In the ever-evolving world of PR, agility is everything. A specific trend can dominate headlines and TikTok feeds one day, only to be replaced by something new the next. PR professionals know that in order to succeed, they always have to stay one step ahead. That’s where trend hopping comes in. To stay in sync with the news cycle, communicators need to identify what is gaining momentum, engage with relevant angles, and ride the wave to gain media attention.
To do this effectively, PR pros must understand what reporters are looking for when they cover trends, align their strategy accordingly, and use examples of real-world shifts to add context.
Here are key tactics that PR teams can leverage to deliver smart, timely stories that resonate. These examples refer to the retail industry, each outlining a common reporter goal, the most effective PR strategy to support it, and an example to show how it comes to life in practice.
Data-Driven Trend Spotting
- Reporter Need: Journalists identify trends by looking for patterns in hard data, such as consumer spending shifts, platform usage stats or spikes in product categories.
- PR Strategy Recommendation: Use consumer data, industry research and internal brand analytics to build narratives backed by numbers. These insights turn anecdotes into compelling stories.
- Industry Trend Example: Klarna’s recent partnership with DoorDash is proof that the “Buy Now, Pay Later” model is expanding beyond the fashion and electronics industries into everyday needs like food delivery. PR pros can use this to position their clients as part of a broader story around flexible payment trends and consumer accessibility, especially when this is supported by spending data and adoption rates.
Tapping Experts for Deeper Context
- Reporter Need: Journalists rely on industry experts to help explain not only what is happening, but why it matters. Expert voices bring credibility and clarity to trending stories.
- PR Strategy Recommendation: Position clients as thought leaders who can interpret trends and offer unique points of view. Help your spokesperson craft talking points that give deeper meaning to the topic. What’s the ‘why’ behind the trend?
- Industry Trend Example: Social commerce is transforming how people shop, especially on TikTok and Instagram. Clients should be able to speak on how algorithms, influencer partnerships and live stream shopping are changing consumer behavior and what this means for the future.
Framing Trends Within a Cultural Moment
- Reporter Need: Journalists look for connections to cultural and societal ties to make stories relevant and timely. Generational changes, global events and pop culture all influence buying behavior.
- PR Strategy Recommendation: Connect your client’s products or offerings to the larger picture, tapping into cultural movements or current events.
- Industry Trend Example: Wellness-related products ranging from supplements to sleepwear have taken off. The health industry is no longer just about healthcare and medicine; now, there is a broader focus on the holistic self-care lifestyle. Brands like Bloom and Peloton have established themselves as part of that cultural shift by aligning their stories with a growing focus on well-being and supporting healthier lifestyles.
Using Consumer Sentiment to Humanize the Trend
- Reporter Need: Journalists look for proof that real people care. Survey data, product reviews and social media chatter provide a real-life pulse on what’s actually resonating with consumers.
- PR Strategy Recommendation: Incorporate consumer feedback and sentiment into storytelling. Using customer feedback, polling or influencer reactions helps humanize a brand and bring the story to life.
- Industry Trend Example: Subscription services are extremely popular, with everything from fashion to pet food. Consumers love the personalization, convenience and “surprise and delight” factor of receiving curated boxes at their doorstep. By pairing real-world insights and a compelling client story that highlights consumer satisfaction, communicators can offer reporters a story that is trend-forward and humanizing.
Trend hopping is about staying ahead of the curve. PR pros must think like journalists by matching their mindsets and editorial strategies while backing up stories with timely, real-world examples that position clients as a part of the larger picture. When this strategy is executed effectively, this approach can help shape the conversation.
Courtney Moed is Account Lead at Hot Paper Lantern.