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7 Digital Trends Every PR Pro Should Know for 2021

7 Digital Trends Every PR Pro Should Know for 2021

Digital Trend #1: A little social, a little media, with an emphasis on the latter.

Digital Trend #2: People flock to the funny.

Digital Trend #3: Wring every drop of content out of everything you create.

Digital Trend #4: Always write a “curiosity gap” headline.

Digital Trend #5: If you don’t have an email list, you’re losing mindshare.

Digital Trend #6: Test everything, no matter how minute.

Digital Trend #7: If it worked once, do it again. And again.


Jonathan Rick

February 27, 2020


  1. 7 Digital Trends Every PR Pro Should Know for 2020

  2. Repartee Humor Repurposing Headlines E-Newsletters Analytics Archives

  3. REPARTEE A little social, a little media, with an emphasis

    on the former. 01
  4. None
  5. None
  6. “I am, technologically speaking, a moron.” —Sarah Koenig

  7. None
  8. Knowledge 10% Personality 90%

  9. “You don’t need a crazy technical background to do this

    job. A lot of the training is getting really good at talking to people” —Genny Lopez
  10. HUMOR People flock to the funny. 02

  11. None
  12. None
  13. None
  14. REPURPOSING Wring every drop of content out of everything you

    create. 03
  15. None
  16. None
  17. Full Report Decade in the Red: Trump Tax Figures Show

    Over $1 Billion in Business Losses 4,000 words Synopsis 5 Takeaways From 10 Years of Trump Tax Figures 1,500 words
  18. For the Public My Frantic Life As a Cab- Dodging,

    Tip-Chasing Food App Deliveryman For Members What Our Reporter Learned Delivering Burritos to New Yorkers
  19. None
  20. News Release The Walt Disney Company (NYSE: DIS) Board of

    Directors announced today that Bob Chapek has been named Chief Executive Officer, the Walt Disney Company, effective immediately. Blog Post Big news on the corporate level of the Walt Disney Company.
  21. News Release Robert A. Iger assumes the role of Executive

    Chairman and will direct the Company’s creative endeavors, while leading the Board and providing the full benefit of his experience, leader- ship, and guidance to ensure a smooth and successful transition through the end of his contract on Dec. 31, 2021. Blog Post One or two potential replacements had failed to materialize as C.E.O. material. It looks like Chapek has passed whatever hurdles of confidence the Board of Directors required.
  22. News Release Bloomberg LP and Michael R. Bloomberg, its founder

    and majority shareholder, announced today that Daniel L. Doctoroff will be stepping aside from his role as President and Chief Executive Officer of the company effective at the end of this year. Bloomberg L.P. will not name a replacement, but rather will again be led by Mr. Bloomberg with support from the existing leadership team. Blog Post A little less than seven years ago, Mike Bloomberg bestowed on me the greatest honor possible: He entrusted me with his company. It is with great pride that I now turn it back to him. At the end of this year, I will step aside as the President and C.E.O. of Bloomberg LP and Mike will once again assume the helm of the company.
  23. © Gage Skidmore

  24. None
  25. Documentary Podcast

  26. None
  27. None
  28. Episode Against the World Tupac and Biggie were friends. Then

    Tupac was ambushed in a New York recording studio, and everything changed. Bonus Episode The Two Sides of Tupac Lawyer Shawn Holley discusses what it was like to defend Tupac.
  29. Episode Going Deep on the YouTube Algorithm Article How YouTube’s

    Biggest Stars Game Its Algorithm
  30. HEADLINES Always write a “curiosity gap” title. 04

  31. None
  32. FREEENTERPRISE.COM Entitlements: Face the Truth or Face the Consequences FREEENTERPRISE.COM

    10 Entitlement Truths That Will Blow Your Mind 895 views 26,627 views
  33. IOWA HOUSE DEMOCTATS Zach Wahls Speaks About Family MOVEON.ORG Two

    Lesbians Had a Baby and This Is What They Got 2.8 million views 17.4 million views
  34. THE NEW YORK TIMES MAGAZINE How Companies Learn Your Secrets

    FORBES How Target Figured Out a Teen Girl Was Pregnant Before Her Father Did • Charles Duhigg • 6,800 words • 60 likes • Kashmir Hill • 1,200 words • 13,000 likes
  35. FOR GOOGLE “Good House- keeping” Gives Michelle Obama a Photoshop

    Facelift FOR HUMANS Michelle Obama Gets a Photoshop Facelift
  36. E-NEWSLETTERS If you don’t have an email list, you’re losing

    mindshare. 05
  37. None
  38. “Many of the original investors we pitched to would say

    things like, ‘Email is dead’ and ‘Why don’t you create an app instead?’ But they would say it to us over email, which kind of illustrated our point.” —Danielle Weisberg
  39. None
  40. “E-newsletters meet readers where they are — their inboxes —

    rather than having to compete for terrain in the thick, steamy jungle of the internet.” —Noreen Malone
  41. 40% That’s how much better email is at acquiring customers

    than social media. McKinsey (2014)
  42. 2x That’s how much likelier people are to subscribe to

    the New York Times if they receive one of the paper’s e-newsletters.
  43. “Blast”

  44. ANALYTICS Test everything, no matter how minute. 06

  45. None
  46. Marissa Meyer

  47. That’s how many gradations of a single color Marissa Mayer

    asked her team to test.
  48. MYTH If it worked on Instagram, then it’ll work on

    Pinterest. REALITY Each medium attracts a different audience and rewards different content.
  49. 07 ARCHIVES If it worked once, do it again. And

  50. MYTH Tweeting the same article repeatedly is redundant and annoying.

    REALITY Each Tweet reaches only a fraction of your followers. The rewards of repetition outweigh the risks.
  51. None
  52. On publish 1 hour later 3 hours later Next day

    Next week Next month 2 months from now
  53. JonathanRickPresentations.com @jrick