Eat, sleep, RP, repeat as we bring you the coolest RP trends you can’t miss

PR professionals have a significant impact on a brand’s online reputation. Good public relations helps you promote and protect your brand image. And, by implementing the right PR strategies at the right time, you can maximize good PR while decreasing the impact of bad PR.

A public relations professional’s job is to keep abreast of industry trends. You may be wondering why this is important. It’s simple: our world is constantly changing, which means PR is changing too.

What was important to consumers three years ago may not be so today. And, because public relations is about shaping your image in the minds of consumers, you need to understand how specific tactics and strategies might resonate with your audience at any given time.

Let’s take a look at the top seven PR trends that should drive your brand strategy in 2022:

Match your purpose to an ethical audience

The pandemic has revealed both devastation and incredible acts of kindness all over the world. We have seen a significant shift in values ​​and discernment during this time. As a result, the emergence of an ethical public is on the rise. Ethical conscience is defined as the willingness and ability to define moral situations and dilemmas by critically analyzing, evaluating, and altering one’s own moral values ​​in relation to the lives of others. An ethical audience actively interprets any shared material it encounters and analyzes the effectiveness of content and messenger.

Consumers actively distinguish between brands that have a purpose and those that do not, favoring the former. To envision an ethical audience, start by knowing your brand values ​​inside and out, then work to model and communicate those values ​​to your audience.

On social networks, prioritize engagement over promotion

Social media platforms have completely transformed the way individuals and businesses market themselves. The problem is that many people just see it as a way to promote their products or services. When it comes to social media, brands should think of it as a two-way street. Nobody likes being ignored, and the same goes for brands that ignore their customers and treat social media as a one-way communication channel.

This year, focus on engaging your audience. Respond to every direct message and comment. Let those who complained that you will DM them directly, then do it. Like or comment on content from other brands or individuals in your niche. One interaction can turn someone into a lifelong customer, and everyone knows that lifelong customers make the best promoters.

Podcasts are a great way to get your message across

Podcasts are the new broadcast networks, so take advantage of them. If you’re not being interviewed on podcasts, you’re not taking your PR strategy seriously enough. Whatever your industry, you can bet there will be plenty of podcasts suited to your niche, so why not tap into their audience? You’d be surprised how many podcasts actively seek out new guests and welcome inquiries. If you don’t have the time or don’t know where to start, keep this in mind when choosing a PR agency to work with.

Make room for more visuals

Words are still important, but they need to be combined with visual content. The rise of social media has brought about a sea change in how we consume media and what we consider newsworthy. The same can be said about our attention span. Feature articles are a great way to increase credibility, but brands also need to produce visual content in order to be seen first.

Instead of posting an article with your main questions and answers, why not create a short reel with the same content? You can then share and embed this reel in another feature article about yourself. Alternatively, at the end of your reel, you can direct people to an article to learn more. We can expect to see many more brands combining the two in 2022.

Micro and nano-influencers are gaining importance

For brands, influencer marketing has been a game-changer. Using well-known, well-liked and trusted public figures is a great way for brands to promote their products or services. However, the number of mega and macro influencers promoting numerous products has raised concerns among consumers. Knowing that these people are getting paid well to promote products can backfire, especially if they are promoting other products that don’t align with your brand or your target audience’s values.

Using micro or nano influencers will be a great way to improve influencer marketing effectiveness in 2022. Besides saving money for your brand, followers of these influencers are either highly targeted, or know the influencer personally. This will benefit you as there will be more trust between the two of you than if you were using someone with hundreds of thousands of followers.

Data can be used to quantify your efforts

Now, we always advise that public relations is a long-term investment that cannot be measured using traditional ROI metrics. Incorporating public relations into your marketing strategy is pointless if you don’t use data at all. Social media platforms have great insight metrics, with Instagram recently updating theirs to better meet the needs of businesses and creators. Similarly, other tools used, such as email marketing or funnels, should be monitored before and after incorporating press or podcast coverage into them, so that results can be more accurately measured.

Collaborate with other companies

Nothing excites people more than seeing two of their favorite artists collaborate on a new album. The same is true for brands. Collaborating with another brand is a new way to generate buzz and excitement. People love when their favorite brands collaborate, whether it’s through a giveaway, product or service, or even content.

In the end, people have had several months to reconsider what is important to them. They are more picky about how they spend their time, which brands they interact with, and how they spend their money. Consumers are less and less indulgent and more and more demanding. Brands must be prepared for this “new normal” by remaining authentic at all times.



The opinions expressed above are those of the author.


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