Trends in PR in 2022
Trends in PR in 2022
by Vikram Sawant
Maxim Behar, a leading Public Relations expert, once brought attention to the core meaning of the work he does. It is simple, he implied; the work PR experts do is about the public and about relationships. However, with time, the meaning of ‘public’ has been expanded to include anyone who has an opinion and the means to express it. As he rightly said, “With social media, everything has been “public” for quite a while now; there is nothing “nonpublic” anymore.”
So what do ‘relations’ connote in such a diverse, amorphous, virtual space that transcends even the mediascape? That is a hard question to answer. Also I wonder, if post the pandemic, the business of PR can just go on as usual or can/should it communicate something more substantial than just a painstakingly cultivated persona?
Can any PR campaign be now oblivious to issues of inclusivity, diversity, the ramifications of the pandemic on environment and humanity? Also how do we ensure that brand goals do not get overwhelmed by messaging?
PR, I believe, is now about specific information about a brand and an overarching message about their larger purpose and the balance between the two has to be just right.
We will also need to tell newer, more expansive stories, craft multipronged, integrated communication and affiliate marketing strategies with every stakeholder in mind. However one thing will remain constant. The importance of authenticity in every word that is communicated to the world at large.
Here are some of the trends that I foresee defining PR in 2022
Putting people first
This means that every brand story will need to be sensitive to the human, social and environmental issues being unravelled by the pandemic. Every client will have to bake into their aspirations, an awareness of those who have been directly impacted by the pandemic. Demographics are not just a specific mass of humanity defined by geography but individuals across varied economic and social divides and messaging directed at them can no longer be created in a bubble or for want of a better word, be tone deaf. Empathy must drive all messaging or brands will fail to connect on a human level with the emotions and concerns of their target audience. People are not just data and brands that get this bit right, will connect more and generate organic goodwill.
Communication is also an internal matter
Public Relations are not just about external communication but must now also have a finger on the pulse of internal communication, and how the inner dialogue within an organisation impacts the image that is projected externally. In the end, it is important that there is no disconnect between internal workings of a brand and its engagement with the world at large As far back as in March 2020, a report by Aon Hewitt, a US based provider of human capital and management consulting services, estimated that every 1% increase in a company’s employee engagement translates into an almost 1% increase in sales. In simple words, comprehensive PR strategies can no longer ignore internal branding because an increase in employee engagement can lead to substantial brand growth.
Hybrid models will be normative
With conventional media promotions on hold, digitally powered events will become increasingly common. Virtual conferences, online festivals, interviews, brand launches with remote attendees and panelists will become normative either in a live or in a prerecorded form via tools like Zoom and Clubhouse. This could mean that the brand engagement could grow even bigger than before and also consume less energy and resources. Clients will come to rely on hybrid models where onsite events will bring in an element of organic human interaction along with the ease and convenience of virtual interactions.
Time to adapt and evolve fast
PR is today heavily engaged in firefighting on behalf of clients. This is in an age where misinformation travels fast and this means PR professionals must stay ahead of bad news, anticipate problem areas before they emerge and adroitly use the PESO model (Paid, Earned, Shared, or Owned media) to project an inviolable band equity. With attention spans shrinking rapidly, PR messaging will also have to be crafted concisely, succinctly and purposefully so that more can be conveyed in less time. Short form stories will have to be packed with well-tailored content to grab attention and keep it.
Understanding complex mediascapes
Every single day, PR professionals have to deal with a new innovation in the mediascape. Social media alone has multiple permutations. Independent bloggers, podcasters, Instagram, Facebook and YouTube influencers can make or break brands and news is being consumed on Twitter where trends are often indicative of how many people are tuning into a story. This makes the job of the PR professional more complex than ever before and in 2022, it will become even tougher to predict trends or respond to them well in time. I foresee PR companies developing predictive AI tools to monitor the buzz around their clients as the mediascape is growing too vast and too complex to be monitored manually. What will however remain unchanged, as I said before, is the core purpose of holistic PR. To engage hearts and minds and create goodwill that trends cannot shake or uproot.