Top opportunities and challenges for PR pros in 2020

Leaders from across the industry weigh in on the most exciting (or terrifying) developments that communicators will face in the coming year. In short: Prepare for change.

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What are PR leaders and executives thinking about for this year? 

Industry pros face many challenges, from the continued fragmentation of news media outlets to a contentious political election. However, many voice optimism about the future of communications. 

We spoke with T. Garland Stansell, incoming chair for PRSA’s National Leadership Board; Fred Cook, chairman of Golin and the director of the Center for Public Relations at USC; and Cheryl Gale, president and chief client officer for March Communications, to get a cross section of views about the year ahead for PR pros.

Here are some of their top predictions for the year ahead and recommendations for how PR pros can hit the ground running:

Bringing the funny

What can brand managers do to win new fans in 2020? A bit of humor might be the best place to start. In the USC Annenberg School’s 2020 Relevance Report, respondents say they want to hear from entertainers and funny brand personas. 

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