Change is inevitable, as we all know. The changes that have been occurring in the world these days make PR more difficult than ever. A solid PR strategy can be difficult if you don’t have a plan for the future. Digital media trends change constantly.
I have compiled a few principles that you can use to help you create your PR strategy for 2022. These are the two golden rules to remember before we get into the details of the most important.
It’s becoming harder and more difficult to win over the media – There are many other boxes you need to check in order to have your story published by the media. Media outlets today want more than just your name in a headline. You must demonstrate your industry expertise to get their attention. Your business experts must know how to make your company shine and sound like an expert.
Users and algorithms both operate in “hard-to-get” mode – Which is an important fact to remember when creating content. Both algorithms and people are constantly raising the bar. This means that you need to find ways to make your content more appealing to users. Optimize your website for search and social media. Your PR team should also be alert for changes in trends.
Let’s now dive into the public relations trends of 2022 so you can create a future-proof PR strategy.
1. Quality content is the king
The future will require PR professionals to step out of their shells and assume new responsibilities. Professionals will work with them to create content in addition to maintaining relationships with media and creating classic PR content. It’s important to add value to your content while doing this. A great story is what journalists want. You can help them find one.
2. Influencer PR is a powerful PR
Social media is a powerful marketing tool and it looks like it will continue to be so. According to Statista, more than half of the world’s population uses social media platforms.
Influencer PR is also on the rise. It’s not only the most popular influencers with millions of followers. Micro-influencers can still be powerful, particularly in niche markets that have smaller followings.
Engagement is their main goal, and they achieve it with great success. They sometimes do it better than celebrities, which proves that quality is more important than quantity when it comes down to social media ROI.
Regardless of how annoying they may be, influencers exist and will continue to exist. Because they are relatable and authentic, they help to build brand awareness.
3. Promotion on social media is the best practice
Posting content on social media is not enough. PR professionals need to craft messages that are tailored to the values of their target audience. You need to understand their expectations and needs in order to do this. When creating a social strategy that is effective, it is important to integrate PR, brand consultation, and digital marketing.
4. Inclusivity cannot be negotiable
Did you know that consumers expect brands to stand for public issues? Sprouts social discovered that 70% of respondents expect more than just a “no comment” regarding important social topics.
Don’t be afraid to embrace diversity in your 2022 PR strategy. Inclusion is essential, so make sure to include diverse races, sexualities, and genders in your future PR campaigns.
McKinsey released a study that showed diversity-embracing companies have a 19% increase in revenue, and a 35% performance advantage. Avoid “woke-washing.” Please, no advertising strategies for social activism.
5. Personalize it
Humans are unique but share one common trait: they love feeling special. Personalization is key to creating a bulletproof PR strategy in 2022. Every aspect of your PR strategy should be personal, whether you are giving pitches, sending press releases, or hosting events.
When creating content, campaigns, and communication on social networks, make sure that you include this critical element. Use your words with care.
This is also true for media relations. Don’t be afraid to cut through the noise and send out emails with specific pitches.
6. Cross-promotion is the next big thing
This is a sure-fire way to get a lot of attention and gain huge visibility.
Cross-promotion refers to the distribution of content across multiple channels to a wider audience. Podcasting and guest blogging are two of the most popular methods for cross-promotion.
7. Innovation is only possible with data
Brands can rely on public relations to make their brand stand out. But, it is still possible to measure the success of a PR department. This data is priceless, again. How is that possible?
PR is responsible for telling the story of your brand. To improve media communication, however, this story must be supported by data and analyzed.
Once you have access to the data, it is possible to start coming up with new stories. SEO (Search Engine Optimization), is where you come in. You’ll get more exposure for your content if you improve your SEO.
The bottom line
Let’s get back to the main word of the day: change. It’s what will drive the game for businesses in 2022, and likely the future. Your messages should be personal, meaningful, relatable, valuable, and relevant. Your social media style should be flexible and honest.