The recent PR Week and Cision Comms Report 2020, Measuring up to the Moment, makes interesting reading.

The fourth annual comms report of its kind reflects an industry that has confronted both old and new challenges in a year like no other.

And wow, what a year – in every sense.

However, the often lambasted discipline of PR has perhaps experienced a new status of late, with 85% of PR & Marketing respondents in a recent US survey stating that the counsel of comms has been sought more following Covid 19.

The White House notwithstanding…

My take? That the relevance of comms, internal and external, has never been greater. And indeed, is increasingly regarded as a platform to both support and stabilise organisations.

Nimble and agile comms must lead the way, quite rightly: real time alerts, and effective, responsive planning and action.

Creativity too is a must for any comms strategy in telling the story and influencing consumer behaviour.

And identifying the right influences is a fundamental aspect, to build trust and sharing commonality.

The last year has tested us all, forcing us to adjust, re-group and re-align – and within our industry this has changed the way communications works, from message tone to performing daily work functions.

As we finally say goodbye to this year the report gives food for thought in terms of approach and focus as we look to the year ahead.

The future is comms.

Wishing all of our clients and wider stakeholders a happy festive period, and best wishes for 2021.