What to Expect in 2021 and Beyond

So, what does this all mean for PR pros as you compete for journalists’ very divided attention to secure coverage and deliver on business goals (and get Barb from Accounting to stop asking why your company isn’t on the front page of the Wall Street Journal)? It means you have to rethink how you’re planning and packaging your story, how you’re targeting and approaching press, and how you’re managing your ongoing relationships so you’re the first call they make when they’re on deadline.

What types of stories are journalists looking for this year?

Glad you asked. After a year of disruption, division and a whole lot of headshaking, the public and journalists alike are hungry for positive news. As COVID-19 coverage continues, journalists want “feel good” stories on getting back to normal and how companies, communities and technologies are helping others. One third are also looking for stories on furthering diversity, equity and inclusion as those conversations continue across communities. In addition, journalists want more research-based, thought leadership content.

the public and journalists alike are hungry for positive news

Source: Good News Network

How have the events of 2020 shaped your editorial strategy for 2021? Check all that apply.

To provide more insight on journalists’ wish lists, we asked them to provide guidance on the types of stories they want to tell this year. Here’s an inside peek at what they’re looking for:

Stories about how businesses are pivoting to serve customers post-COVID-19.
Practical stories to help families face another challenging year.
Stories on racial and social justice.
Finding ways to entertain and inspire. We’re avoiding the negativity, the pandering, the scare tactics, etc. that our competitors resorted to last year.
My organization is moving away from ‘news of the day’ and toward longer, character-driven storytelling.
Product and technology stories with consumer interest.
Sustainable business and ESG [Environment, Social and Governance] investing.
Stories that address return to travel and what the future looks like.
Instructional ‘how to’ storytelling to help educate readers.
Return to hyperlocal community news.