Stories by PRNEWS

PRNEWS introduces the 2021 Education A-List, the 35 educational institutions advancing careers in PR and communications.

How has the pandemic changed the way consumers behave and, as a result, how brands communicate and market? Four professors attempt to answer those questions as they look ahead at 2021 trends in PR, communication and marketing. They anticipate much online shopping and a realignment of CSR.

The GameStop explosion means monitoring the social conversation involves a lot more than previously thought. Not only do communicators have to keep track of a slew of channels and private conversations, they need to comprehend how subreddit groups operate and the damage they can do to brands.

As the world continues to rock and reel through concurrent stressors, companies need to reset and reevaluate their employee experience. In the wake of change and uncertainty, employee engagement programs are failing to meet employee needs.

Black history has been celebrated in the U.S. for the last 95 years. The idea was conceived more than 100 years ago. Still, the stories of Black PR pioneers remain largely unknown.

Many agencies and practitioners already have attempted to predict what corporate responsibility and purpose look like for brands in 2021, but the time for pontification is over.

Now, we must be unapologetic in our expectation for companies to step in when governments fall short. This tenant of corporate responsibility was brought to the forefront with Twitter and Facebook announcing they’d banned former president Trump–permanently and indefinitely, respectively–from their platforms.

You never know where you’ll find a PR takeaway. Even during the pandemic, you can spot media coverage on the walls of your local Five Guys. And it’s often coverage from national and local outlets. In addition to a dangerously delicious burger and fries, some PR lessons are on the menu.

The GameStop/Reddit fiasco offers several lessons for communicators. One is that the savvy PR pro pays attention to all platforms and discussions, including those on private message boards, closed Facebook groups, Reddit and Substack and many more. In addition, prepare your executive to offer more than emotion and staid talking points during TV interviews.

‘Bring your true self to work’ is an often-used phrase. For David Brown, it’s a lesson he learned as a youth and carried with him into adulthood. Today, he imparts it daily to students and fellow PR professionals. Yet, he’s constantly reminded of its importance. For example, during the country’s recent racial reckoning and on a visit to his 100-year-old grandmother.

No company, not even timeless luxury brands, is immune to today’s social, racial and political movements. While luxury brands once were able to float above social issues, that’s not the case today. How should these ‘timeless classics’ navigate the current landscape? In short, much the same way other brands do.