Public relations experts play a big role in how a brand is seen online. Good PR helps you spread the image you've worked hard to build and keep it that way. And if you use the right PR trends and strategies at the right time, you can get the most out of good PR and make bad PR much less important.
Part of a PR professional's job is to know what's going on in their field. You might ask, "Why does this matter?" It's simple: since our world is always changing, so must PR.
What consumers cared about three years ago might be very different from what they care about now. And since PR is all about shaping your image in the minds of consumers, you need to know how different tactics and strategies may work with your audience at any given time.
Trends happen in public relations firms, just like they do in marketing firms. As the gap between PR and marketing shrinks, we can see more and more clear trends.
COPYRIGHT_MARX: Published on https://marxcommunications.com/pr-trends/ by Keith Peterson on 2022-09-07T04:18:33.570Z
Like marketing, PR trends are affected by a number of things, such as consumer tastes, employee expectations, and new technology. As each of these areas changes, so must your PR strategies if you want to keep putting your business in a good light.
Say, for instance, that your new product is getting a lot of bad reviews. Who should answer: marketing or public relations? A few years ago, this might have been the PR department's job alone. Today, though, more and more people are responsible for it.
PR trends can help brands figure out who to talk to, how to talk to them, and when to talk to them about problems and opportunities. This makes it less likely that PR opportunities will slip through the cracks. Plus, you learn how to promote or answer in a way that your audience will like.
Surefire PR Marketing Tips and Tricks | How To Approach Brands for Public Relations
PR trends are affected by the same things that affect trends in any other industry: employee expectations, technology, consumer tastes, and more. And as these things that make a difference change, your PR plans and process must change with them.
For example, in the past there was only one PR department, but now there are two: marketing and PR. Both are responsible for negative responses from a campaign's target audience.
PR and marketing departments used to work separately, but now they must work together to make sure that the marketing communications goals as a whole are met.
Also, digital PR is becoming more and more useful as a PR tool. The online space is where people respond to PR campaigns the most. This makes it possible to talk back and forth with the audience in a way that wasn't easy (or even possible) in the past.
But what does it mean to do PR online? Digital PR is the process of using marketing and traditional PR strategies to promote a business online. It's important not to mix it up with SEO, which happens a lot.
PR and SEO are two very different ideas that, when put into action, give you different results. The truth is that they do go well with each other. To put it another way, think about what you want to get out of both practices.
Digital PR will basically put a brand in front of millions of people. At the same time, if you do it right, your brand will build trust and awareness, and people will start to connect with your brand and its image and respond to it.
On the other hand, SEO is all about rankings and numbers. It cares about putting your website in front of your target audience and convincing search engines (like Google or Bing) that your website is trustworthy and should be near the top of search results.
Numbers only. Digital PR also makes sure that your audience sees your brand as much as possible and gives you information about how to give them good content.
And doing both will help you get high rankings, a lot of exposure, good content, an audience, name recognition, brand certification, and a lot more. Now, let’s dive into the trends that define PR today.
Modern PR Trends That Can Benefit Your Business
The first new trend is that people are moving away from capturing single events and toward making movements that focus on people. This transformation focuses on human experiences (be it in the digital world or the real world), which helps to keep a cultural connection to the world around us.
Even though there is a pandemic, globalization is still happening, and this helps people accept different cultures, live together, and interact with audiences in new ways and in real-time. This gives PR a great chance to really affect the people they want to reach.
More ideas are coming up that are based on data and supported by technology, which makes these ideas more popular. Also, some platforms allow two-way communication, which is great for getting responses and having productive back-and-forth conversations that will definitely make PR campaigns better.
Human-centered movements are a strong and steady trend that is becoming more and more popular. This is an even better chance for PR strategies to work and for PR professionals to follow this trend.
“With the B2B sales environment getting increasingly more competitive, and decision-makers seeing little or no differentiation between competitors, there is a clever tactic that marketers should pay more attention to – thought leadership,” said Zanetti. “We are increasingly seeing how this is the silver bullet in our clients’ PR and content marketing arsenal.”
How To Launch An INFLUENCER MARKETING CAMPAIGN in 7 Simple Steps (Strategy, Outreach and Examples)
Influencer marketing has been a big part of PR trends for a few years, and that won't change in 2022. Influencers keep popping up everywhere on the web, from micro-influencers on TikTok to influencers with millions of followers on Instagram. Also, they are making ways for you to get into niches that you might not have thought of yet.
Because of micro-influencers, companies are moving away from celebrity endorsements and large-scale media channels in favor of smaller niches. Since it works so well, PR campaigns will continue to rely on promotions from influential people to help brands grow.
Anyone whose opinions are respected can be an influencer. These people might not be as well-known or have as many fans as a celebrity. But they are credible enough and have enough followers to change the minds of those who are listening.
In 2022, the PR part of using influencers will be about keeping good relationships with influencers you already know and making connections with influencers you don't know yet.
Influencers usually don't have agents and don't have set up systems for brand partnerships, so you have to take a different approach when you talk to them. Influencers are often busy professionals who may or may not do it "full-time."
PR teams need to know a lot about the influencer's audience, niche, and content in order to get the most out of influencer marketing. These things have a lot of depth and nuances that can be different from one influencer to the next. If you don't know about these things, you could hurt your online reputation more than you help it.
Adding influencer resources to your PR team is one way to avoid bad experiences with influencers that could hurt your business. Someone who knows a lot about influencer campaigns and building relationships with them can do the hard work for you to get the best results.
PR firms are using podcasts more and more because they are a unique way to get and keep the attention of end users because they are less intrusive, more personalized, and easier to consume.
According to the Media and Entertainment Outlook 2020 report from PricewaterhouseCoopers, India has over 57.6 million podcast listeners, making it the third largest podcast market after China and the US.
As this number keeps going up, PR pros can use podcasts for native ads, guest spots, building relationships, and a lot more. Like influencer activation, podcasts are likely to grow in a way that looks like a hockey stick after 2022.
Diversity, Equity & Inclusion 🔸 Workplace DEI Best Practices 🔸 OPERATOR INSIGHTS
Diversity, equity, and inclusion (DEI) projects are becoming more important to more companies, and for good reason. When employees feel like they can be themselves at work, they are more engaged, productive, and happy with their jobs.
Many companies think that a DEI workplace gives them a competitive edge, especially during the Great Resignation, which is still going on. As part of their public relations, companies that promote diversity and inclusion are not only appealing to customers but also to people who want to work for them.
But no good deed goes without a reward. Recent reports say that most companies just go through the motions of DEI and don't do enough to create a truly diverse and fair place to work.
This is a great example of why it's so important to have a good PR plan. When companies really want to make their workplaces diverse, fair, and welcoming, it's easy for them to talk about what they're doing to support their DEI initiatives.
In place of vague and general statements, action-packed evidence that shows rather than tells is used. As more customers and employees expect brands to use DEI at work, PR teams can expect to see it come up again and again in their campaigns.
How people and brands market themselves has been completely changed by social media platforms. The problem is that many people only see it as a way to promote their own goods or services. Brands need to think of social media as a two-way street when it comes to marketing.
No one likes it when someone else doesn't pay attention to them, and the same is true when brands don't pay attention to their audience and use social media as a one-way channel of communication.
This year, you should try to get your audience involved. Answer every direct message and comment. Tell people who have complaints that you will contact them directly, and then do it. Follow other brands or people in your niche and like or comment on their posts.
It only takes one interaction to turn someone into a customer for life, and everyone knows that loyal customers are the best people to tell their friends about your business.
The COVID-19 pandemic caused social media to grow a lot. So, PR pros put them at the top of their communication plans to help their brands get more attention and engagement.
TikTok has grown by leaps and bounds in 2021, and by the end of 2022, 1.5 billion people will be using it every month. So, in 2022, PR pros and marketers will move their campaigns away from Facebook and Instagram and toward TikTok.
CCC: The Power of Content.
Today, when people who make content are starting their own successful businesses, it's clear that content has power. Content is the most important part of any campaign, whether it's through social media or more traditional means like newspapers.
In the future, PR firms can use the unbeatable power of content creation and distribution together to make campaigns that can change the way people think and act, giving brands value that can't be beaten.
As a result, a successful content strategy will involve finding the right channels, where the target audience is, to market unique content with a purpose. In the future, PR will be very important for making the most of the power of content through targeted distribution.
People's anticipation levels skyrocket once they learn that two of their favorite performers are collaborating on a new album. The same holds true for other brands. Working together with another company or brand to produce a surge of enthusiasm and excitement is a novel approach.
People absolutely adore it whenever two or more of their favorite businesses collaborate on something, whether it be a contest, a product or service, or even a piece of content.
Since 1995, when RealNetworks used RealPlayer to stream a baseball game between the Yankees and the Mariners, live streaming has been around. YouTube also tried out the medium for the first time as early as 2008.
But businesses have been slow to use live streaming as a marketing tool, with the exception of early adopters in tech and media. This all changed in 2020.
Data from NPAW, an analytics company that works with the best video streaming services, shows that the amount of streaming in the US went up by 73% in just one month after the shutdowns. Europe and Asia both saw increases of about 49%, which were similar to those in the United States.
Brands were quick to respond to this increase, and Facebook said that during the same time period, the number of people using Facebook Live in the US went up by more than 50%.
A similar Google study showed that the amount of time people spend watching live streams had grown by 250% by 2020.
Businesses as big as Formula 1 and Microsoft and as small as community animal shelters and neighborhood beauty salons used live streams for interviews, Q&A sessions, product launches, and other ways to get the word out.
Experts think that this isn't just a temporary spike. A study by Global Web Index (GWI) found that 56% of live stream users would rather keep watching live stream content even after the pandemic is over.
Market research says that the live streaming industry is worth $59 billion right now and that it will be worth more than $223 billion by 2028, which is a CAGR of 21%.
A big part of that growth is likely to come from businesses using live streams to reach more people. A recent study by the Content Marketing Institute shows that 66% of B2C brands plan to use live streams as part of their communication strategies in the coming year.
In 2022, people who work in public relations should see themselves as an extension of every core function of their clients' businesses. PR should report to human resources, finance, and operational leadership in addition to marketing, which is usually in charge of the brand story.
Modern PR is a way to build relationships that puts digital first. Modern public relations goes beyond the transaction and uses engagement strategy and marketing technology to build and keep relationships between organizations and their public that are good for both sides.
A PR strategy helps your business organize its public relations (or media relations) activities and make strategic decisions about the best way to communicate with its target audience.
The emerging trends in PR and in media relations are examples of the shifting world we’re experiencing. And if you want to make a real difference, you need to pay close attention to the latest trends.
The world is changing because of how digital media is used, and new trends in public relations show that more can be done, but it needs to be done right.
PR is becoming a very important field as businesses around the world try to address customers' growing concerns about social and environmental issues.
But the same things have also permanently changed PR, with virtual events and online interactions with the press and customers becoming the norm.