The role of the public relations professional within an agency or company has evolved over the past decade, and 2020 looks to be a year with more exciting and challenging changes. And, although we're only one month in, we've got a lot to look forward to.

Below are some of the 2020 PR trends we're expecting to see throughout the industry:

• Higher demand from clients requesting measurable proof of PR coverage will require pros to build up an online presence to improve SEO, along with generating traffic to client websites and social media. Creating a PR strategy with solid goals and objectives to establish brand identity and trust is just one way to meet these expectations.
• Voice search is taking over. A variety of sources predict that Google searches will move to voice search in the coming year. It's vital for PR pros to understand how this will impact pitching and headlines, in order to drive traffic to clients' websites and social media.
• Digital media, such as videos and podcasts, will become even more popular, thus providing direct competition for more traditional news programs. PR pros must focus on these digital paths to keep clients at the forefront.
• Content! Content! Content! In the battle for customer attention, this year will see creativity and quality being more important than ever before. High-impact, clever content will take over storytelling, from the client perspective, as brands strive to be thought leaders and subject experts. But don't leave storytelling completely behind, as consumers still crave those feel-good, entertaining stories that inspire them.
• The year 2020 also appears to be when companies and brands will focus even more on social responsibility, as consumers are hyper-exposed to critical issues affecting our communities and planet, as a whole. Partnering with and/or supporting charitable causes will be crucial. We will be seeing PR campaigns created to address society's most pressing issues.

As an agency, it's important to understand and immerse ourselves in the projected PR trends to best serve our clients. Creating quality content, bridging into the digital media realm and opting to support local or national non-profits and charities are all trends we look forward to seeing progress throughout the year.