Scottsdale, Arizona | March 1, 2021

Strategic communications firm 10 to 1 Public Relations was among the public relations industry leaders across the world invited to participate in the latest industry survey from IPREX, the $420m global communications network, of which it is a proud member. The global survey released insights about the lessons of 2020 and implications for 2021 for the independent PR and marketing industry, based on inputs from its offices around the world. Despite – or maybe because of – its many challenges, 2020 heightened the need for communications services.

“While the impacts of the pandemic and the economic disruptions weren’t experienced uniformly across sectors or markets, there are some powerful learnings that both give optimism for the year ahead and highlight areas for communications and marketing leaders to prioritize, wherever they operate. Challenges abound and vary widely, but solutions without fail include solid communications strategies,” said Julie Exner, Global President of IPREX.  

Josh Weiss, President of 10 to 1 Public Relations and sole Arizona member of IPREX, shared his perspective on how different companies in Arizona and across the country have addressed the disruption brought on by the pandemic. 

“In 2020, we saw companies generally follow one of two strategies: to hibernate or accelerate. The companies that chose to hibernate essentially tried to minimize their footprint and costs to conserve cash with the plan to reenter the fray once the pandemic passed. The companies choosing to accelerate were the ones who doubled down by being more aggressive or pivoting their businesses quickly to maximize short term returns in hopes of a long-term positive effect,” said Weiss.

The latest IPREX survey revealed the following insights:

Uneven Disruption and Uneven Recovery 

Firms with deep experience supporting hospitality, tourism, and travel suffered alongside their clients, as the impacts of the pandemic brought much of that sector to an abrupt halt. While these firms continue to recover, many IPREX firms also expect to be impacted by the emergence of new or changed trade dynamics, from the aftermath of Brexit for the E.U. and the U.K., to the next generation of China-U.S. relations under a Biden administration, among a myriad of others. 

Global Scale Challenge Reinforces Global Scale Solutions 

While each country, region and metropolitan area around the world shaped its response to the challenges of COVID-19 based on local realities, the capacity to share experiences, stories and data created a strong awareness of the value of global connections. Alliance efforts in the future won’t be a return to past practices or models, but new forms of global cooperation, collaboration and partnership with independent firms on-the-ground in key markets operating with the benefits of shared talent, technology and best practices. 

The Complicated Future of Facts Means More Communications Needs

Both the pandemic and the accelerating polarization of societies around the world have contributed to the fracturing of traditional sources of public information, undermining citizens’ confidence in official messaging from government and private brands. IPREX firms have seen an increased demand related to developing strategies to reinforce the credibility of those institutional players. This need isn’t likely to abate anytime soon. Specifically, IPREX firms report a rise in the increasing sophistication required in using digital and social media tools for the delivery of effective messaging. 

Purpose-Driven Work on the Rise

Many corporations supported by IPREX firms are engaging in unprecedented efforts to ensure they are meeting their obligations to all their stakeholders: customers, employees, communities and investors. Corporate social responsibility efforts are moving into new levels of investment and sophistication.  IPREX firms report clients are increasingly coming to their agencies for environmental, social and governance (ESG), sustainability and purpose-driven work.

Equity and Systemic Racism Demand Thoughtful Navigation

Set off by events in the U.S. (in particular, the death of George Floyd), but reverberating around the globe, issues of racial and ethnic equity have now been raised to a level of awareness such that brands and organizations cannot sit on the sidelines. Authentic and inclusive voices, as well as clear intentionality, are now reputational commitments being made by IPREX itself, as well as by the clients IPREX agencies serve through their public relations and strategic communications services.

Weiss emphasized how these changes have impacted his Scottsdale-based public relations company: 

“The number of new prospect inquiries at our firm has increased sharply at the end of 2020 and into 2021 from both companies that have been accelerating and those that have been hibernating. As vaccination rates increase, I am optimistic we’ll see inquiries continue to blossom from companies that want to be well positioned for the PC (Post COVID) economy,” added Weiss.

More information about the IPREX survey can be found at https://www.iprex.com/outlook-report/.

About IPREX IPREX is a $420 million network of communication agencies, with 1,220 staff and 93 offices worldwide working across the spectrum of industry sectors and practice disciplines. IPREX is the tenth largest communication group as ranked by The Holmes Report in its survey of public relations holding companies and global networks.