Public relations in 2022 marked a turning point, as the digital world is constantly changing and, as a result, the disciplines connected to it are changing too. Every year, new trends emerge that PR agencies have to adapt to, which represents an ongoing strategic challenge.
Of course, during that period we couldn’t overlook the revolution brought about by the pandemic, which transformed our consumption habits and forced companies and agencies to rethink their communication strategies in order to be more digital, more human and more resilient.
Latest changes in Public Relations in 2022
If you’re a PR agency or a brand that wants to succeed and stay at the forefront in 2022, keep an eye on this article.
Influencer marketing, more alive than ever
If influencer marketing has been growing non-stop for some time, in 2022 it will surge. Growth is expected to be 33.6%, and the sector is forecast to reach $3.69 trillion in the United States.
Influencers will stop being a purely aesthetic figure for a brand and will move into an active role in content creation, working alongside agencies. It’s something we’re already seeing, and it will become increasingly noticeable.
Another trend that will become more established is the fact that you no longer need millions of followers to promote a brand. Companies are increasingly turning to people who focus on a specific niche.
Phygital events, a major trend
With the pandemic, platforms such as Zoom and Meet boomed. Online events organised by agencies — also streamed on YouTube or Instagram — have been gradually displacing physical ones.
In 2022, their possibilities will be explored even further, as they bring many benefits. On the one hand, they are much more cost-effective for the client; on the other, they reach far more people, even beyond borders.
However, in-person events won’t disappear. The new trend in 2022 will be to combine both spaces, creating a hybrid phygital model in which meetings are streamed online, while some participants and attendees can also gather in person.
Borderless teams
Although we often focus on the negative, the pandemic has brought opportunities to businesses that would otherwise have been delayed for years — even decades. Companies are becoming a more diverse space, where people of many different nationalities work together thanks to remote working. This creates a richer environment, opens the door to more varied multidisciplinary teams, and allows businesses to broaden their talent search without having to increase their budget.
Values: vital in today’s world
According to a study by Sprout Social, 70% of consumers demand that companies take a stronger stance on political and social issues. It’s time for the agencies supporting brands to bring their values to the forefront and highlight them within their strategy in order to position themselves well in society. Otherwise, a company that stays on the side-lines or remains ambiguous may face positioning challenges in the market.
A study by McKinsey & Company states that brands adopting these practices increase their revenue by 19% and gain a competitive advantage of 36%.
Cookies are coming to an end
Third-party cookies may well come to an end in 2022. Back in 2020, Google announced its intention to phase them out, and it seems this process will conclude in 2023. However, this is nothing new. It all began in 2018 with the 2018 Data Protection Regulation. With it, many browsers such as Firefox and Safari had already stepped up.
This situation will make things difficult for marketing professionals. It will be much harder to analyse and understand user behaviour and to assess the results of a campaign. Nevertheless, it will be an opportunity to reinvent ourselves and develop more effective strategies.
FINZEL PR | Your Communications Agency in Spain
We offer personalised PR and digital content services.
