Be part of the conversation – but be authentic
No longer are businesses expected to sit on the side-line of politics and topical issues. In a recent survey, 70% of consumers have said that they want brands to take a stand on these types of issues.
In today’s highly competitive marketplace, customers want to know what a brand stands for, and if this aligns with their own worldview. Companies, therefore, shouldn’t stay silent but react fast to movements that are gaining traction, or be proactive about the issues they’re passionate about.
It’s important any claims are substantiated, however, and aren’t simply empty words. Businesses should have something tangible to contribute to the conversation – be that sharing experience, research or financial support – in order to be a relevant and credible part of the discourse.
Video vamps up
Last year video content grew to be a central part of many PR strategies and this is set to grow further in 2022. Video led social platforms such as TikTok grew by a whopping 173% (according to Hootsuite) and Instagram is embracing a shift towards video. Companies are responding accordingly. Just over 39% of businesses already use short video content to sell their products and services, with 30% reporting that it provides a higher ROI than their own websites. When done well, video can create a deeper connection and capture the attention of potential customers more readily.
While the discipline of PR originally grew from the news side of the industry, today the communications wheel includes everything from company newsletters, news releases and articles, advertising, sponsorships, brand layering, social media, influencer campaigns, crisis management and more. A campaign today can include a variety of earned, owned, paid and shared media. As a result, PR agencies are morphing into blended services – offering analytics, planning and digital services – in order to provide a holistic program for their clients.
Want to know how these PR trends and more can supercharge your business in 2022? Have a chat with one of the Clareville PR team – it’ll be 30 minutes well spent!