Some of these predictions may have been on your radar already while others might come as a surprise. Some have been building for a while while others have been triggered into being fairly recently by larger events. <\/strong><\/p>\n\n\n\n Either way, here are 6 trends<\/a> that we think are going to define the conversation about PR in 2022:<\/p>\n\n\n\n Every PR specialist knows the power of a good social media campaign. It is (mostly) free, it\u2019s a medium where your target audience is active and pretty much the entire planet is accessible at this point. <\/p>\n\n\n\n But the social media landscape is changing fast behind the scenes. Concerns about misinformation<\/a>, political conflicts and, some would say, the centralization of a lot<\/em> of power have all combined to create a very different environment than the one you might remember from years ago.<\/p>\n\n\n\n As audiences continue to move away from traditional media outlets towards social media, there have been opportunities for brands to take greater control of their brand narratives than ever before. Questions arise around where content creators\u2019 responsibility ends and platforms\u2019 begins affects brand strategies and messaging. In fact, companies are already moving towards increased enforcement of guidelines designed to prevent online misinformation. - <\/em>PR specialists @ <\/strong>HM&M PR<\/strong><\/a><\/p>\n\n\n\n It\u2019s very hard to say where this is headed, but the takeaway here is to be aware of both the need for full transparency at all times and to avoid putting all of your eggs in one social media basket. <\/strong><\/p>\n\n\n\n In fact, the importance of justice and transparency is likely to be a particularly prominent topic in the next few years, which leads right into our next big trend.<\/p>\n\n\n\n You\u2019ve surely noticed that transparency and accuracy in communication have been growing in importance in the PR community. Some see it as an inevitable step of the development of social-first journalism, while others connect the increased interest in social responsibility from the brands\u2019 standpoint to other issues they can\u2019t address directly.<\/p>\n\n\n\n Consumers want to feel like they\u2019re doing business with the right brands and don\u2019t want to be associated with scandal and anything with even the faintest hint of controversy.<\/strong><\/p>\n\n\n\n The recent economy-wide disruptions (and PR nightmares) caused by supply chain and shipping problems were on the mind of at least one PR specialist who responded to us:<\/p>\n\n\n\n The main trends will be a sharper focus on the benefits of a company\u2019s products or services in light of the shipping problems that have been experienced and, in many cases, price increases. The challenges for the PR professional will be convincing product purchasers and\/or service consumers, and media, that your client or employer has learned from the ongoing pandemic and has adapted to the \u201cnew normal.\u201d Public skepticism is going to be at an all-time high for the foreseeable future. - <\/em>Kirk Hazlett, APR, Fellow PRSA & Adjunct Professor of Communication @ University of Tampa (FL)<\/strong><\/p>\n\n\n\n There is a growing interest in where major brands stand ethically, which initiatives they support, and, more importantly, what it all means to the communities they serve.<\/p>\n\n\n\n Consumers are no longer willing to believe a mission statement or corporate talking head claiming a company does the right thing \u2014 they want proof. Customers will seek, support, and engage with brands aligned with their ethos \u2014 and they\u2019re more than willing to call out dishonesty and inaccuracy. Accurate communications and consistency across all media platforms will help consumers trust and support your brand. <\/em>- <\/em>Amy Roberts, Vice President of Communications + Client Services @ <\/strong>KNB Communications<\/strong><\/a><\/p>\n\n\n\n Many say that businesses are pressured by a variety of stakeholders to take a stance on vital social issues, from BLM to gender equity, healthcare, pay equity, DEI, etc. Not only take a stance, but put action plans together and demonstrate real progress, not just rhetoric<\/em> (Greg Feistman, Assistant Chair of Public Relations @ Temple University<\/strong>).<\/p>\n\n\n\n What does this mean for PR specialists? It\u2019s pretty simple: our job now is to make sure that our clients have a worthy, respectable cause to represent<\/strong>, a cause is aligned with their companies\u2019 missions & customer base, and that the world knows about all the effort they are making. <\/p>\n\n\n\n Staying out of these conflicts is becoming harder all the time, as is navigating the path forward. The best advice here is to act with caution and do everything you can to keep your finger on the pulse of your clients\u2019 markets and industries. <\/p>\n\n\n\n Don\u2019t panic \u2013 we\u2019re not predicting the rise of the machines (yet?). But this is one of those trends that has been building for a long time and has reached boiling point. 2022 will be the year that statistical data analysis moves to the center of effective PR tactics<\/a>: <\/p>\n\n\n\n Leveraging relevant data and analytics, statistics, and reports with a pitch will be highly important. Having the right storyline is one part of the equation, anchoring that pitch with a dynamic statistic will boost its relevance 10X. Offering up a key stakeholder who can knowledgeably speak to that data is even better. Publicists should consider working with their clients on how to mine and own the right data on behalf of a company. - <\/em>Zoe Weisberg Coady, Founder & CEO @ Brandstyle Communications<\/a><\/strong> <\/p>\n\n\n\n And when it comes to effective data gathering, Artificial Intelligence<\/a> is now a must-have. AI allows you to find and pull all the relevant information faster and it is also a crucial factor when it comes to communication and processes automation.<\/p>\n\n\n\n PR is becoming more dependent on data. To tell compelling stories to your target market, important data has to be collected and scrutinized. Companies that want to succeed today must embrace numbers and analytics and need to be smarter about how they use data. Data analysis gives deeper insights into behaviors and habits. - <\/em>PR specialists @ <\/strong>HM&M PR<\/strong><\/a><\/p>\n\n\n\n Data-driven AI allows PR specialists<\/a> to automate mundane tasks<\/a> such as searching for the most relevant channels and media contacts, calculating the best time of day for sending press releases and other media materials, establishing the most suitable type of content for a given campaign, following up effectively, and more.<\/p>\n\n\n\n
\n\n\n\nTop PR trends in 2022<\/strong><\/h2>\n\n\n\n
Moving closer towards content regulation on social media<\/h3>\n\n\n\n
A greater emphasis on social responsibility & business ethics <\/h3>\n\n\n\n
The rise of Artificial Intelligence and data science <\/h3>\n\n\n\n![\"Example](\"https:\/\/prowly.com\/magazine\/app\/uploads\/2020\/10\/Prowly-PR-Software-Media-contact-recommendations-1-1024x520.png\")
<\/figure>\n\n\n\n