As the world is grappled with a deadly virus, businesses are not going in the direction as it was expected. Amid all the chaos, the PR industry has witnessed severe challenges. In order to sustain, the PR industry has now adapted new ways and techniques. With innumerable factors playing in and advancement of technologies, PR trends experts now have switched to different mediums to overcome these trying times. Here’s a list of Top 5 PR trends that will be dominating in 2020 Story Building A large part of PR depends on ideas. The new rule of PR has now changed to creating compelling stories for the media platforms. It is important to understand that in the time of crisis, journalists and editors will not entertain any kind of news that is not relevant to the current scenario. For instance, if Covid-19 is now the most important topic, it becomes imperative for PR professionals to pitch on Covid-19 from different angles. Therefore, ideas will rule the year 2020. Research and Analysis Gone are the days of traditional PR campaigns. With social distancing being the new normal, new campaigns and events have now taken digital forms. Organizations have now switched to the digital medium to promote their products and services. That’s why it has become essential for PR companies to pitch new stories and ideas with facts, figures, and statistics. Stories without facts and figures are generally not accepted by journalists who then refuse to publish it on their website. Therefore, it becomes important for the PR professionals to pitch stories that that enough facts and statistics and are authentic. It assists the journalists to delve into the matter more deeply and present the best news stories for the audience and increase the readability. Drive Influencer Engagement Influencers play a vital role in strengthening the brand reputation, increase engagement, and conversions. PR agency professionals need to understand that it is not just enough to develop relationships with journalists. They need to strengthen their bond with influencers, reach out to the ones with the maximum followers, and convince them to promote their products and services. Also Read: Digital Marketing Tips in 2020 for you Online Business If influencers charge a hefty amount, the marketers and businesses can offer them the products for free or even switch to micro-influencers. The important point here is that the influencers must have decent followers on social media platforms so that when they promote your products and services, a large number of audiences are able to know about the product. More Emphasis On Crisis Communication & Reputation Management 2020 will witness more of in-house roles focusing on reputation management and crisis communication. As per the reports, 49 percent of the company’s reputation depends on the reputation and image of the CEO. Companies tend to lose almost 25 percent of their business with potential customers if they find negative comments of the company and the CEO on the first page of their search results. More than 80 per cent of customers rely on online feedback and comments. As a result, PR will be more focussed on preventing any such crisis that can tarnish the reputation and image of their company. Crisis management will see larger roles that will assist in preventing any incidents like the flow of negative hashtag campaigns on social media or any other online platform. As a result, the crisis management team’s role will be enhanced who will need to consistently check on the online activities to prevent the flow of negative comments. Increase of Personalized Brand Experiences In the age of digital media and technological innovations, companies need to assure that they develop strong relationships with the customers. This makes it mandatory for them to understand the digital consumer behaviours and reach out to the targeted audience. These targeted users must be introduced to the brand through social media connections. Companies have already started to develop personalized relationships with users to instill within them faith towards the brand. PR will witness different strategies in 2020 and to win the hearts of the customers, it becomes mandatory for brands to follow these upcoming trends. With compelling content, influencer management, and a strong crisis communication plan, the PR industry is expected to shine and come out victorious with their plans and strategies.