Trust crisis: 5 changes you must embrace for 2021
For communicators, the pandemic has elevated their role while also making the challenges they face more difficult than ever before. Here are the tactics that should get more attention.
Communicators can no longer rely on what worked before. Brands must ensure that confidence is developed and nurtured across every touchpoint–with PR driving the strategy, crafting the experience and ultimately building trust.
Consider these important trends:
1. Brands must rethink third-party validation.
It’s no secret that the media landscape is changing. In 2021, we’ll likely continue to see more newsroom layoffs and industry consolidation, with reporters left absorbing more beats and trying to do more with less. The key to consistent wins still comes down to nurturing relationships with reporters, but smart communicators will make sure their toolkit contains elements like fresh, original data (easily obtained through an industry survey) to help substantiate trends—all while setting expectations with stakeholders that playing the long game is necessary to drive results.
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