Well, friends, we’re a year out from the onset of the pandemic. Since then, we’ve all encountered quite a bumpy road – be it COVID-19 illnesses or the slew of racial injustices – and companies around the world have had to alter their external presence one way or another. Many of these companies who had never thought about the benefit or need of public relations have rearranged their marketing strategies to incorporate this kind of proactive communication with the public. 

Sometimes the greatest, and occasionally the most difficult, lessons come from a stormy chapter. As brands began to shift their focus from overt selling to ensuring that their audiences felt comfortable and heard, PR took on a new meaning for many people.

Industry Growth Is on the Horizon

The global public relations market is expected to grow from $88.13 billion last year in 2020 to over $97 billion in 2021. Because of the COVID-19 crisis, more and more companies are reorganizing their operational departments to include integrated PR plans to create a competitive advantage. The PR industry is also evolving to be more adaptable to client changes, furthering the kind of rapport businesses ideally want with their PR contacts.

If we’ve learned anything from this past year, it’s that sometimes it’s hard to anticipate what the future holds and how different audiences will react. As our virtual world continues to expand and evolve, so will the need for impactful external communications globally. And perfecting media relations is not a skill that can simply be implemented without trained professionals leading the charge.

As the PR industry continues to expand, so will its footprint in high schools and colleges. Even among our staff at Dittoe Public Relations, some didn’t learn the true meaning and benefit of public relations until they were introduced to the field in their journalism classes in college. 

A Supporter of True Journalism

In an era where the term “fake news” is known by many, it’s critical for PR professionals to be a catalyst for bringing fact-filled news to the forefront. Currently only 9% of Americans trust mass media a “great deal,” according to a recent Gallup poll. Trust in the media has remained relatively low over the past decade, political polarization being a large reason. Regardless of one’s party affiliation, trustworthy journalism remains incredibly important. 

When bringing stories, thought leaders and statistics to any news room, it’s the responsibility of the PR industry to implement ethics – or essentially understand the difference between right and wrong. PR professionals have a unique power and responsibility to not only do the research, but to convey facts through various media outlets, be they digital, TV or social media. 

One of the major benefits of partnering with a credible PR agency is that they’ll help you navigate the occasionally murky waters of media coverage. The more facts, transparency and authenticity brought forth from your organization, the better your relationships will be overall. 

Selecting the Right PR Team

It’s never too late to begin building onto your current team to incorporate public relations. PR agencies like Dittoe Public Relations know how to share the right information to the right places and to the right people – all while building brand reputation and awareness. Establishing trust among publics and stakeholders is key, especially right now as our world is continually changing, healing and growing. Connect with us to learn how PR is more important now than ever.