Hassan Al-Sufy

Public relations has changed significantly in the past decade, surpassing all changes that have occurred since its inception. These changes have brought about a number of opportunities alongside many challenges for public relations practitioners. The roots of these changes lie in the internet, with social media branching out from it.

Let us take a quick look at the most prominent anticipated trends in modern public relations practice in 2020:

It is almost impossible to avoid the topic of artificial intelligence in any industry, and the public relations sector is no exception. Artificial intelligence undoubtedly has an impact on the communication industry, but we still lack a clear understanding of how it will specifically affect the future of the public relations profession, especially considering the underutilization of social networks in dialogue and interaction with the audience. Keeping this in mind, it is unlikely that we will see even a limited adoption of AI-based applications in the Arab world soon.

It is also expected that the line between public relations, marketing, and advertising will become increasingly blurred in 2020, as these three disciplines have become more intertwined. Since many brands are reviewing their budgets for public relations, marketing, and advertising to cut costs, the roles of public relations practitioners have diversified, becoming brand ambassadors, social media experts, content marketers, and trend monitors. This trend is expected to continue in 2020. Academically, strategic communication departments and concepts have emerged, and practically, more public relations firms are renaming their integrated agencies and offering services that go beyond traditional public relations.

The rise of influencers on social networks, especially on Twitter, Snapchat, and Instagram, may push public relations practitioners to increasingly incorporate this popular tactic into their programs. Public relations may seek to build relationships with key social media influencers to directly assist them in reaching a specific target audience.

Public relations will also transform into a trusted partner for media. It is no secret that the media landscape has changed significantly over the past decade. The golden days of newspapers and print have passed, and journalists are under increasing pressure to achieve better coverage and obtain digital content rapidly. Therefore, public relations practitioners will continue to work as value providers to supply content for media, offering materials that journalists can use to develop news stories and valuable topics.

The news story will remain a priority. Although the digital age has brought significant changes to public relations practices, with consumer attention waning and the desire for instant information posing a threat to long and deep narratives, the decline in public trust in what is presented through media platforms and the rise of fake news will make storytelling in public relations more important than ever, provided that one understands how to develop a compelling narrative that fits the nature of new media.

The success of public relations in 2020 will hinge on the balance between science and creativity. Public relations practitioners will need to become data experts to understand how their target audience consumes and lives. Data analysis will play a significant role in moving public relations forward, and any organization that does not rely on the power of data will be at a disadvantage. Public relations practitioners must combine data with creativity, which has long supported public relations campaigns, to predict future trends, identify new audiences, and ensure that programs are engaging and relevant to end users, while being cautious about handling raw data without awareness.

Increased attention to public relations ethics: 2019 was filled with numerous prominent scandals. These events, along with consumers' rising expectations for organizations to adopt ethical behavior, will mean that there will be more focus on ethics in public relations practice in 2020 to gain and perhaps restore their clients' trust.

Reputation management and crisis communications will remain a key topic: as reputation remains a crucial element of public relations. The immediacy of social media and the rapid dissemination of news mean that potential negatives and scandals can be broadcast around the world within minutes. Keeping this in mind, we will see that both trends will continue to be an important element of public relations practice in the future, as organizations continue to elevate staff levels and develop social media strategies.

The evolution of press releases: People do not have enough time to read an entire article; they prefer visual content over static text, as it helps them save time and overcome the challenges of reading content. Thus, press releases have changed the way of communication and are evolving to become visual.

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