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

Newswise — 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

“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 will trust doctors the most (18%) to provide accurate, credible information, followed by journalists (10.5%) and educators (7.7%) — significantly more than politicians.
  • Respondents chose virtual doctor visits (14.5%) as the number one activity they began during the quarantine and plan to continue in the future, ahead of services like home grocery delivery (13.2%) and meal delivery (9.3%).
  • The primary behavioral change Americans hope to make in 2021 is to improve their health and fitness (45.7%), which ranked higher than spending more time with their families (37.1%) and social distancing (22.6%).
  • Food and dining are front-of-mind issues for many Americans, who state they’re very interested in information on food and recipes and look forward to dining in restaurants (20.8%) more than going to concerts (11.9%), movies (10.8%) or the beach (9%).
  • COVID-19 also influences fashion choices: When asked what slogan they would most likely wear on a T-shirt next year, respondents’ most popular choice was “Wear A Mask” (21%) — ahead of “Make America Great Again” (15%) and “Black Lives Matter” (14.5%).
  • In a future crisis, Americans are most likely to trust public health officials (18.4%) or their governors (17.7%), far ahead of other elected representatives or first responders. Notably, 25% of respondents chose to answer, “None of the above.”
  • 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 double those who said they are worried (15.7%).

“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.

Filters close

Showing results

110 of 3730
Newswise: 246543_web.jpg
Released: 21-Oct-2020 2:45 PM EDT
Observed COVID-19 variability may have underlying molecular sources
University of California, Riverside

People have different susceptibilities to SARS-CoV-2, the virus behind the COVID-19 pandemic, and develop varying degrees of fever, fatigue, and breathing problems -- common symptoms of the illness. What might explain this variation?

Released: 21-Oct-2020 2:10 PM EDT
Hospitals Leaned Toward Strict COVID-19 NICU Policies Despite Low Prevalence of Infection, New Study Finds
George Washington University

Two studies examining the impact of COVID-19 on neonatal intensive care units (NICUs) found the prevalence of COVID-19 in NICU infants is low, yet many hospitals at the start of the pandemic put in place strict parental visitation policies and scaled back NICU services such as lactation support and therapy.

Newswise: Tracking the SARS-CoV-2 Virus with Genome Sequencing
Released: 21-Oct-2020 2:05 PM EDT
Tracking the SARS-CoV-2 Virus with Genome Sequencing
University of North Carolina School of Medicine

Dirk Dittmer, PhD, professor of microbiology and immunology at the UNC School of Medicine, is tracking the virus that causes COVID-19 by sequencing the genome of virus samples collected from diagnostic testing. Using next generation sequencing on SARS-CoV-2 will help accurately diagnose the novel coronavirus, identify mutations and track its history.

Released: 21-Oct-2020 12:55 PM EDT
Study assessing how early childhood educators spend time away from students
University of Nebraska-Lincoln

Much attention is paid to the work early childhood teachers do in the classroom, but their tasks away from their students can be just as essential to children’s learning and development.

Released: 21-Oct-2020 12:50 PM EDT
Rutgers Pediatricians Sound Alarm on Decreased Flu Vaccinations, Immunizations for Children
Rutgers University-New Brunswick

Two Rutgers New Jersey Medical School pediatricians discuss the importance of keeping children and adults up to date with immunizations during the coronavirus crisis.

Released: 21-Oct-2020 11:35 AM EDT
Trump's claim that House Speaker Nancy Pelosi is to blame for the stalled COVID-19 stimulus legislation is not accurate

President Donald Trump has repeatedly blamed the U.S. House Speaker Nancy Pelosi for "not caring about Americans" since she would not agree to his terms for COVID-19 relief aid. We rate these claims as mostly false because they are misleading. According to the New York Times, Senator Mitch McConnell, Republican of Kentucky and the majority leader, told Republican senators privately on Tuesday that he has advised the White House not to strike a deal with Speaker Nancy Pelosi on a new stimulus bill before Election Day.

access_time Embargo lifts in 2 days
Embargo will expire: 24-Oct-2020 5:00 PM EDT Released to reporters: 21-Oct-2020 11:10 AM EDT

A reporter's PressPass is required to access this story until the embargo expires on 24-Oct-2020 5:00 PM EDT The Newswise PressPass gives verified journalists access to embargoed stories. Please log in to complete a presspass application. If you have not yet registered, please Register. When you fill out the registration form, please identify yourself as a reporter in order to advance to the presspass application form.

Released: 21-Oct-2020 10:50 AM EDT
COVID-19 Model Inspired by Gas-Phase Chemistry Predicts Disease Spread
Rensselaer Polytechnic Institute (RPI)

A COVID-19 transmission model inspired by gas-phase chemistry is helping the Centers for Disease Control and Prevention (CDC) forecast COVID-19 deaths across the country. Developed by Yunfeng Shi, an associate professor of materials science and engineering at Rensselaer Polytechnic Institute, and Jeff Ban, a professor of civil engineering at the University of Washington, the model uses fatality data collected by Johns Hopkins University and mobility data collected by Google to predict disease spread based on how much a population is moving within its community.

Released: 21-Oct-2020 10:45 AM EDT
Americans’ Responses to Covid-19 Stay-Home Orders Differed According to Population Density
Johns Hopkins Bloomberg School of Public Health

Americans strongly reduced their visits to grocery stores, pharmacies, and transit stations following stay-at-home orders from mayors and governors earlier this year, but did not reduce their visits to parks and beaches.

Showing results

110 of 3730