PR is constantly evolving and with the arrival of a new year, investments and changes have already been announced. The platform PR Daily evaluated the testimonies of around 300 professionals from communication about their plans for 2020, in order to identify the trends that will mark the coming year.

Many consider it essential to increase spending on data analysis and technology, two essential areas for the communications area when it comes to exploring the market, getting to know the public and defining original strategies. Social networks have also emerged as a crucial bet for evolution and success in this new period.

In contrast, a significant proportion of the professionals surveyed intend to reduce the budget for some physical events associated with the media - such as traditional press conferences - replacing them with actions that can be carried out more simply, with fewer costs and associated working hours.

It is essential for brands and the achievement of their objectives to be able to tell stories, engage with consumers and train their employees to commit to the organization, creating impactful messages that can be disseminated effectively.

What is your forecast for 2020?