Public Relations (PR) is a set of strategic communication used by organizations or individuals to build and sustain relations amongst the target audience and various stakeholders. It envisages creativity, content curation, and reaching out to the target audience with exemplary communication efforts. Due to digitization, industrialization and global disruption, the human behavioral pattern has developed, so public relations’ role and working style has changed multifaceted.
The pandemic and technological trends like the utilization of online media, social media and digital marketing have reinforced the adoption of new-age technology for business development and effectively integrated marketing communication efforts which actively contributed to the transformation and expansion of the public relations industry.
Here are the top 5 notable trends that are reshaping the public relations industry in 2022:
1. Personalized PR Pitching
Communicating with key media with the same set of messages proved to be impotent as every journalist has a different mindset. Personalized pitches to specific journalists or influencers first present an eye-catching idea that is hard to miss. Second, tap directly on their interest to provide precise information in news-worthy content that maximizes the chance of being published by the targeted media outlets. It empowers PR professionals to create instant trust and nourish the relationship with media outlets and professionals who become supportive when pitching in the future.
2. Influencer Marketing
With the increased penetration of online and social media platforms, audiences have begun to trust peers’ recommendations as it generates curiosity regarding products or brands. People find more authenticity in content and recommendation from actual consumers, celebrities or influencers rather than in other forms of promotions and advertising.
Influencer marketing involves endorsements and product placement from influencers, people and organizations who have an expert level of knowledge or social influence in their field. They upload sponsored content on their social media platforms like Facebook, Instagram, YouTube, Twitter, LinkedIn, Snapchat, or other online channels.
3. Tailored Content Strategy for the greater outreach
A customized content strategy builds customer loyalty and meets the objectives because it directly meets the target audience and potential customers. Tailored content is all about delivering experiences that speak directly to target customers.
PR professionals must emphasize their content strategy efficiently, ensuring its uniqueness engages and reaches the target audience. Incorporating appropriate keywords and other SEO optimization tactics makes the content visible on initial search pages, increasing search engine rankings. The personalized content strategy supported by data analytics and conclusion from existing campaigns proves a great way to place the client’s brand in the right spots.
4. Leveraging the power of Digital Media
With the news earlier restricted to only the traditional means such as newspapers and magazines, the entry of this new medium transformed the landscape and made information and news available anytime, anywhere.
From online press releases and sharing on social media platforms, the possibilities of digital PR are endless. With Web 3.0, marketing communication horizons are expanding further and brands can extend their presence into the digital world and gain immense publicity across the platforms that their target audience uses.
5. Impact Evaluation
In the Public Relations domain, it’s a challenge to show the impact generated as it is less tangible than other services. All clients want to know the impression created and whether the money, time and efforts that went into a campaign changed consumer behaviour and profit generated.
To prove the campaign’s ROI, meaningful metrics that relate directly to business goals and objectives are required. PR firms can create winning strategies, deploy them through suitable platforms, and create and measure campaign success metrics.
Content: Vaibhav Chandra
Graphics: Shrikant Landge
Publisher: Media Value Works
Social Media: Ravish Dhiran