Dec 24th 2020

2020 according to Google

This week, Google launched its Year in Search 2020. The campaign focused on the idea that ‘the most human trait is to want to know why’. In perhaps the most uncertain year in living memory, during which we’ve faced global pandemics, natural disasters, civil unrest and political instability, it was inevitable that society would seek the answer to why things are happening more than they have done in the past.

When looking at the top trending searches of 2020, there can be no doubt that the results reflect the difficulties faced this year. Searches for the mask emoji surpassed searches for the hug emoji. The NHS was the organisation most searched for by internet users seeking volunteering opportunities in the UK. And with rising seas, deforestation and wildfires, 2020 saw us searching ‘how to stop climate change’ more than in any other year.

In PR, the question ‘why?’ is something we ask and answer for ourselves on a daily basis. Why is an issue gaining traction in the media? Why should a journalist speak to one of our clients? Why should our clients avoid a certain topic?

In business, understanding why something is important is very often the basis for knowing how to do it well. The same can be said of PR.  Understanding and expressing why our clients are important to a certain business issue is a vital part of getting that point across to the media, potential customers and other businesses.

As Google suggests, to search for answers is a fundamental human trait. And to ask ‘why’, is an integral part of what we as PRs do each day. It enables us to dig deeper into the story and grasp the essence at the very heart of our clients’ businesses. This is what enables us to build communications campaigns that will move the dial for the companies that we work with.

The Google campaign has shown us, society is curious, and for me, it is one of the reasons I am so passionate about PR. Understanding why some of the issues in today’s business environment are so important to our clients and businesses on the whole, has enabled us to provide a consistently high quality service to our clients, keeping them at the centre of key discussion around the biggest technology and business stories.

If you’re interested in finding out the why we would be a good fit for your business, we’d love to hear from you.


Imogen Thompson
Imogen Thompson Consultant