Communications and PR in 2021: It’s All About Trust

We made it!

Well, to be precise, we’ve almost made it to the end of 2020 – a year that has presented a boatload of challenges and stresses that seemed unimaginable at this time last year.

Those conditions won’t magically disappear when the calendar flips to Jan. 1. COVID-19 will still be overflowing our hospitals and taking thousands of lives daily. And the partisan divisions that have split our nation are likely to deepen.

But the end of the year is nonetheless a time to take a pause to reflect on what we’ve learned over the past 12 months and how that will impact our work in the year ahead.

Here’s some of what we’re expecting for 2021:

A focus on values

Trust is a commodity that’s in short supply these days – and it’s important to make sure all of our communications efforts are grounded in building and maintaining confidence in your organization and its work. This is true whether you’re a nonprofit, a business, or a government agency.

In 2021, it will be critical to show not just what you do, but why you do it. Take some time to reflect on your organization’s core values and assess whether your communications fully and consistently reflect and convey those values.

If you’re missing the mark, there’s still time to course correct. But you shouldn’t wait any longer.

Owning mistakes

Another key part of building trust is acknowledging when you’re wrong.

This is a difficult thing to do – especially when you’re charged with portraying your organization and its work in a positive light.

But if you can admit when you’ve missed the mark – and do it in an authentic way – you might be surprised with how much credibility you’ll earn with your donors, customers, and followers.

Now is a good time to look back at your previous thought leadership content, social media channels, and other communications to assess where you’ve made incorrect predictions, failed to convey your values, or flat out made mistakes. Then, when it makes sense, acknowledge your errors and show how you’ve grown or changed.

And if your organization errs in 2021, deal with it head on and authentically.

Walking the talk on DEI

If you made a statement or pledge regarding DEI in June, be prepared to back it up in 2021.

The racial justice movement isn’t a flash in the pan – nor should it be. You can expect to be called out if you’re not backing up your words with actions.

Now is a good time to review not only what you said, but how the rest of your communications and activities align with your statements and values. Make sure that you get a range of perspectives to help identify any potential blind spots.

If you still have work to do (and you undoubtedly do), acknowledge it and show the steps you’re taking. Silence isn’t an option.

A shift to hybrid work and communications

The COVID-19 vaccines have arrived and we can now see a future in which we’re able to resume hosting in-person events, traveling to conferences, and meeting colleagues and clients face to face.

But the path back to “normal” will be long and winding – and it won’t look the same even when we get there.

We’ve also been working in a virtual world for more than nine months – and we’ve all become comfortable with livestreaming, video, podcasting, and other digital communications.

These tools will no longer be optional add-ons for those who are planning and marketing events. They’ll need to be part of the experience.

The choice won’t be virtual or in-person. It will be a hybrid of both.

Trust and transparency are at the core of all of these trends. If you use them as your North Star, you are well on your way to turning challenge into opportunity – and guiding your organization to reach its full potential in 2021.