Seven PR Trends for 2022

1. PR must be culturally relevant 

Every piece of PR content needs to tie into the current issues and ethos of culture. Being tone-deaf can be a brands’ kiss of death. While everyone makes mistakes - and I don’t believe in cancel culture - it is more important than ever before to think before you post/speak/advertise. More so than ever before, consumers are focused on supporting companies that align with their values and contribute to the greater good.

2. Personal branding IS a PR strategy

I’ve been talking about this one for a while. Everything you do and say is PR; it’s your own personal PR and what’s more important than that? If you have social media, be conscious of what is on your account. In this pandemic world, it is sometimes your only face-to-face interaction.

3. Successful PR is more than media relations

Traditional media coverage is very important to a brands growth, but there are other aspects to PR that everyone should think about. Establishing and growing relationships with stakeholders, social media, newsletters, blogs, using influencers, releasing graphics, Instagram Lives and most importantly, meeting customers where they are and talking to them directly.

4. Consumers expect more from the brands they love

Getting your brand involved in your community is crucial to good PR. Quality and value will always be important but if you show corporate social responsibility, it will bring new clients your way and keep your current customers loyal. Be transparent, promote your good works and keep everyone in the know. Brands that lead with purpose are the new normal and the new expectation.

5. Guest Submissions

Guest Submissions, guest columns, opinion pieces. Whatever you call them, one thing is for sure, they are on the rise. Increasingly, credible media outlets are looking for content and their staff can only do so much (see #6). In Publicity 101, I go over why guest submissions are a great option when you’re looking for traditional press and how to go about securing a piece.

6. Stick to the basics when pandemic pitching

Staffing issues continue to dominate traditional media so it’s more important than ever to be concise, helpful and personalize. The point of the pitch is to get the reporter to engage in dialogue, so you must show the value of your story from the beginning. Keep it brief, give them the headlines and show the worth of your story by previewing your pitch in the subject line.

7. Get comfortable with the virtual world

Virtual interviews are now a permanent trend. With studios having to adapt technically and interviewees getting used to doing interviews from the comfort of their own home, Zoom, Skype and Microsoft Teams will continue to be acceptable, efficient and effective ways of connecting.