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2022 PR Trends

15th December 2021

The Public Relations (PR) landscape over the past couple of years has been a “Corona-coaster” of changing campaigns and shifting social schedules. Everyone working in the industry has had to really step up and respond to client needs as they navigated their way through a crisis like no other.

Add hybrid working into that mix and there can be no doubt that the PR sector has also evolved significantly. Remote pitching for new business, or to sell stories in, seems to now be the norm. Networking events have come to a grinding halt. Tech convergence in modern newsrooms is commonplace. And influencers are evolving into the new celebrities.

Boundaries are ever more blurred, so it is important to take a step back and consider what all this means for 2022 in terms of upcoming trends. Here are some of our 2022 PR Trends…

The Power of People

If there’s one thing the pandemic has taught us, it’s that we’re all people at the end of the day. We thrive on being liked, making conversation, and having meaningful interactions (and not just of the digital kind) to lead fulfilling lives.

Making time to retain those crucial client connections and nurture media relationships will be a priority for PR gurus. Investing just a little bit of time in real face-to-face engagement over the coming year will pay dividends in the long run.

Brand Emotions

In this digital age, brands need to be backed up by real people, otherwise they’ll become faceless. Ensuring the right team is sat behind each social media platform will be key.

Consumers want to experience the human touch, not be bot bashed, when they reach out and engage. Marcomms pros will be refining this in the coming months to make sure their target audiences stay tuned in.

Social Consciousness

Communicating with a conscience has never been more crucial. Consumers are increasingly in touch with their own personal values following global events like COP26. Brands are expected to reflect these in ever more creative ways to cut through the “green guff.”

Equality, diversity, and inclusion is also right up there as a major conversation. Stakeholders expect firms of all sizes to demonstrate their commitment to fairness and opportunity for all in maintaining their own reputations.

2022 will be all about developing this PR narrative, so that clients can demonstrate their credentials in the most meaningful way.

Influencer Impact

There’s no doubt that influencers are as valuable as journalists to PR professionals nowadays. They add credibility, authenticity, and personality to campaigns, providing they are harnessed in the right way.

2022 will see more of this, but the approach will be cautious. PRs will want to make sure due diligence creates genuine partnerships, and that there is strategic alignment with brand values. As ever, key performance indicators (KPIs) will play a crucial role in demonstrating the return on investment (ROI) is beneficial.

2022 is set to be the year where there is more push back to the people. Remote working has changed the world forever, but robots don’t run the world yet! The focus will be on strengthening relationships and ensuring reputations continue to have the human touch.

How can you incorporate our 2022 PR Trends into your public relations activity? Why not contact us today to find out how Eden PR can help you with your PR and marcomms.


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