Collaboration doesn’t have to be within the same industry. For example, professional services, can team up with a charity and build a community narrative; this gives the firm a tremendous human perspective, earned media opportunity, and the charity receives additional support and publicity.
4. Video
Videos are 100% necessary. I love traditional editorial content style PR, but there is no doubt about it, video is easy to produce and needs to be on overload.
For example, internally, HR inductions should be planned and recorded. It is good news; it gives you more control over branding and messaging and will provide you with a greater ability to onboard in an environment when we are not working our traditional ‘in the office’ way.
Externally, this is your chance to tell your story and show your product, service and personality. It is more than looking into the window; it is about opening the virtual door and providing an experience.
5. Social media
Video again needs to be top of the list. TikTok, Instagram reels and the like are super easy to use and produce popular content; so popular that YouTube videos of TikTok and Instagram are also incredibly popular – it’s a crazy world.
Treat your social channels as your very own news outlet: plan, curate and consistently post. Intelligent planning of campaigns will give greater bang for buck. Using influencers, collaborative photoshoots and being social on social media will provide you with more significant results.
The majority of your employees will be following you on social media, that makes it an internal channel as well, I have been saying it for years, synchronise your messages.
Public relations are what we call that communication between you and your audience. It is a lot bigger than earned media and consumers are savvy enough to see through advertising. They also have a lot of options.
One thing 2020 taught us is popularity competitions and who has more ‘stuff’ is irrelevant. Honesty, transparency and good intentions will always be in fashion. Present the company and brand you aspire to be.
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About POPCOM
POPCOM is a boutique PR and communications agency based in Sydney. Passionate, energetic and sometimes intense, POPCOM is a highly functioning team.
POPCOM are focussed on building brand reputation through media relations, social media management, influencer campaigns and internal stakeholder communication.
About Amanda Lacey
Amanda Lacey founded POPCOM in 2014. Acting as the director, Amanda has largely advised corporate entities on their PR and communications during significant events such M&A, IPO, brand repositioning, crisis and internal communications. With a background in private equity, Amanda approaches each brief with an understanding of how businesses operate, and what is essential to communicate.
“It is immensely satisfying when you see all the pieces of the puzzle come together, and your client getting excellent media coverage,” says Amanda.
For more information about Amanda Lacey or POPCOM please see the website www.popcom.com.au or [email protected]
