25 Marketing and PR Trends for 2022
Marketing and communications professionals continue to face change with emerging technologies, evolving communication channels and pandemic-wary consumers. These developments shape the way we engage with customers, employees, journalists and other stakeholders.
We asked 25 professionals what they'll be watching for in 2022. Keep reading to learn their strategies for media relations, crisis communications, marketing, technology, advocacy and more.
Sharon Kreher of teamworks communication
Personalized pitches to specific journalists and influencers are likely to reap greater rewards than general one-size-fits-all media distributions. Podcasts, bloggers, etc. are great opportunities to connect with specific audiences. Influencer marketing is now... ⇢ read more
A crisis scenario has the potential to interrupt business and significantly damage the reputation of your organization. Events ranging from unhappy employees to digital security failures are common and put you at risk. Every organization is vulnerable, yet half of U.S. companies don’t have a crisis communications plan.
Effective communication during a crisis can be the difference between a positive outcome and irreparable damage, which is why proper planning is so important. As with any skill, effective crisis communications requires organizations to prepare and remain sharp. We had five PR professionals answer four questions on this topic. Keep reading to discover... ⇢ read more
When a high-level leader abruptly departs an organization, communications professionals often step in to assist with crafting the message, sharing the news internally and communicate with local and trade media.
Experienced PR pros know how to handle these situations like the back of your hands, but this article serves as a primer to remind us all about strategies for handling the communications associated with the departure of a high-profile leader.
The Background: Learning About the Departure
Capture Public Relations & Marketing, an agency based in Winston-Salem, has worked with a local organization on a project basis for years. They know we’re here when... ⇢ read more
Last year, I wrote my guest blog for PRCG Powerlines about vulnerability as the “secret sauce” to effective crisis communications. To say that theory has been tested in 2020 by COVID-19 – and other crises/issues of this year -- is an understatement.
I think there are many communications professionals who would agree that their clients were “forced into” a level of vulnerability they had never experienced before. I’d guess (and hope) that those who accepted their vulnerable state and communicated it with candor and authenticity did a long-term service to their brand and organization.
But let’s face it, it’s “getting old” for... ⇢ read more
Read enough crisis communications plans and you’ll see a host of contingencies for communicating with journalists, lawmakers, shareholders and customers. You’ll also see a variety of templated news releases, dark websites and proposed hashtags. Rarely, however, will you see any strategies and tactics directed at one of the most important audiences in any crisis: the employees who work for the organization at the center of the incident.
Why are employees so often overlooked? Maybe it’s because communicating with them is a routine matter at most organizations. Maybe it’s because employee communications lacks the glamor of media relations and executive communications. Or... ⇢ read more
What crisis management lessons can a disaster like Hurricane Florence provide to organizations and the PR pros who support them?
Recently, I flew into North Carolina to help a friend with what started as a small, rural nonprofit dealing with the aftermath of Hurricane Matthew. My friend saw a need and stepped in — using her natural gifts and savvy about people — to grow the organization to be a key player in her county during Hurricane Florence.
Our PR Challenge: Staying “rural relevant” while quickly getting the organization “more sophisticated” in media relations and big-time grant opportunity development.
After my years of working... ⇢ read more
Everyone makes mistakes. We have been taught this from a very young age. In many situations, mistakes are understandable and easily handled. However, they do tend to make situations more difficult, and often, more complicated. When your company is confronted with a crisis, there is rarely any leg room for added complications. Addressing possible mistakes or pitfalls in crisis management is integral to the process. Although you cannot see into the future, there are a number of common pitfalls that may be stealthily avoided with the right amount of preparation, communication and teamwork.
No Action Plan
In order to tackle a crisis... ⇢ read more
“I will contribute to Puerto Rico’s recovery by not becoming an unemployment statistic.”
That statement became my mantra as soon as I knew my family, friends and employees were safe after Hurricane Maria wiped out Puerto Rico’s power, telecom, and basic needs infrastructure.
Yes, we have helped in volunteer efforts and community building initiatives, but making sure that my clients were properly served and that we kept our jobs became a top priority, especially the first days after the storm.
This is how we “Ricanstructed” our business during the first 72 hours after Hurricane Maria:
Knock, Knock. It’s me.
As all wireless telecom systems collapsed... ⇢ read more
Much has been written about the importance of organizations communicating effectively in the wake of a tragedy. That includes being mindful of what you say to avoid appearing tone-deaf.
From the devastating hurricanes in Texas, Florida and Puerto Rico to the mass shooting in Las Vegas and the Harvey Weinstein sexual harassment scandal, we’ve seen countless viral examples of people who got it wrong.
There’s the CBS News attorney who posted a comment about the Las Vegas shootings on Facebook, “I’m actually not even sympathetic [bc] country music fans are often republican gun toters.” And, Donna Karan who weighed in on the... ⇢ read more
For companies like Pepsi and United, these past few weeks have not been “friendly” after long hours trying to battle crises within their respective organizations.
Every time a crisis hits major corporations, such as these, public relations professionals are left scratching their heads wondering who is in charge and why the PR people “didn’t have a seat at the table?”…from the beginning.
PR professionals are oftentimes called in after the crisis hits versus having a seat at the table during the initial planning and strategizing phases.
It’s clear that in the case of Pepsi, the advertising firm created what they thought was a... ⇢ read more