PR industry will need to collaborate to create a win-win situation for clients

Guest Column: Tarunjeet Rattan - Managing Partner, Nucleus PR, spells out the three predictions in the PR industry for the year ahead

e4m by Tarunjeet Rattan
Updated: Dec 30, 2019 1:21 PM
Tarunjeet Rattan

The three predictions for 2020 with respect to the PR industry have been detailed below:

Collaborations Over Coverage

Collaborations will take precedence over 'coverage' work. The PR industry will have to learn to trust each other and collaborate to create a win-win situation for their clients and reach out to very specific target audiences.

Dip in traditional editorial media space

The traditional editorial media space has decreased drastically in 2019 with news of more and more editions or the entire newspaper being shut down. The requests for coverage requirements in this space will increase and be very much in demand. PR agencies will need to upskill and make an entry in the digital space...if they haven't done so already. Online or Digital PR will be the future but PR professionals need to upskill to be able to keep their seat at the table.

Understand the fast changing communication landscape, keep up and know how and when to leverage and integrate different mediums and turn that into an enviable reputation for their clients will be an essential skill they will need to garner for their survival. In fact, this is an amazing opportunity for PR professionals in the industry right now as they have been a part of the change. The smart ones will know the importance of both and would be able to advise their clients on how to thrive in both mediums. In the same vein, upskilling clients will be key to the success of a PR campaign. The onus will largely be on the PR agencies already working with them and every agency will have to contribute to it. This again is a golden opportunity to be in a leadership position and establish oneself as a thought leader and future ready company with a client.


The traditional routes are not applicable anymore. We will need to adapt and create a whole new system to measure impact.

Disclaimer: The views expressed here are solely those of the author and do not in any way represent the views of

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