The past year has brought about many changes, new practices, and ideas to the world of public relations. Many businesses have had to pivot their business capabilities to meet the new needs of clients, thus forcing anyone using public relations tactics to build an audience and brand to rethink their strategies in order to thrive in the business climate that was caused by the pandemic. So what are some predicted future trends? Let’s dive in. 

When communicating to your audience, let them in on the real you. As an author, you are communicating to potential readers on a human-to-human level. Don’t put on a show, trying to come across as perfect. These people want to know the real you; what you, as an individual, care about; and what inspired your journey as an author. Being in the publishing industry, you are already in the business of storytelling, so tell your story. 

This has proven to be true for many PR by the Book clients, specifically on social media. When analyzing the top posts from the past  month for one of our fiction authors, the top performing posts were those where he was giving the audience an inside look into who he is when he isn’t writing, as well as posts when he asked something of the audience, thus bringing them into the conversation and making it more personal. 

Be mindful of who you are pitching. One of the biggest pet peeves of media outlets is being mispitched because the person pitching them didn’t do their homework. Almost every media outlet has individuals that are assigned to specializations, making it very important to know that you are knocking on the right doors from the start. 

2020 marked the transition towards Zoom and other virtual meeting platforms changing the way authors approach publicity and book tours. Many now use Virtual Book Tours featuring online reviews, bloggers, and podcasters as a way to continue this tradition but adapt it to the times. 

Content Creators are taking over the digital media space, creating a shift from traditional media to more creative ways to get readers’ attention. 

The PR industry will only continue to change. However, change can be one of the most exciting things for self-published authors or publishing professionals because it means that there are new opportunities to expand your strategy and showcase your creativity in the PR space. You can also utilize different tools such as Influencers or Virtual Book Tours creating variety in your approach. Change will also keep your audience engaged as new things always get people excited to follow along.