A new decade is upon us, and as time moves along, so do the major trends in communications. Over the next few weeks, we’ll be sharing thoughts from our team members who are working on the frontlines in our new series, The FHR Scouting Report. Today, we start with the trends we’re keeping a close eye on from a reputation management and media relations perspective.

Reputation management: companies will continue to become purpose driven

‍In 2019, there was a shift in the reputation management space – companies started to recognize the importance of social purpose.

In 2020 and beyond, we’ll see this trend continue to develop. Companies will need to conduct internal audits and put a heavy focus on finding social purpose and incorporating it. This will impact who is hired, how businesses operate and how they go to market.

“Companies will emphasize integrity and bring all stakeholders to the table to define a purpose that resonates with their employees and consumers.”

Having a social purpose will no longer be an additional perk but rather a necessity. Operating with a purpose will become a priority at the c-suite and board levels. Companies will emphasize integrity and bring all stakeholders to the table to define a purpose that resonates with their employees and consumers. This raison d’être will guide them on the day-to-day.

Media relations: as technology advances, people will matter more

While communications has shifted to social and digital platforms, there is still major value for companies landing marquee coverage in leading print and broadcast outlets – earned media relations will remain one of the best ways to authentically establish corporate reputation. How will the successful PR practitioner land impactful stories in the 2020s? To keep up with the steadily evolving media landscape, there are three key things they’ll need to do:

1. Foster stronger relationships
2. Tell smarter, more targeted stories
3. Make the life of the journalist easier

“Earned media relations will remain one of the best ways to authentically establish corporate reputation.”

While newsrooms continue to shrink, PR practitioners may be hearing ‘no’ more than they like; however, it’s increasingly going to be up to them to move past a reliance on digital communication, get to know who they’re pitching, and understand why the story they’re telling matters to the audience.

Putting people – and the causes they care about – at the centre of communications will help companies win in the coming decade. Check back next week for a new edition of the FHR Scouting Report where we discuss what the social and digital space has in store.