Claur magazine recently invited our founder Lisa Smith to talk about trends we’re seeing in communications, and she recaps her ideas here. One major theme is clear: when you look at trends in the industry, they’re really just a reflection of wider trends happening globally for humanity.
1. KINDNESS
The PR industry, especially in fashion, historically had a ‘Devil Wears Prada’ reputation, but I’ve noticed a huge shift during my career to where industry leaders are embracing a kinder approach towards their teams and their peers, which has only been amplified by the current crisis.
Brands are also being kinder, to their customers and to the planet. It is now imperative for brands to give back to their audience and consumers, acting purposefully towards their people and the environment.
2. RESET
As one of the panelists on our PR webinar last week said, “We can use a moment of crisis to reinvent, future-proof and see how to pivot and evolve into the future in a better way." The industry is taking a step back to evaluate its modes of doing things and working on newer, more efficient ways. Going forward, we will see examples of this like cutting out unnecessary travel and taking a more critical look at whether events need to take place.
3. DIGITAL ACCELERATION
The coronavirus has accelerated the digital takeover of most aspects of business. While I personally don’t think digital can ever entirely replace IRL, I see it as living complementarily alongside it, even once we can resume social interaction. At The PR Net for example, now that we offer a digital event program, we are noticing an increasingly borderless community for our industry; with larger numbers of new members joining from other cities and countries. As such, we will continue the digital program as a complement to our future in-person events.
4. AGILE APPROACH
It’s been many years since the traditional PR approach has been enough on its own, and successful communications pros offer a suite of services. This has been amplified by the coronavirus and more than ever companies are shifting their scope to meet their clients’ or brand's needs, not just delivering what their typical scope of work might have been. We’re also seeing agencies offer clients short-term, lighter commitment plans, as opposed to the usual longer-term retainer model.
5. COLLABORATION & COMMUNITY
Partnerships and collaboration have always been important, but the pandemic has reminded us of the value in working together, whether it’s team cross-pollination or on a larger industry scale. Agency owners are reaching out to one another for advice and camaraderie and thought leadership is more important than ever, particularly within your own community.
While we are socially distancing, the drive to connect with each other is strong, as is the need for community, so I think we’ll see the continued rise and strengthening of micro-communities in various wheelhouses.
