PR in 2020: Five Things to Expect

The Public Relations industry is constantly changing, growing and evolving. Over the last decade in particular, we’ve seen advancements in technology, changes in customer needs and new client demands totally reshape the way we operate and run our campaigns. The way content is created, distributed and shared has also changed significantly thanks to social media and the digitally-driven nature of modern journalism.

So as 2020 fast approaches (hint: it’s less than 18 months away), what can the PR industry expect in the near-to-immediate future, and what should professionals and practitioners be looking out for as they work to promote brands over the next few years?

As technology advances, competitors increase, privacy laws strengthen and markets shift, preparing for disruption has never been more important. So, here are five key things to look out for over the next 12-18 months:

GDPR hit the global PR industry head-on when it was first introduced last May. And while it was initially challenging, PR professionals should only expect disruption from the policy to continue over the next 12-18 months. To ensure compliance and avoid fines, businesses should seek guidance from professional industry bodies and co-operate with partners and clients as soon as possible – especially as the EU works to solve some of the policy’s early teething problems.

The next generation of high-speed internet is on its way to replacing 4G LTE. In fact, 5G network rollouts are already underway in a number of key regions (particularly in the US), which will soon improve internet speed and internet access in places all over the world. And this speed will only increase the adoption of new technologies like internet-of-things, AI and autonomous devices. For PR professionals, 5G connectivity will enhance the user experience and improve our ability to distribute content. As we enter the next decade, this technology will present the perfect opportunity to invest in quality video, voice and even 3D content – so it’s time to get creative.

PR professionals should expect large mergers and acquisitions – like the recent 21st Century Fox and Disney merger – to continue in 2020, especially as cross-border acquisitions and business purchases become much easier for multi-national conglomerates. PR practitioners should keep an eye out for media mergers too, as aging media houses come to terms with the costly impact of changing consumer behaviours.

Fake news continues to put pressure on media outlets, social networks and brands operating online. And with advancements in modern technology – like voice, photo and even video editing programmes – fake news is getting much harder to track and distinguish from real, genuine news. By 2020, it will be a PR professional’s job to challenge fake news outlets, and overcome negative press from false statements or stories online – so spend some time investing in security software and monitoring fake accounts or publications.

Mobile adoption is in full swing, with more people than ever consuming information and news media via their smartphones or tablets. The Global Web Index says the share of internet time captured by smartphones is only set to increase too – having grown from 23 per cent to 39 per cent since 2012. This is having a lasting impact on traditional media platforms like TV. For example, US viewership of the 2018 FIFA World Cup dropped 44 per cent compared with the last tournament in 2014. While the US team failing to qualify for the competition, and differences in time-zones had an impact, it’s clear digital media trends also played a part. So by 2020, consumers will no doubt opt for digital video offerings over traditional services like cable or free-to-air.

About the Author:

Mimrah Mahmood is the Asia-Pacific Regional Director of Media Solutions at Meltwater, where he helps numerous organisations break down media data (social, print and other), to create meaningful insights; build progressive and scientific frameworks to track efforts in PR and marketing; build road-maps to improve communications plans; and identify opportunities and threats that arise from competitors. As a leader within a multi-award winning company, Mimrah is a proud advocate of better measurement practices in PR, Brand and Strategic Communications. You can connect with Mimrah on LinkedIn https://sg.linkedin.com/in/mimrah