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5 Media Relations Trends for 2021

5 Media Relations Trends For 2021

We have long been advocates for PR pros in their media relations efforts. At the end of 2020, OnePitch COO, Jered Martin, asked the Twittersphere where they thought 2021 media relations would lead. Now that we are into our second month of 2021, we are getting a better foothold on what the start of this year has in store. Here are 5 media relations trends for 2021 to look out for. 

Media Relations Trends for 2021:

1.) Increased difficulties facilitating media relations


Just because we are in a new year, does not mean we leave all of 2020’s craziness behind us. Moving into your 2021 media relations efforts, there will be greater difficulty amidst continued shifts and industry reestablishment. Nevertheless, if 2020 taught us anything, it is that we can take on the challenge and keep it moving. 

2.) More shifts in client messaging and strategy

As industries shift, so do our clients’ messaging and needs. 2021 media relations will be much of working with clients and media to understand where they are in this new year as well as their new goals, messaging, and strategies. Tackling 2021 means understanding that everyone’s status quo has shifted and adapted accordingly. 

3.) Greater adoption of media relationship software and tools

“Smarter not harder” is ever more important in today’s media relations efforts. 2020 was a prime example of the output and work we can attain when using technology and tools to their fullest. While we all are still social distancing and working remote, we can use relationship management tools and software to nurture and monitor our existing relationships.

4.) Increased urgency to stay up-to-date on the media landscape

It goes without saying that the start of 2021 showed how we should always be ready for unprecedented changes and shifts. With that, media relations will require us to follow the media landscape even more closely to stay aware and aligned with emerging trends as well as media and journalist changes. 

5.) More targeted relationship-building campaigns

This past year has highlighted how valuable time is. Moving into the new year, specified and targeted relationship-building campaigns will allow you to establish those valuable relationships while being able to maintain balance. Referencing back to trend #3, “smarter not harder” is a move we can all double-down on and benefit from. 


Though the start of this year has been a rather tumultuous series of highs and lows, PR professionals are no strangers to taking these changes head-on and coming out on the other side.

Put our predictions into action in your media relations strategy today! Not sure where to begin? We’ve got you covered in our article, How to Build an Effective Media Relations Strategy, breaking down tips, tricks, and advice to get you started on the right track. Also, be sure to follow us on Twitter for the latest news and updates on all things OnePitch. 

Mathew Cruz

Mathew started at OnePitch in January of 2020 as a Marketing Apprentice. He currently serves as the SEO & Content Marketing Specialist handling content creation from social media to the OnePitch blog. Mathew studied Integrated Marketing Communications at San Diego State University. In his free time, he loves creating art, visiting museums, and traveling.

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