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While 2021 may promise a return to previous practices, SEO and the online landscape are permanently altered. We see the below as major themes for 2021. Many spring from forced changes brought about in 2020.

Though PR service companies are underrepresented in our industry’s history, they are responsible for much innovation in the sector. In fact, a few services companies date back to the late 1800s. Let’s look at some of the people behind these successful businesses that helped shape PR.

Excluding healthcare providers and media (the most obvious entities to post about the vaccine), the top poster by volume of content was AARP. Confusion over who is next in line for the vaccine continues, and with older adults as one of the highest risk categories, it’s not a surprise that AARP content reigns over these platforms.

Despite a troubled economy and uncertainty surrounding travel and festive gatherings during the 2020 holiday season, demand to look one’s best endures, whether it’s on Zoom or in person. We’ve never seen such domination; seven of the top 10 brands produce cosmetics and the remaining three firmly are rooted in beauty. On the other hand, how many times do you need to hear someone tell you 2020 was an unusual year?

While many businesses are accustomed to working virtually, essential workers have remained on site during the pandemic. In pre-coronavirus times, internal messaging routinely thanked staff, celebrated victories, updated employees and bolstered morale. During the past nine months, the volume of such messaging has risen significantly.

For 2020, personalization was predicted, in 2019, as a dominant theme. Trust topped the 2019 list. Some trends for 2021 extend what 2020 highlighted: greater emphasis on DEI, purpose and internal communication.

Philanthropy always played a significant role within PR—and vice versa. A public figure or corporation wants the right PR campaign for a favorable image through philanthropy. Nonprofits need campaigns and influencers to raise awareness.

We visited the web site of Newark Symphony Hall (NSH), the Garden State’s largest arts venue and one of its oldest. The first thing we saw is that NSH is closed for COVID. So, try getting support for arts-related projects when performances are suspended. Yet that’s the assignment for women-owned Violet PR, which won what seemed, on first glance, a dubious victory, to represent NSH.

[ Editor’s Note: Having a plan is the minimum requirement for crisis pros. That’s not always possible as veteran brand communicator Bobbie Carlton tells us in this Q&A.] PRNEWS: Give us the scenario

Just when you thought you understood the complexities of the relatively new California Consumer Privacy Act (CCPA), on Election Day 2020, voters in the Golden State decided to take CCPA even further. By a wide margin (56-44 percent), they approved the California Privacy Rights Act (CPRA). Think of this new package as CCPA 2.0. There is a lot to unpack in this new law and how it might influence communicators and their clients doing business in California.