{"id":133697,"date":"2020-12-14T10:46:01","date_gmt":"2020-12-14T09:46:01","guid":{"rendered":"https:\/\/www.vuelio.com\/uk\/?p=133697"},"modified":"2020-12-14T11:12:57","modified_gmt":"2020-12-14T10:12:57","slug":"the-10-big-pr-and-communications-trends-of-2020","status":"publish","type":"post","link":"https:\/\/www.vuelio.com\/uk\/blog\/the-10-big-pr-and-communications-trends-of-2020\/","title":{"rendered":"The 10 big PR and communications trends of 2020"},"content":{"rendered":"

2020 has been an important year for everyone in the public relations and communications industry, in ways both good and not-so-good. The pandemic and the speed of social change has forced innovation forward and made what will be lasting change to the way we work and live (just check out our predictions for the big trends for 2021<\/a>). <\/strong><\/p>\n

Here, 12 PR and comms experts share the big trends of 2020, which you\u2019ll probably recognise: lots of comms, lots of work, going fully digital and getting some long-overdue recognition \u2013 well done, everyone.<\/p>\n

1) Comms, comms, comms<\/span><\/strong>
\n\u2018I think that the biggest achievement of our sector, overall, has been the immediacy and criticality of communication, especially busting the myth that there is no such thing as \u201covercommunicating\u201d.\u2019
\nElla Minty, #PowerAndInfluence<\/a><\/strong><\/p>\n

\u2018A big challenge was the fatigue due to the ongoing need to continually deliver fast, responsive, informative, high-value communication messaging and projects as well as solutions to, ultimately, save lives, keep people well and keep services and businesses running throughout the coronavirus (COVID-19) pandemic. It wasn\u2019t easy.
\n\u2018The second biggest challenge has been overcoming the audience\u2019s information overload to achieve impact and not be out-communicated, cutting through the noise.\u2019
\nKerry Sheehan, CIPR<\/a><\/strong><\/p>\n

2) Work, work and more work <\/span><\/strong>
\n\u2018One of the biggest challenges has been managing the sheer volume of work. 2020 has brought change on a seismic scale. Whether it was the dramatic impact of lockdown on businesses in March or the overdue spotlight on racial justice in the summer, the year has been characterised by change. And whenever there\u2019s change, PR professionals are (or at least should be) front and centre of efforts to help businesses find their feet. That\u2019s delivered opportunity and responsibility in equal measure. But that invariably means a bigger workload \u2013 and for organisations battling against a backdrop of redundancies, that\u2019s arguably been the biggest challenge of the year.\u2019
\nKoray Camgoz, PRCA<\/a><\/strong><\/p>\n

3) We went data and digital first <\/span><\/strong>
\n\u2018In my opinion, the biggest achievement for the sector has been embracing innovative technologies \u2013 from digital first to data-driven and even behavioural science. At Lynn PR, we have been incredibly busy, working across a diverse portfolio \u2013 from public health and road safety to tourism and housing \u2013 and supporting teams with internal communications, transformation programmes and skills development. For me personally, seeing more clients embrace a data-led and behavioural science approach to communications has been exceptionally fulfilling. And being able to deliver tangible results at pace, even with some added time in research and testing, shows that a strategic data-driven approach can definitely support time-sensitive work.\u2019
\nShayoni Lynn, Lynn PR<\/a><\/strong><\/p>\n

4) Communicating success was as challenging as admitting to struggle<\/span><\/strong>
\n‘Focus has understandably \u2013 and rightly \u2013 often been on those businesses suffering and fighting for survival and looking to protect jobs and livelihoods. But an interesting challenge we\u2019ve been presented with for a couple of clients has been the opposite. It\u2019s those clients who\u2019ve said \u2018Look, we don\u2019t want to be seen to be profiting out of a dreadful situation, but\u2026\u2019.<\/p>\n

\u2018And that\u2019s not about a cynical exploitation, but simply about companies with products and services that suddenly become more relevant and useful. Marketing those in an empathetic, sensitive way has also been a challenge.\u2019
\nMark Pinsent, The Hoffman Agency<\/a><\/strong><\/p>\n

5) PR got the recognition it deserved<\/span><\/strong>
\n\u2018The public relations sector\u2019s biggest achievement has been a long-awaited recognition of the critical role of communications thanks to it being front and centre of the crisis response. From internal comms to stakeholder engagement, the C-Suite has finally recognised public relations as a strategic management function, not before time.\u2019
\nSarah Waddington, Astute.Work<\/a> and #FuturePRoof<\/a><\/strong><\/p>\n

\u2018There\u2019s been a noticeable perception shift as a result of the pandemic\/crisis. Strategic communications is now more broadly recognised as a management function by senior executives \u2013 intelligent internal communications and stakeholder engagement have been core drivers of business survival.\u2019
\nMichelle Goodall, Access Intelligence<\/a><\/strong><\/p>\n

\u2018The sector has reaffirmed its value over the course of 2020. Internal comms, for example, has proven to be critical in managing and disseminating information within businesses. We\u2019ve also seen that the PR and marketing industries have demonstrated their versatility and adaptability in a world that went almost exclusively digital seemingly overnight.\u2019
\nJulian Obubo, Manifest London<\/a><\/strong><\/p>\n

\u2018For the PR sector the challenges of COVID-19 and to a degree Brexit have allowed PR professionals to show their strategic worth. We have shown our crisis credentials but also our ability to shift working behaviours, reposition business and manage corporate reputation.\u2019
\nMandy Pearse, Seashell Communications<\/a> and CIPR<\/a><\/strong><\/p>\n

\u2018The UK public sector communicators have elevated themselves, showing their worth to anyone who didn\u2019t previously know it. There was no crisis playbook for what we were to face. Everyone has stepped up, continued to work at pace, pulled together, had each other\u2019s back and, importantly, adopted a mind-set of what if and what next. Phenomenal!
\n\u2018For those who have criticised, I\u2019d challenge you to spend a day in our shoes. To communicators in the public sector, I salute you!\u2019
\nKerry Sheehan<\/strong><\/p>\n

6) Catalysts of change: the pandemic and political progress<\/span><\/strong>
\n\u2018During the first quarter of the year, businesses where thrown back into planning and rebudgeting. And then catching up on activity and trying to keep running while suffering from zoom fatigue and cabin fever.\u2019
\nGed Carroll, Freelance Strategy Director<\/a><\/strong><\/p>\n

\u2018If it wasn\u2019t for this pandemic there\u2019s no way our A Leader Like Me programme would have existed. We\u2019ve empowered so many womxn of colour to find their voices and step out so they can be recognised for the contributions they make within their industry.
\n\u2018Inclusion, Diversity and Equity have been spoken about for so many years in our industry but sadly that’s all it’s been \u2013 just talk. This year, for the first time, I feel like people are starting to pay attention. Driven by Black Lives Matter and sadly the tragic murder of George Floyd, organisations are finally recognising that a 20-page policy on diversity is not enough to make a tangible difference and actual action needs to take place.\u2019
\nAdvita Patel, CommsRebel<\/a> and A Leader Like Me<\/a><\/strong><\/p>\n

7) With new problems came the old <\/span><\/strong>
\n\u2018Finding the right tone-of-voice to hold a conversation with stakeholders during a pandemic was one challenge this year. Then once we\u2019d found our voice, finding the budget with which to do so.\u2019
\nScott Guthrie<\/a>, influencer marketing management consultant<\/strong><\/p>\n

8) Mental wellbeing was challenged <\/span><\/strong>
\n\u2018Primarily keeping up with the pressure of communicating effectively while so much is happening that can have a negative impact on their mental health. Comms pros who are still working are expecting to keep fulfilling outputs and I worry that their organisations don’t always offer the right resources to support them. The CIPR issued a report this year that 8 out of 10 PR and comms pros are feeling the strain of COVID-19 on their mental health \u2013 it’s a serious challenge.\u2019
\nRonke Lawal, Ariatu Public Relations<\/a><\/strong><\/p>\n

\u2018For internal communicators, finally being recognised for the value we bring has been fantastic. But on the downside, many leaders have been leaning heavily on this function causing some folks to work absolutely ridiculous hours. This in itself has led to burnout and exhaustion impacting mental health and wellbeing. For some practitioners, this was the first time they’ve had to manage a crisis so it’s been a steep learning curve for them. Throw in the challenges of a remote workforce, people working sporadic hours, anxious leaders, a declining profit for some organisations, redundancies and then dealing with business-as-usual pressures – things have definitely been tough.\u2019
\nAdvita Patel<\/strong><\/p>\n

9) Did \u2018Hands. Face. Space.\u2019 need to be replaced?<\/span><\/strong>
\n\u2018UK Government was a bit of a villain of 2020 \u2013 I just don’t think there has been enough clarity of comms around the pandemic and now Brexit and the impact it will have going forward.\u2019
\nRonke Lawal<\/strong><\/p>\n

\u2018Communicators have known too well that the term \u2018social distancing\u2019 is wrong. What we should be practising is physical distancing while remaining socially close and for that we need to call on the skills or communicators to produce that sense of belonging through verbal and non-verbal communication.\u2019
\nScott Guthrie <\/strong><\/p>\n

10) Biggest achievement of 2020?\u00a0\u00a0<\/span><\/strong>
\n\u2018Simply keeping the wheels on the bus! And I\u2019m genuinely only half joking. It\u2019s been a year of survival, and I think anyone who\u2019s managed to maintain their mental health, help those around them do the same \u2013 personally and professionally \u2013 sustain their business and remain (relatively) positive should give themselves a pat on the back.\u2019
\nMark Pinsent<\/strong><\/p>\n

\u2018Honestly, commercial survival is a victory.\u2019
\nGed Carroll <\/strong><\/p>\n

\u2018Covid has meant that some organisations have literally been fighting for their very survival. So trade and representative bodies, businesses and charities have been busier than ever talking to government, making their case. For others across public affairs, the lack of space for other policies has meant fighting hard to be heard at all.<\/p>\n

Politicians value face-to-face engagement, as Vuelio has shown in previous research, so the absence of events in Parliament has been a problem for everyone. Zoom and Teams have stepped in but we are looking forward to attending Parliamentary receptions and events soon.\u2019
\nStuart Thomson, BDB Pitmans<\/a><\/strong><\/p>\n

\u2018Good news of 2020 – The vaccine is here!!\u2019
\nJulian Obubo<\/strong><\/p>\n

Looking for more from 2020? <\/strong><\/p>\n

Interview on A Leader Like Me with Advita Patel<\/a><\/strong><\/p>\n

Mandy Pearse<\/a>\u2019s plans for the CIPR as president-elect<\/strong><\/p>\n

Interview with Stuart Thomson<\/a> about his PR & Comms Best Influencer win at the 2020 Online Influence Awards<\/strong><\/p>\n

accessmatters session with Julian Obubo<\/a><\/strong><\/p>\n

Sarah Waddington<\/a>\u2019s #FuturePRoof Five<\/strong><\/p>\n

Kerry Sheehan<\/a>\u2019s work on AI in PR at CIPR <\/strong><\/p>\n

Spotlight on #PowerAndInfluence with Ella Minty<\/a><\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"

Read our 10 PR and communications trends of 2020. We spoke to 12 thought leaders to see what the big challenges and successes were for this year. <\/p>\n","protected":false},"author":423,"featured_media":133705,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[7365,7272,7238],"tags":[],"_links":{"self":[{"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/posts\/133697"}],"collection":[{"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/users\/423"}],"replies":[{"embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/comments?post=133697"}],"version-history":[{"count":5,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/posts\/133697\/revisions"}],"predecessor-version":[{"id":133723,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/posts\/133697\/revisions\/133723"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/media\/133705"}],"wp:attachment":[{"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/media?parent=133697"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/categories?post=133697"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/tags?post=133697"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}