DEI, Purpose, Crisis, Personalization and Technology Seen Powering Successful PR in 2021


Each year we ask communication leaders to predict and spot trends for the new year. In the wake of a tumultuous and unpredictable 2020, it was not an easy job. We thank them.

For 2020, personalization was predicted, in 2019, as a dominant theme. Trust topped the 2019 list. Some trends for 2021 extend what 2020 highlighted: greater emphasis on DEI, purpose and internal communication.

In addition, our communicators anticipate greater reliance on technology in PR and marketing. Several note, though, companies will use tech and social differently in 2021. One prediction is that social will emphasize joy and tap into personal experiences. PR vet Bob Pearson envisions a potential intersection of gaming and messaging platforms (page 13).
Recovery or Depression?
On the business side, the jury is out.


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