PRESS RELEASE: Three PR trends for 2020
In 2019, the PR industry encountered many of the same obstacles as seen in previous years – whether it be creating significant and lasting relationships with journalists, to the challenges of getting content seen on already-saturated online platforms.
Amongst these, there are a myriad of things you can expect to see within the PR industry in 2020. Here is what Amanda Lacey, Director at POPCOM, a communications consultancy, see’s as the three biggest trends in 2020.
Specialist services
Rather than calling in a multi-function PR agency, there is increasing demand for specialised expertise to sit alongside existing marketing communications functions, particularly around legal PR.
The last few years have seen a Royal Commission into banking and a widespread crackdown across Australia in Employment Law, perhaps the most prominent being the underpayment of wages.
With this, and particularly in late-2019, there was a very noticeable increase in the demand at POPCOM for specialist services in the areas of crisis communications and corporate image during legal proceedings.
In 2020 this demand will continue to grow, with Amanda calling the crackdown just the “tip of the iceberg”.
“This won’t be slowing down in the immediate future,” she said. “Businesses will need to work with the PR experts in order to restore consumer trust.
“In addition to the underpayment of wages, the Mondelez decision (Mondelez v AMWU) will also affect how the Fair Work Act calculates overtime, which will also be a major factor for many businesses in Australia.”
Amanda’s knowledge and experience in legal communications saw her make finalist in the Lawyers Weekly Women in Law Awards in 2018 and 2019 for Marketing Communications Professional of the Year.
The continued rise of the micro-influencer
With the increased trust consumers have in the advice of friends and family over companies, it’s no wonder that micro-influencers have higher engagement rates than macro-influencers, according to multiple studies.
This will no doubt continue into 2020.
“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; a good campaign is synchronised to ensure that the messaging in on point – consistency will create authenticity and increase trust in a brand.”
Climate action and effective communication
With the horrendous fires burning across Australia, the beginning of the year has seen an outpouring of support from local communities, businesses, and people from across the world. It has been incredibly heart-warming.
It is fundamental, however, that businesses do not simply reap the benefits of announcing a commitment to climate action, but then leave them as empty words.
“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,” said Amanda.
As a business’s commitment to climate action progresses, ensure you accompany it with effective communication. Update consumers through social media, press releases and in publications by journalists. Show that you are part of this movement. Not only will your business resonate well with consumers, other businesses will follow in suit.
For more, contact Amanda Lacey at [email protected]
