Now that we are coming off one of the most disruptive years in history, we should probably come to terms with the fact that we might be operating in a business environment that has been transformed for good. Influenced by the prolonged pandemic and rapid advancements in technology, there we will be a wide variety of new strategies emerging in B2B and B2C marketing.
Here are a few to keep in mind as we turn the page on 2021 and transition to 2022.
Media Outlets Are Relying More on Contributed Articles
Since 2008, newsroom employment in the U.S. has fallen 26%, and demand for online content has grown exponentially. What it means is that media outlets have fewer full-time writers, resulting in increased demand for contributed articles by outside authors – the kind of thought leadership that is highly effective with B2B buyers. By the way, if you have been struggling to convince your executive team to invest the time and effort required for strong thought leadership, 2022 should be your year to change this.
PR Professionals Will Use a Variety of Channels to Identify Media Opportunities
From Muck Rack and Help a Reporter (HARO) to Twitter and Slack channels, it is easier for PR pros to respond and pitch via a plethora of new emerging platforms and channels. And that’s what digital transformation is all about.
Public Relations Campaign Needs a Purpose
In 2020 many brands were being heavily scrutinized or criticized for outdated policies, a lack of diversity in the workplace or reluctance to get involved in social issues and make a difference.
In 2021, however, so many organizations have finally upgraded their policies, revamped or re-introduced DEI programs, openly expressed outrage over social injustices and promised to step up their game. In 2022 brands should highlight their mission-based efforts across different communication channels and demonstrate more accountability. PR efforts should be focused on philanthropic involvement and social awareness; it’s crucial that businesses start transitioning from “talking the talk” to “walking the walk” and following through on “do-better” initiatives.
Podcast Appearances Should No Longer Be Swept Under the Rug
While local and national radio are still best for breaking news, podcasts seem to be more appropriate for extended discussions of hot topics. These podcasts may not have a huge number of listeners, however, those who do tune in, will be highly engaged. If you were putting your appearance on a podcast on the backburner, it is time to give it some serious consideration.
Impactful PR Will Have to be Part of a Larger Marketing Ecosystem
It goes without saying that PR usually generates more traction when combined with other marketing strategies. Let me assure you that in 2022 this will be vital. PR is a piece of the marketing puzzle and needs to be combined with a strong content strategy, paid ads strategy and social strategy for bigger, better and more powerful results.
Keep it Simple
We are living in turbulent and unpredictable times. Sadly, these days, attention spans are short and anxiety levels are sky-high. But the most crucial and impactful form of communication is also the most overlooked. Therefore, in my professional opinion, simplifying a brand message will be one of the most essential trends in PR for 2022. Companies of all sizes should make sure they avoid fancy language, long-winded copy and tedious or complicated explanations. Keep your story short. Make it concise, easy-to-understand and void of “highfalutin” terms. Just explain briefly what is it you do, why it matters and how your prospects are going to benefit.
