2019-12-10 17:38Blog post

The State of PR in 2020: 3 Predictions for the New Year

Intrado Digital Media President Ben Chodor introduces the Notified platform, launching in North America in 2020.Ben Chodor, President of Intrado Digital Media, shares his PR predictions.

By Ben Chodor, President of Intrado Digital Media

2019 has been an exciting and challenging year for PR professionals. From navigating the complexities of the global political climate, to an increasing demand for Corporate Social Responsibility (CSR), to the continued battle against misinformation and ‘fake news’ across the social media landscape – PR has come a long way from traditional tactics like press releases, bylined articles and media training.

The future of PR is ‘precision’ – the perfect combination of intuition and data to predict the most accurate and impactful outcomes. Forces like the need to align with marketing and new measurement and reporting technologies will continue to push the field in new directions next year.

So, what’s ahead for the public relations in 2020? Here are my top three predictions: 

    1. Data Plays a Bigger Role in Reporting: PR has historically shied away from hard numbers - like web traffic or lead generation metrics - because earned media coverage doesn’t always have a direct line to sales or brand lift. The result? The industry has resorted to looking at data in siloes (like reporting on earned media without correlation to web analytics or social data) - which means failing to showcase the bigger picture for campaign efforts. In 2020, PR pros should make better use of accessible data technology to understand the outcomes of their efforts – looking at earned and paid media, social mentions, web traffic, share of voice and sales leads to strategically and honestly report on campaign work.

    2. PR Learns Marketing: The rise of big data in marketing analytics - and the resulting improvements to attribution and accuracy has put pressure on PR to overhaul traditional approaches to measurement and prove the value of their work. According to Gartner, “By 2022, profitability will replace customer experience as the CMO’s No. 1 strategic priority.” There’s no doubt that 2020 will challenge communications experts to make better use of data to align efforts with outcomes – with a much sharper focus on sales impact.

    3. Expanded Service Models Give Agencies a Competitive Edge: Earned media isn’t going anywhere – but it’s no longer enough to drive an entire PR strategy. Communications professionals (and agencies especially) need to think more holistically about their service models - and expand work to include more strategic sponsored/native content, digital, and creative programs/events. In an industry known for its creativity and messaging/positioning expertise, expanded offerings will help give public relations the competitive edge needed to win bigger budgets.

Today's PR and marketing professionals have a variety of powerful new tools to listen, create, connect, amplify and measure their communications. And more than ever before, to drive true success and ROI for their organizations, they must work together. The only thing that is for certain is that 2020 will bring exciting, new opportunities for brand and the pros that represent them.

These are just a few of the exciting changes the PR industry can expect to see in 2020 and beyond. To learn more about these trends, or about how Notified can help you create better PR campaigns, book a demo today.


Topics: PR

About Notified

Notified was founded in 2010 and quickly became a disruptor in Sweden and across the Nordics. From the beginning, our goal has remained the same: to create a truly unique platform for PR and marketing professionals; one that delivers deeper, more actionable insights from social data and earned media, and brings the entire communications workflow into a single platform. In April 2019, Notified was acquired by Intrado, a global leader in digital communications.