4 Public Relations Trends in 2020
By: Shane Will
Tags: Public Relations Firms, Public Relations Miami, Miami Pr Firms, Public Relations, Pr Companies Miami

Marketing and Public Relations Specialist, driven by technology and the internet, is evolving at a rapid rate. Below are 4 new or continuing trends you can expect to see from brands as 2020 continues to unfold.

PR vs. Marketing

The lines between public relations and marketing will continue to be blurred as more and more emphasis is placed on content. That’s why integrated campaigns are so important. You simply can’t have good marketing without good content. You can’t have effective content without public relations considerations. As such, the most successful Public Relations Firms are either offering marketing services, or working alongside marketing teams to produce strategic content, or better yet, integrating it all into one cohesive campaign.

Content Scrutiny

With more content than ever comes more scrutiny. Consumers are becoming increasingly critical of the source and bias of the content they are seeing. There is growing skepticism with mainstream media. In addition, the number of newsrooms and bona fide journalists and reporters is shrinking. As this continues to happen, more and more independent content writers, Public Relations Agencies and marketers are publishing their own content. This is causing consumers to be more wary of the source and purpose of the content they are seeing than ever before. A successful Public Relations Firm will find ways to utilize a brand’s content to build trust.

Beyond building trust, content also needs to make an emotional connection. Making an emotional connection through sincerity and being genuine is a powerful way to gain trust and keep attention in the seemingly endless sea of content.

Micro-Influencers

One way for a public relations agency to tap into the trust factor is by connecting with micro-influencers. Here we see just how important trust is becoming. Consumers are becoming less and less likely to buy-in to sponsorships and promotion of brands by mega influencers. However, micro-influencers tend to be seen as more authentic in terms of the brands and products they mention or promote.

Micro-influencers serve another vital purpose in today’s changing PR landscape. They provide instant access to niche markets. A micro-influencer’s niche provides a direct link to specific, and more importantly, highly engaged market segments. Because these micro-influencers have established trust and emotional connection, they can often bring more value than some more expansive media efforts.

These days, PR Companies Miami are likely to find a surfing-loving micro-influencer with 3,000 followers can drive better results for a surfboard brand than press coverage in a newspaper despite having a much larger audience because the influencer is tuned in to the exact right niche customer.

Video & Interactive Content

If a Public Relations Agency does decide to partner with micro-influencers, they will most likely look for ones that share videos and interactive content. Most successful influencers with highly engaged followers are posting content in a variety of formats include images, gifs, recorded videos, live videos, polls, Q&As, and more.

In general, the over-abundance of content is changing what captures the attention of an audience. This is driving the demand for video and interactive content. One example of interactive content that most people are familiar with is the online quiz. These are increasingly popular but, additional types of interactive content are expected to grow in popularity or emerge and begin to dominate the digital content world as the year progresses.