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USC Annenberg Survey About 2021 Affirms the COVID-19 Pandemic Will Remain the Dominant Topic in American Life, but Many Are Hopeful

The COVID-19 pandemic will remain the dominant topic for Americans in nearly every aspect of their lives in 2021, according to a survey in the USC Center for Public Relations’ annual Relevance Report. When asked about news they will consume, 44% of Americans say the COVID-19 vaccine will be the topic they are most interested in hearing and reading about within the next year. However, despite the challenges faced in 2020, Americans remain hopeful about the future, with 37% choosing “fingers crossed” as the emoji that best expresses their feelings about the new year — more than twice the number of respondents who said they were worried. 

The survey is featured in the 2021 Relevance Report, a curated collection of short essays from public relations industry leaders, USC academics and students that predict trends that will affect the communication profession. From the COVID-19 pandemic to social justice issues, Americans are experiencing a watershed moment in history that will continue to shape their everyday lives next year. This year’s report analyzes how communicators can address these topics in their internal programs, external campaigns and other outreach efforts. The newly published report is available for download beginning today at annenberg.usc.edu/relevance.

“In a normal year, many different topics are relevant to Americans,” said Fred Cook, director of the USC Center for PR. “But in 2021, they will be paying closest attention to COVID-19, and it will continue to impact their lives. Information on the virus is what they will listen to, share with others and act upon.”

The survey findings included in the Relevance Report are based on a nationwide online poll conducted by the center, in partnership with public relations firm Golin and the Institute for Public Relations. Highlights of the survey’s findings include:

“Americans are remarkably resilient,” Cook said. “After one of the most dismal, divisive years in recent memory, we have every reason to be pessimistic about where things are headed, but somehow we are renewed by our shared optimism.”

The center analyzed responses from 1,087 people representing a cross-section of the U.S. Census; additional results are included in the 2021 Relevance Report.

About the USC Center for Public Relations

Based at the USC Annenberg School for Communication and Journalism, the USC Center for Public Relations (CPR) connects corporations, agencies, academics and students to define the future of our industry and to develop those who will shape it. Signature initiatives include the Global Communication Report, USC Annenberg’s Kenneth Owler Smith Symposium, and the Relevance Report. The Center’s podcast series, #PRFuture, features interviews with professionals and advocates who are changing how the industry communicates. Follow CPR @Center4PR and #PRFUTURE.

About the USC Annenberg School for Communication and Journalism

The Annenberg School for Communication and Journalism at the University of Southern California is an international leader in education and scholarship in the fields of communication, journalism, public diplomacy and public relations. With an enrollment of more than 2,200 students, USC Annenberg offers graduate and undergraduate degree programs that prepare the most promising minds to inquire, innovate and lead at the global crossroads of media, technology and culture.