Public relations Trends that will dominate the PR industry in 2022

The PR industry has been changing rapidly in the last few years. Public relations is now a much more digital-focused industry, with the rise of social media and the need for companies to have a strong online presence.

Evidently, a lot has changed in the Public Relations industry in the past few years. As brands become more focused on making customers feel comfortable with the new normal, PR is helping them grow not only by providing them with various opportunities to innovate but also to strengthen their connections with consumers by associating themselves with creativity.

To be at the forefront of PR, you need to make an effort to stay up-to-date on what is trending. Indeed, it is equally important to spot new trends that are emerging which would grow bigger. That way, you can maintain your competitive advantage in this constantly changing environment. Let’s browse through the recent and upcoming trends that may emerge in 2022 in the PR industry. 

Comeback of Print Media

There may have been a steady decline in the newspaper industry mainly due to the Covid period in the past few years. But now, it’s visible that print media is coming back to its glory. Media buyers have also noted that the demand for print has been 30 percent higher this year than in 2020. According to experts, the print growth story has been receiving a strong boost from the non-metro tier II and tier III markets, which is also a new favorite for advertisers. Suffice to say, print media has always proven its importance in communications. Even after going through the Covid storm, the print industry managed to stand firmly as a strong pillar and a credible source of information for its readers and advertisers.  Here, it is important to understand that in the print media, regional publications are the ones gaining ground the most.

Digital PR has taken a center stage

Undoubtedly, the technology-driven age has changed media networking in many unprecedented ways. Brands are adopting new methods of promotional strategies, specifically focusing on the digital space to gain momentum. A well-planned Digital PR strategy will help in building a brand’s identity through exposure and engagement.

According to reports, 70% of internet users want to learn about products through content, and you can expect about 67% more leads every month if your brand has a regularly updated blog. (Source: Hubspot)

Given the reports, we will see a strong surge in the use of Digital PR in the upcoming year.

Influencers playing a major role in building brand visibility

A brand’s visibility is one of the most important aspects of its success. It is not enough to build a strong product; it has to be marketed well too. Influencers are playing a major role in building brand visibility and making sure that the product reaches out to the right target audience.

According to a study by Meteor solutions, 30% or more of a website’s actions are determined by influencers. Today, influencers are taken as the next generation thought-leaders and industry experts who have a significant impact on a brand’s reputation.

Online campaigns and messages promoted by the influencers have better chances of success as they help spread the word about a brand’s site, products, and services to their followers. Influencer marketing is sure to reach its peak in FY2022 and will continue to exert a major impact in the years ahead. Targeting the right influencers is another important aspect that can determine success or failure.

Personal branding will become a PR strategy

Personal branding is becoming a PR strategy. The goal is to establish yourself as an expert in your field, which will result in more opportunities for collaboration with other businesses and clients.

It’s not something you do to make yourself look good. It’s about making your company look good and getting your product out there.

In the past, personal branding was used to create a “personal brand”, but now it is used as a way to promote the company and its products. This is done by creating online content and visuals, such as videos and social media posts, that showcase the company in an appealing way.

The year 2022 may see a huge rise in the clientele requiring Personal Branding. It is an attempt to get people to associate you with certain qualities which in turn will help you get credibility for your products and services. In the Age of the Individual, you have to be your brand and leave a legacy that cannot be forgotten in the generations to come.

Rise of Short-form content in 2022

In the coming years, short-form content will be a dominant form of content on the internet.

The amount of time people spend on the internet is increasing every year. In 2022, people will have more time to spend on the internet and they will have less patience for long-form content. This is because their attention span is decreasing.

In HubSpot Blog’s 2022 Marketing Industry Trends Survey, it has been found that more than half of marketers (51%) who use short-form video plan to increase their investment in 2022. Meanwhile, 38% plan to continue investing the same amount. Further, 30% of social media marketers are planning to invest in short-form videos because they have the highest ROI of any social media marketing strategy.

Recreation of 20th-century content

The recreation of 20th-century content is an emerging trend in the cultural industry. We can see it in movies, TV series, books, and other media. It has been a long time since the 20th century and there are many reasons for this trend.

The recreation of 20th-century content is not just a trend but also a form of nostalgia. People want to remember what was happening in the past and how things were different back then.

To connect with their customers on a deeper level, brands are recreating their decade-old ideas and concepts. A few days back, Cadbury Dairy Milk recreated its iconic stadium advertisement with a surprising twist as a tribute to women athletes. Further, brands like Nike and Pepsi are using retired designs and past logos as ‘throwback’ and ‘retro’ products. Surely, tapping into strong memories can be one of the most powerful ways to elicit emotion – particularly if you’re targeting millennials. In the coming time, we may also see brands stories and campaigns involving family values and human sentiments to strengthen their bonds with their customers

Rise in online/virtual events

The global virtual events market size was valued by Grand View Research at $77.98 billion in 2019 and is now expected to grow at a compound annual growth rate (CAGR) of 23.2% from 2020 to 2027. This proves that organizers will continue to organize virtual events because Virtual events are cost-effective, and they give global access to content without travel. Undoubtedly, Virtual or Online events will continue to rise even in 2022.

Evolution of the Press Release

To keep up with the frequent changes occurring in the PR industry, both the content and the format of press releases will also have to evolve. These days, journalists want the releases to be on point and concise enough to present all the details. Multimedia elements and bullet points would become more prevalent in the brand statements in the upcoming days. Another aspect journalists will consider is the relevance of the news to their readers.

2022 year is going to be the year of transition. We are likely to see various changes that will shape the PR sector in many unprecedented ways. As we move forward, the PR industry is going to play a major role in fostering a community of brand advocates. PR agencies need to be flexible enough to reinvent themselves with offerings made for the realities of the new era.