Trendspotting: Media and Public Relations in 2021

A look into how the media landscape changed in 2020 (and how to plan for 2021)

From the pandemic to social unrest, 2020 changed our lives. With this, our priorities, how we now consume news, and what news we choose to consume have also changed. These shifts directly impact the 2021 media landscape and, with that, the public relations industry.

In this webinar, Business Wire brought together an expert panel of media and PR experts to talk about the future. We look into 2021 and beyond.

This on-demand webinar covers emerging trends for 2021: 

  • What news and information is resonating today, and how will it change going forward?
  • How to tell your story given this new landscape
  • With fewer news organizations, how do you win the PR game?
  • The role of paid vs. earned media
  • What trends are expected in PR and at news organizations?
  • How PR executives can prepare themselves for the future

View Webinar

Our Panelists

Sandra Fathi

President, Affect PR

Sandra Fathi has spent the last 20 years helping technology, healthcare and professional services companies achieve their goals. Sandra is President & Founder of Affect, a public relations, marketing and social media agency. She has served as a board member of the PR Council, Chair of PRSA’s Tri-State District, President of PRSA-NY and the PRSA Technology Section. She has been recognized as one of PRNews’ Top Women in PR a Bulldog PR Agency Professional of the Year.

Ginger Porter

President, Central Region, Golin

Ginger is the president of the Central Region, responsible for managing the agency’s headquarter office in Chicago, as well as oversight of Golin Dallas. Fanatical about the power of earning attention for brands, Ginger takes a progressive, earned first approach to public relations – believing earned first’s power to elevate brands above others comes from being data-driven, creatively brave and relevance-obsessed. 

Ginger brings more than 20 years of experience in branding, earned media, social media strategy and execution, messaging, influencer engagement, and social purpose.

Stuart Bruce

PR Futurist & CEO, Stuart Bruce Associates

Stuart is internationally recognised as a PR Futurist – a thinker and doer in modernised public relations and communications. He specialises in the measurement and evaluation of public relations,  communication, reputation and relationships. He also advises clients on the choice, purchase and implementation of public relations technology to improve performance and cost effectiveness of in-house communications teams and PR agencies. His consultancy, SBA, provides strategic counsel and advisory services, professional development and training to corporations, not-for-profit organisations and governments. He is an early adopter and in 2003 started one of the world’s first PR blogs,, which he still publishes today.

Our moderator:

Jen Friese

Chief Revenue Officer, Business Wire

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