Birnbach Communications Predicts 2020 Will Bring Continued Media & Audience Fragmentation

By: Birnbach Communications Inc.
MARBLEHEAD, Mass. - Jan. 8, 2020 - PRLog -- Birnbach Communications, Inc. (, a PR and social media agency focusing on thought leadership, today issued its 18TH annual list of top tech, media and marketing trends for 2020, particularly those that will affect its clients in the technology, cleantech, biotech and life science, AI and robotics.

Here are three of the agency's top media predictions for 2020:

1.      Distrust of Big Tech and media fuels anxiety. In a divided America, where even advertising decisions can cause Twitterstorms, companies need to find ways to be credible as well as relevant. There's no simple solution for Big Tech like Apple, Amazon and Google regarding safeguards on data collection or for social media because there's no clear or consistent definition of what constitutes misinformation or how to limit it without infringing on protected free speech. There's also no easy solution for the media, where the "facts" may be disputed. Unfortunately, deepfakes (AI-generated fake videos) will make it harder to know what's real. This will fuel feelings of anxiety, anger, regardless of political perspective. We expect many Americans will look for solutions and companies that provide joy, assurance and reliability to bolster their sense of well-being and connection.

2.      The loss of local news coverage will continue, and will erode trust. More than one in five local papers have closed since 2004, according to the UNC School of Journalism and Media, while others have become hollowed out through layoffs. This is a real problem since local news outlets are often part of the fabric that holds communities together. For marketers, fewer journalists and outlets makes it harder to reach customers, partners, investors and employers.

3.      Streaming services will get a lot of media and consumer attention. Some call it the "streaming wars" but it's not a zero-sum game. There's room for a range of services since many have different strategies in their content libraries, pricing and offerings. The growing number of these ad-free streaming content services will make it harder for marketers to reach a mass audience.

The complete list will be rolled out on PRBackTalk:

About Birnbach Communications

Boston-based Birnbach Communications, an independent PR and social media agency, partners with its clients to strategically navigate the complex and ever-changing communication landscape. The agency enables its client base of growing technology-driven companies to achieve leadership in a crowded business market by helping them launch products and services; establish new product categories and drive market demand through media and influencer relations, social media, and thought leadership campaigns. Founded in 2001, Birnbach Communications brings flexible senior-level intelligence and a proven, pragmatic approach to solving clients' business challenges.

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