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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
In short- media relations continues to get tougher. So brands need to be open to turning to self-publishing, guest posting/contributed articles & other avenues to accomplish goals. Also look @ tools like @sparktoro for insight on where their audiences _really_ are. May not be WSJ
— Michelle Garrett (@PRisUs) December 15, 2020
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
Many PR companies will continue to be impacted by Covid at a budget, customer retention and business growth level. Also as a result of Covid, clients will deal with changes in messaging, strategy and budget. Perhaps more journalists will leave newsrooms to set up their own pubs
— Fortress Strategic Communications (@FortressStratCo) December 15, 2020
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
Less of a prediction and more of a hope that firms will continue to embrace media relationship management software and be bold in adopting new features to learn more about the nature and quality of their agency’s reporter relationships.
— Sam Tormey (@tamsormey) December 15, 2020
“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
From our PR Lead Catie Mayer “2020 was a year of shifts and pivots, & that will likely be no different in terms of the media landscape in 2021. More than ever, PR pros will need to stay ahead of trending topics, journalist moves, and media changes.” #pr #media #tech #2021
— Stream (@getstream_io) December 15, 2020
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
Building relationships is going to be even more key – especially as journos continue to wfh. Therefore, PRs need to be much more targeted with their campaigns and put the time into those relationships again. Agree with the above comments about newsletters and own content ??
— Megan Allen – Tourism PR (@RuralRootsMedia) December 16, 2020
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.