By using this site, you agree to the Privacy Policy and Terms of Use.
Accept
Marketing In Asia
  • Marketing
    • Viral
    • Expert Opinions
    • News & Trends
    • Research
    • Market Podcasts
    • Market Videos
    Marketing
    This category deals with best news and updates on marketing and branding news and events.
    Show More
    Top News
    Sangeeta Mudnal
    How conversational commerce benefits marketers
    2 months ago
    Andrew Monu, VP of Marketing, LinkedIn
    Marketing in Asia Presents an Exclusive Interview with Andrew Monu, VP of Marketing, LinkedIn
    3 months ago
    Ankita Thakur
    Marketing in Asia Presents an Exclusive Interview with Ankita Thakur, Group Head of Marketing, MoneyHero Group
    3 months ago
    Latest News
    Marketing in Asia Presents an Exclusive Interview with Cris Tan, Associate Director, Publisher Development (SEA)
    2 months ago
    Time for ASEAN to Rethink a Single Currency Amid Global Trade Tensions
    2 months ago
    Marketing in Asia Presents an Exclusive Interview with Carine Chin, Head of Corporate Marketing, Etiqa Insurance Singapore
    2 months ago
    Marketing in Asia Presents an Exclusive Interview with April Tayson, Regional VP INSEAU at Adjust
    2 months ago
  • Startup
    • News from Startup world
    • Startup Stories
    • Trends and Opinions
    • Startup Podcasts
    • Startup Videos
    Startup
    News and articles from startup and venture investment world
    Show More
    Top News
    Japan’s Evolving Booze Culture: A Market in Transformation
    Japan’s Evolving Booze Culture: A Market in Transformation
    10 months ago
    text
    Safe Space™ announces partnership with National Healthcare Group as it continues to boost employee support and wellbeing
    10 months ago
    Sakshi Kalani Founder & CEO of Savy Click and Jaipur Unfolded
    AI-Powered Analytics: Sakshi Kalani on Influencer Marketing in 2025
    11 months ago
    Latest News
    Byron J. Fernandez: Minimize the stress of business crises with strong CX
    8 months ago
    Vedant Mahajan Acquires Stake in Flite: Transforming Event Technology with Innovation
    8 months ago
    Navigating the Digital Economy and Tax Challenges for SMEs
    8 months ago
    sehatUP Launches India’s First Integrated Digital Health Clinic, Pioneering Holistic Healthcare
    9 months ago
  • Business
    • Feature Stories
    • News
    • Business Podcasts
    • Business Videos
    Business
    News and press releases from business world of Asia
    Show More
    Top News
    Andrew Monu, VP of Marketing, LinkedIn
    Marketing in Asia Presents an Exclusive Interview with Andrew Monu, VP of Marketing, LinkedIn
    3 months ago
    Ankita Thakur
    Marketing in Asia Presents an Exclusive Interview with Ankita Thakur, Group Head of Marketing, MoneyHero Group
    3 months ago
    Mary Reschar, Head of Product Marketing, Fluent Commerce
    How retailers can prepare for the rise of Gen Zalpha
    3 months ago
    Latest News
    Marketing in Asia Presents an Exclusive Interview with Cris Tan, Associate Director, Publisher Development (SEA)
    2 months ago
    Time for ASEAN to Rethink a Single Currency Amid Global Trade Tensions
    2 months ago
    Marketing in Asia Presents an Exclusive Interview with Carine Chin, Head of Corporate Marketing, Etiqa Insurance Singapore
    2 months ago
    Marketing in Asia Presents an Exclusive Interview with April Tayson, Regional VP INSEAU at Adjust
    2 months ago
  • Society
    • Inspiration
    • Destinations & Travel
    • Food & Gourmet
    • People
    • Young Voices
    • Society Videos
    • Society Podcasts
    Society
    News and articles from and for societies around us
    Show More
    Top News
    Smashers Sports Acquires Delhi Franchise of WPBL: A Game-Changer in India’s Sports Entertainment
    Smashers Sports Acquires Delhi Franchise of WPBL: A Game-Changer in India’s Sports Entertainment
    8 months ago
    Resorts World Cruises Sets Sail from Dubai with New Luxury Gulf Voyages
    Resorts World Cruises Sets Sail from Dubai with New Luxury Gulf Voyages
    9 months ago
    Australia luxury property
    Australia’s Luxury Real Estate Market Soars as Affluent Buyers Seek Waterfront Dreams
    9 months ago
    Latest News
    From Taboo to Triumph: How Malaysians Are Transforming Their Intimate Health Journey
    4 months ago
    Top 5 Misconceptions About Antibiotics Malaysians Need to Stop Believing
    5 months ago
    Eagle Eye Reveals Impact of Loyalty Programs on APAC Retailers
    5 months ago
    Elevate Your Haircare in 2025 with Jung Beauty’s Luxurious Camellia Edition Treatment
    7 months ago
  • Press Release
  • Awards
    • MIA Impact Circle Stellar CxO 2023 Malaysia
    • MIA Impact Circle Stellar CxO 2023 India
    • MIA Impact Circle Stellar CxO 2023 Philippines
    • Australian Women in Business Excellence Awards
    • MIA Impact Circle Stellar CxO 2024 Singapore
    • Mia Impact Circle Stellar Cxo 2024 Hongkong Award 
    • Mia Impact Circle Stellar Cxo 2024 Indonesia Award 
Search
Technology
  • Hot
  • Trending
  • Editor’s Choice
  • NSFW
  • Reactions
  • Authors
  • Viral on Internet
Other Pages
  • My Bookmarks
  • Customize Interests
  • About Marketing In Asia
  • Business Register & Login
  • Web Stories
  • Videos
  • Disclaimer
  • Terms of Service
  • Privacy Policy
© 2024 Marketing In Asia Sdn Bhd. All Rights Reserved.
Reading: What We Can Expect From PR In 2021
Share
Sign In
Notification Show More
Latest News
OH SOME Shop
Trendy Retail Brand OH!SOME Launches First Store in Thailand at Samyan Mitrtown – the New Go-To Hotspot in Bangkok
Press Release
Michael Komasinski_Criteo
Criteo Raises its 2025 Guidance Amid Solid Momentum in Performance and Retail Media in Q2 2025
Press Release
CPA Australia
CPA Australia welcomes tax reform debate but warns against burdening big business
Press Release
etiqa
Etiqa Insurance Singapore Relocates to New Office at Capital Square for Greater Accessibility and Growth
Press Release
Emma Robbins - Chief Creative Officer Melbourne M+C Saatchi
M+C Saatchi boosts creative leadership with Emma Robbins appointed CCO, Melbourne
Press Release
Aa
Marketing In Asia
Aa
  • Hot
  • Trending
  • Editor’s Choice
  • NSFW
  • Reactions
  • Authors
  • Viral on Internet
  • My Bookmarks
  • Customize Interests
  • About Marketing In Asia
  • Business Register & Login
  • Startup Register & Login
Search
  • Marketing
    • Viral
    • Expert Opinions
    • News & Trends
    • Research
    • Market Podcasts
    • Market Videos
  • Startup
    • News from Startup world
    • Startup Stories
    • Trends and Opinions
    • Startup Podcasts
    • Startup Videos
  • Business
    • Feature Stories
    • News
    • Business Podcasts
    • Business Videos
  • Society
    • Inspiration
    • Destinations & Travel
    • Food & Gourmet
    • People
    • Young Voices
    • Society Videos
    • Society Podcasts
  • Press Release
  • Awards
    • MIA Impact Circle Stellar CxO 2023 Malaysia
    • MIA Impact Circle Stellar CxO 2023 India
    • MIA Impact Circle Stellar CxO 2023 Philippines
    • Australian Women in Business Excellence Awards
    • MIA Impact Circle Stellar CxO 2024 Singapore
    • Mia Impact Circle Stellar Cxo 2024 Hongkong Award 
    • Mia Impact Circle Stellar Cxo 2024 Indonesia Award 
Have an existing account? Sign In
Follow US
© 2023 Marketing In Asia Sdn Bhd. All Rights Reserved.
Marketing In Asia > Blog > Marketing > Buzz > What We Can Expect From PR In 2021
Buzz

What We Can Expect From PR In 2021

profile
Last updated: 2020/12/18 at 12:00 AM
Terng Shing Chen
Share
11 Min Read
what-we-can-expect-from-pr-in-2021
SHARE

Unless you’re living under a rock in the desert, you know that it has been a challenging year for most industries. Public relations or PR was not spared by any means.

As we begin to lay down the tracks and transition to 2021, we all have the same questions in mind – What does the future hold? Where will marketers and brands put their dollars? How much of the pie will be given to communications? Who wants to hire a PR executive with three years of experience?

While we don’t have a magic 8-ball, there are a few things we can definitely expect to see in the public relations industry in 2021.

Social and content will be at the centre of everything

We’re seeing this already. The reliance on social media and the incessant need to churn out content for today’s audience has never been more important than it is right now. The pandemic has just made it more relevant than ever before.

A report published mid this year by DataReportal revealed that more than half of the world’s total population now uses social media. The report also highlighted that the number of users worldwide have surged by more than 10 per cent over the past year, with an average of more than 1 million people starting to use social media for the first time every single day since this time last year. 

Adding on to that, another report highlighted that many digital habits formed during lockdown across the globe have endured, despite the easing of restrictions. It also underscored that search behaviours are evolving, with important implications for brands. This is why digital content platforms have to pivot to stay relevant, such as Travel Wanderlust expanding their coverage to maintain the growth of the platform as travel continues to recover.

These findings underline how crucial it is for the PR industry to evolve or risk being left behind. We must recognize and react to the fact that traditional offerings like media relations and press offices now only a small component of PR. With that, there is a need to adapt to new ways of targeting and engaging with audiences of today. 

A study done by Talkwalker, titled ‘State of PR Report 2020’ shared that though social media and content marketing functions continue to overlap, brands in the Asia Pacific understand the value of putting social media and content marketing at the centre of their communications strategies. In the recent years, there has been a shift towards digital practices such as more social media management (77%), content marketing (77%), influencer marketing (67%), and link building for SEO (56%) being part of PR offerings. 

With this in mind, we look at the state of the PR industry in 2021.

Making your words matter

This might sound like an oversimplification, but in this day and age, humanizing brands will continue to be a driving force behind effective and strong consumer engagement. The old days of customers listening to marketing pitches or sales talk are long gone. Today’s audience is seeking human connection and this is the main reason why authenticity and sincerity are seen as a critical component in marketing techniques.

It is known that making content relatable and personal will help brands create a connection or engage their audience. If you can make an emotional connection with your audience, you will get them hooked and coming back from more. These group audiences can soon be turned into advocates, resulting in the right people sharing the content you create. This is seen often with the Thai creative industry and their amazingly emotional advertisements that garner millions of views.

The age of newsjacking

This might be the year that we finally get newsjacking right. If done correctly is considered as one of the most effective PR techniques – by correctly I mean, being humourous, respectful and avoiding getting labelled as ‘cringeworthy’ Surprisingly only 15% of PR practitioners globally capitalize on it, according to the Talkwater report. 

However, it goes without saying that speed is at the heart of newsjacking. By reacting to breaking news very quickly by providing credible and reliable perspective or insights, brands may be rewarded with a great deal of engagement and media attention. Be it in a media note, social posting, press release, or tweet among others, knowing the right keyword and trending news or topic will be beneficial getting your brand name out there.

Going virtual today

This year, as we all have to adjust to ‘the new normal’, virtual communication played a huge role in connecting the world. Apart from making working from home and homeschooling possible, it became our lifeline as many coped with lockdowns and restricted movement orders. Though it proved to be challenging for some, many found ways to make it work. 

For the PR sector, we knew the show must go on regardless. It is safe to say that we will see more and more marketers shifting gears and reallocating event budgets for virtual execution – the safest and most feasible option as there continues to be uncertainty. This also means brands are able to reach their audiences – meeting them where they are, completely platform and device agnostic. With virtual execution, PR practitioners will have more room to create customised events that are experiential and suited to each audience group.

Banking more on influencer marketing

Paid advertising still has its place in the grand scheme of things, but we are seeing more consumers looking at traditional ads with scepticism as they prefer conversation over promotion. One avenue that presents a potential good mix of the two is influencer marketing. It connects brands with their consumer base, organically earning credibility and trust. 

Today, ‘Influencer Marketing’ is widely recognized as a PR offering with 72% of marcomms professionals based in Singapore and 88% of industry professionals in Malaysia stating as such according to the report

With the ability to measure the performance of their campaign, by using social likes, brand mentions, click-through rates, referral traffic, and revenue, influencer marketing will be the way forward for many brands – regardless of size. IT also serves as an opportunity to weigh in budgets, serving as a cost-effective way to connect with the target audience.

Maximising the use of SEO

While SEO may have been viewed as a ‘marketers thing’, now, it has turned into one of the fundamental benefits of proper public relations. This has seen strong growth over the last couple of years, but there are still stragglers in the PR industry that do not consider this to play a significant role in the work that we do.

One of the most valuable uses of SEO is that it provides a measurable success metric for your PR campaigns. Clients are starting to measure their web traffic performance in conjunction with PR campaigns and this is a good thing for the industry. It keeps us accountable and allows us to judge the value of our offering. One of the biggest signs that PR and SEO go hand-in-hand is seeing more digital agencies hire PR people to help on SEO-driven campaigns proving that the industries are very complementary.

Putting a spotlight on technology

Many top-tier industry players have identified data science, AI, SEO, IoT and augmented and VR as some of the most relevant future technology. APAC region firms saw technology, healthcare, and financial and professional services as the biggest growth drivers. The United Kingdom (56%), followed by the Asia Pacific (51%) leads the line and has been the number one growth sector overall, witnessing the highest growth from tech businesses.

PR has to keep up with the unstoppable digitalisation of everything – yes, everything. PR campaigns need to keep up – introduce data analytics and training so that PR practitioners actually understand what that all means.

2020 was a challenge for all of us and PR people had to innovate and evolve for probably the first time in many of their careers.  This is most likely to continue in 2021 as we will see changes that began in 2020 continue on and start to formalise as part of the norm. 

This is both a challenge and an opportunity for the industry because it is about time we shake up the industry and get things back on track.

You Might Also Like

moha Launches Kesar Chandan Soap: A Luxurious Blend of Saffron and Sandalwood

Ultifresh: Setting the Gold Standard in Sustainable Fashion and Corporate Responsibility

Skinvest Unveils Face Hug Moisturizer: 70% Rice Water & Ceramides for Radiant Skin

Empowering Business Families: IFEC’s Bergamo Study Tour Inspires Multi-Generational Success

McDonald’s Singapore Ushers in Lunar New Year with Sanrio Surprises!

MIA
Get Latest Job Updates on Whatsapp and Telegram
SCIKEY Logo
Whatsapp
Telegram
TAGGED: perspective, public relations

Sign Up For MIA Newsletter

Be keep up! Get the latest updates about the Marketing world delivered straight to your inbox.

    By signing up, you agree to our Terms of Use and acknowledge the data practices in our Privacy Policy. You may unsubscribe at any time.
    Terng Shing Chen December 18, 2020 December 18, 2020
    Share This Article
    Facebook Twitter LinkedIn Email Copy Link Print
    Share
    What do you think?
    Love0
    Happy0
    Joy0
    Surprise0
    Sad0
    Angry0
    Cry0
    profile
    By Terng Shing Chen
    Follow:
    Terng Shing is the CEO and Founder of PR and content marketing technology startup SYNC. With a decade of experience in public relations and content marketing, Terng Shing is combining traditional PR and content methods with automation technology to create a scalable agency.
    Previous Article supercharge-your-life-with-peggy-sealfon Supercharge Your Life With Peggy Sealfon
    Next Article how-to-be-a-new-generation-millionaire How To Be A New Generation Millionaire
    Leave a comment Leave a comment

    Leave a Reply Cancel reply

    You must be logged in to post a comment.

    9.5k Followers Follow
    3.4k Followers Like
    1.1k Followers Follow
    214 Followers Follow
    208 Subscribers Subscribe

    Latest News

    OH SOME Shop
    Trendy Retail Brand OH!SOME Launches First Store in Thailand at Samyan Mitrtown – the New Go-To Hotspot in Bangkok
    Press Release 1 day ago
    Michael Komasinski_Criteo
    Criteo Raises its 2025 Guidance Amid Solid Momentum in Performance and Retail Media in Q2 2025
    Press Release 1 day ago
    CPA Australia
    CPA Australia welcomes tax reform debate but warns against burdening big business
    Press Release 1 day ago
    etiqa
    Etiqa Insurance Singapore Relocates to New Office at Capital Square for Greater Accessibility and Growth
    Press Release 1 day ago

    PropertyGuru

    property guru

    You Might also Like

    moha Launches the Brand New Kesar Chandan Soap, a Masterpiece Crafted with the Finest Natural Ingredients
    BrandingBuzzCampaignMarketing

    moha Launches Kesar Chandan Soap: A Luxurious Blend of Saffron and Sandalwood

    7 months ago
    Ultifresh Setting the Gold Standard in Sustainable Fashion and Corporate Responsibility
    BrandingBuzzPress Release

    Ultifresh: Setting the Gold Standard in Sustainable Fashion and Corporate Responsibility

    7 months ago
    Skinvest Unveils Face Hug Moisturizer 70% Rice Water & Ceramides for Radiant Skin META-DESCRIPTION
    BrandingBuzzCampaign

    Skinvest Unveils Face Hug Moisturizer: 70% Rice Water & Ceramides for Radiant Skin

    7 months ago
    Empowering Business Families: IFEC’s Bergamo Study Tour Inspires Multi-Generational Success
    BuzzEventPress Release

    Empowering Business Families: IFEC’s Bergamo Study Tour Inspires Multi-Generational Success

    7 months ago
    //

    Get Asia to Notice You

    Quick Link

    • Contact
    • RSS Terms of Service
    • Policies & Standards
    • About Us
    • FAQ
    • Disclaimer
    • Terms Of Service
    • Privacy Policy

    Top Categories

    • Marketing
    • Startup
    • Feature Stories
    • News
    • People
    • Inspiration

    Sign Up for Our Newsletter

    Subscribe to our newsletter to get our newest articles instantly!

      Marketing In AsiaMarketing In Asia
      Follow US
      © 2024 Marketing In Asia. All Rights Reserved.
      • Disclaimer
      • Terms of Service
      • Privacy Policy