Vice President of Communications Scott Lusk shares seven communications and marketing trends to expect in 2022
If 2021 taught us anything, it is to expect the unexpected. As we enter 2022, the past year is likely the best harbinger of what communications and marketing strategies will yield the best results.
While it is difficult to make predictions in an unpredictable world, here are seven communications trends to expect in 2022.
Amplifying earned media wins
Boosting key media placements with paid promotion will become common public relations strategy. By promoting significant media placements via digital ads and on social media, communicators can drive their messages to key audiences with pinpoint accuracy. This is one of many trends that will require top communicators to develop expertise in digital marketing strategies.
Continuing significance of influencers and micro-influencers
Influencer marketing can build brand awareness, create a deeper connection with key audiences and increase a brand’s trustworthiness. Top communicators will utilize micro-influencers with active followings in niche markets to achieve high levels of engagement. While an influencer’s content should be relatable and authentic, it is most important that the influencer align with an organization’s values to be most effective.
Focusing on diversity, equity, and inclusion
The most successful organizations not only have clear diversity, equity and inclusion (DE&I) policies, but they also work toward tangible goals in this area. Communicators will need to ensure organizations can support any DE&I assertions with real results. Communicators must hold themselves and their organizations accountable while working toward DE&I goals.
Utilizing an omni-channel approach
Communicators will use more and varied channels to reach their key audiences. This year will see owned content and pay-to-play strategies reach similar significance as earned media efforts, especially when reaching niche audiences.
Emphasizing personal stories of social responsibility
Communicators will showcase employees’ individual acts of goodwill to enhance a brand’s social responsibility efforts. By telling genuine stories about employees who support their communities, communicators can highlight important causes that align with their organization’s values. These stories will be prominently displayed on an organization’s website and social media – as well as pitched to local media outlets.
Prioritizing internal communications
Communicators will prioritize internal and employee communications as they develop their organization’s culture in remote or hybrid environments. Communicators will be essential as organizations recognize that employees are their most important audience and communicate their value proposition to them.
Optimizing employer branding
Communicators will work to brand their organizations as top employers so prospective employees see them as a company they want to work for. This will not only be important for attracting and retaining talented employees, but also for branding an organization as a supportive employer that treats its employees equally and fairly.
If you would like to discuss your organization’s public affairs or digital marketing strategies, please reach out to Scott at firstname.lastname@example.org. You can also follow him on LinkedIn.