Three PR trends you should be aware of in 2022

As 2021 draws to a close, you’ll likely be looking back at how your business has performed this year.

No matter how your year was, the fast-paced nature of modern business means that what worked last year might not work in 2022.

Whether you’re used to using PR within your business – or you’re considering your communications for the first time – understanding current trends is important to plan how your communications will develop in the next year.

We’ve collected three key PR trends that have been established in recent years, and are set to grow exponentially as 2022 progresses:

1. Data

In a world where almost everything is online and trackable, data and numbers are driving PR more and more.

“I know half the money I spend on advertising is wasted, but I can never find out which half.” – John Wanamaker.

This famous quote could not be more wrong in modern PR and marketing. By using the data you’ve collected from 2021, you should be able to see what’s working and what isn’t to take this into 2022.

If you don’t have enough data from 2021, the new year is the perfect time to start collecting data to influence your future PR strategy.

Analysing data doesn’t have to be difficult or expensive. Every social media platform has inbuilt data analytics tools that are free and easy to use. You can also start collecting data easily from your website by using Google Analytics. This extremely useful and free tool can be used by anyone to measure their marketing activity.

Initially, getting to grips with these platforms can be difficult. However, once you know the basics, you’ll be able to see where website visitors are coming from, and how they’re behaving on your website. You’ll also be able to see which of your social posts are more engaging for your audience and how people are interacting with them.

Data will help you to see what’s working and what isn’t – making sure that you’re budgeting your PR correctly, and nothing is wasted.

2. Social issues

Woman shouting into megaphone

No longer are businesses expected to sit on the side-line of politics and public issues. In a recent survey, 70% of consumers have said that they want brands to take a stand on these types of issues.

In the modern world of social media, brands have no excuse to stay silent on important movements as they’re happening. It’s important for brands to react fast to movements that are gaining traction, or to be proactive about the issues you’re passionate about.

In today’s highly competitive marketplace, customers want to know what your brand stands for, and if this aligns with their own worldview.

There are various ways to communicate these messages. For larger brands, this could include starting hashtags, donating money to charity or raising awareness through adverts, for example. However, small businesses shouldn’t be put off communicating their values or making a difference, it’s just about where you should invest your time or money. The progressive worldwide brand Ben & Jerry’s state that they choose causes that reflect the values of their business.

Your business will already have values and supporting social causes will help you to communicate these values to potential customers. Your customers will not only want to buy your product or use your service if it meets their needs, but also if your beliefs match up. Make sure to keep this in mind if you’re trying to target a particular type of person in 2022.

As your business moves into the new year, consider what your values are, and how you could live up to these values by communicating with your customers. Think about why you’re in business – and what your business is passionate about.

3. Influencers

Influencer taking selfie with phone

An influencer is someone who promotes brands to their social media followers – however, they don’t have to be a Kardashian or have millions of followers to make a difference to your business.

2021 has seen the growth of micro influencers, smaller influencers who have more followers than the average person – between 3,000 and 100,000. Micro influencers are often seen as more authentic by their followers and are much more attainable to smaller businesses.

An influencer will already have built a level of trust with their followers, and as long as your business matches the brand they’ve created, they’ll trust your business too.

The variety of influencers is growing beyond the health and beauty industry, there are social media accounts with huge followings for any industry you could think of.

Influencers and their management contacts are simple to find on social media. Take some time to plan them into your 2022 PR strategy and get in contact with influencers in your industry in the new year.

Planning for 2022

As you plan your PR strategy for 2022, consider these three trends and how you could use them to grow your business in the new year.

PR is changing at an incredible pace; you need to be ahead of the curve.


If you’d like a free independent review on your online communications to refresh your communications for 2022, fill out the form below: 

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