Nearly every business and organization had to change the course in 2020. The world was turned upside down, and businesses found themselves facing new challenges. For 2021, these businesses are not only looking to make up for lost time from the previous year but also to adapt to new trends and norms that have emerged from the pandemic.
One way for businesses to effectively use PR in 2021 is through the use of digital advertising. The tried-and-true methods of using social media to drive new campaigns or promote brands are no longer enough. Media savvy consumers demand a constant stream of new videos, pictures, ads, and stories. The popularity of many different platforms skyrocketed in this past year, creating more opportunities and unique ways to market to an audience. Businesses need to see what channels work for them and where they are most likely to connect with consumers likely to need their products or services.
Leveraging the explosive growth in media in 2021 means cultivating a keener awareness of how people now perceive it. Because the pandemic forced many of us to rely heavily on media sources and technology, the attention spans of the public, young adults especially, have shrunk, majorly. This is something for organizations to continuously keep in mind, as they should keep their advertisements as engaging, concise, visually appealing, and organic as possible.
Along with the use of media, in 2021 brands will feel pressure to manifest their values. This means not only sending business messages but also “walking the walk” when it comes to the current social climate. Businesses that spoke out about injustices when it comes to diversity, equity, and inclusion will now have to live up to the standards they set for themselves. It is one thing to state values, but another to stick with them in the new year. In the past year, the public lost an immense amount of trust in organizations that did not stand for certain values. It’s no longer enough to convince someone to like their product; you also have to convince them that they can trust who it is coming from.
As the pandemic continues in the New Year, there is an increased emphasis on health and safety. This doesn’t mean consumers are only buying health products – such as masks or disinfectants – consumers want to trust the health and safety measures of the product producer.
With a year behind us as unpredictable as 2020, there is so much potential for 2021 to be a better year. The need for everyone, including businesses, to step up and be ready for anything is stronger than ever.