How to refocus brand PR in 2021

• July 19, 2021
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By Alexa Kelly, Account Executive, North Strategic

The COVID-19 pandemic changed everything. As lockdowns became a frequent reality for many provinces, consumer shopping and spending habits shifted, and screen time spiked. Many Canadians lost their appetite for marketing that dwelled on the “before times” and a pre-pandemic life that felt out of reach.

The last year changed the way brands, communications and interdisciplinary sectors operate. At its worst, it often led to questionable PR strategies that were out of touch with the reality of the pandemic and an unforeseeable future. Agencies have been forced to reevaluate effective PR as the reliance on digital communications increased throughout the pandemic.

We have to recognize COVID-19 fatigue among Canadians and continue to redefine how we reach consumers. As PR specialists, we must continue to pivot and set new standards for clients and brands.

Here are some key areas of focus required for the “new normal” of PR in 2021:

B2B Digital Marketing

According to a recent industry survey, more than two thirds of marketing leaders anticipate boosting digital spend this year. The CMO Council audit found both B2B and B2C organizations will adapt their marketing strategies to create intimate, one-to-one interactions geared towards fostering more loyal consumers throughout 2021. Whether it’s a personalized newsletter or thought leadership within your organization, building more localized campaigns and redefining the target audience will generate stronger acquisition for brands year over year.

Content Relevance

Understanding today’s audiences and tapping into their needs as consumers will be more imperative than ever. The average consumer brand must remain authentic in their messaging and “own” their space rather than co-exist with multi-faceted competitors. Research shows approximately 72 per cent of TikTok users found ads on the app more “inspiring” than other platforms. Although some areas of the app have yet to be explored in terms of paid media, brands are leveraging the ever-changing trends in digital content to relate and connect with consumers directly. Experts estimate Canadians will spend nearly 10 hours per day on media, with more than half of that time on digital media. Key messaging and strong brand awareness is crucial when positioning a brand as a dominant player in an over-saturated digital environment.

Enhancing Trust

Studies demonstrate more than half (53 per cent) of journalists feel the public lost trust in the media over the last year. More than one in four journalists (28 per cent) receive over 100 pitches every week, with the majority headed straight for the “deleted” folder. To help mitigate this sense of distrust, brands must craft highly relevant pitches and niche media lists to ensure the message gets to the right audience. Unique visual aids hold tremendous value for any pitch and can help put it over the edge. By developing appropriate budgets for meaningful creative elements, successful media hits and impressions will climb.

Proactive Communications

As a result of the pandemic, many brands, corporations and governments experienced an uptick in crisis communications. To prepare for the foreseeable future, brands should be proactively surrounded by key positive messaging. A commitment to build a consistent reputation will be critical if and when the time comes. If successful in this approach, consumers and audiences will be more inclined to ignore the bad news and lean into the brand messaging.