PR and communications trends for 2021

We can all agree that 2020 was a year like no other.  So, what has 2021 in store for PR agencies in Dubai and all Digital and communications professionals globally? Here, we share the trends that will govern 2021.

Communication on diversity

2020 was not only the year of the pandemic, it was also the year that diversity became the talk of the town. Companies came forward to show their support for people of all race and backgrounds, workplace policies were overhauled to become more inclusive and, we expect this trend to continue. Brands will align their marketing and communications with values of diversity and inclusion in 2021.

Work from home, employee engagement and mental health

Expect more conversations and policies around work from home. Is it good for you, bad for you or are you even open to it? With WFH, also comes into focus the topic of employee, customer and client engagement. How do you engage virtually? How do you train a new employee online, how do you support them through virtual orientation?

There is going to be more emphasis on best digital technologies to keep the workforce engaged and, communication on how to interact more effectively with customers and clients virtually and in real-time.

This also brings into limelight the topic of mental health. Are employees stressed out handling work and children at the same time, with no break? How will they manage virtual school lessons for kids and their own work, under the same roof? Are single employees working from home lonely and, is it affecting their output? Do they feel scared that maybe the management thinks they are distracted? Companies will find it necessary to discuss these topics more and more and, communicate with them to assure current and future employees. Internal communications will be of great importance in 2021!

Reaching journalists

It is going to become more difficult for PR pros to reach out to journalists for a chat, as more and more reporters opt to work from home. This is already the case in Dubai and other Middle Eastern cities. Reaching them on office numbers will be difficult, and not all maybe willing to share their mobile numbers. So, what should you do? Make sure your written pitch is so good that you get a response!

Be prepared to arrange media interviews on Zoom! Make sure your client knows the interview is going to be recorded and so make sure he is seated in a quiet place against a great background, to make sure the interview comes out with great audio-visual appeal.

Expand your reach

Apart from influential media, make sure you also have a list of bloggers, podcasters and non-traditional media outlets in your outreach list.

Digital is going to explode

Live digital events, podcasting, and livestreaming is going to take over communications and events. Unlike pre-produced content, live video encourages viewers to participate in a conversation in real-time and be more engaged. Interest in podcasts is also increasing, they are a great way to position companies as thought leaders.

Share, Share, Share everywhere

Digital media was already capturing everyone’s attention and this trend is only going to continue. Share your PR coverage on your social platforms, don’t be shy! Engage with the same earned piece of media if you see it retweeted or reposted by your followers. The more you circulate the story, the more people will see it.

Data is the key

Content campaigns will be based on customer data, based on what, where and how they consume it. Communication will become more focused, creative and measurable.

Brand collaborations

Connect your client’s brand with other brands with similar values. Host joint campaigns, webinars, panel discussions and events to engage with shared audiences and, to reach out to new segments.

Influencer campaigns

Ask your client to factor in a budget for influencer reviews and campaigns that can generate alternate forms of coverage. Always be careful that you target the right influencer for every campaign. Ever since Covid brought about social distancing restrictions, consumers have spent more time on social platforms and companies found using influencer content useful to reach them.

Hope you enjoy this article. Want to know more about us? Check out below.

Iris PR is a top communications agency in Dubai unifying PR, digital marketing and brand collaborations into content-rich communications campaigns that inspire story sharing. Founded in 2009, Iris PR is based in Dubai and works with global and local companies across technology, healthcare, consumer products, corporate and finance. For more information, visit

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