At the beginning of the year, we predicted the top public relations (PR) trends for 2022. So, what trends became a reality? Here are our Top 4 trends of the year:

• Brand Communities Boost Customer Engagement

One trend is the impact of building a brand community to boost customer engagement. Customers that follow a brand on social media are more loyal to the brand. This loyalty is established through the company updates and shows the customer’s show of support through likes, loves, and comments.

Additionally, if your brand has an established online community, those who may not know much about your company will view the brand as trustworthy. In a way, a large community of loyal customers becomes its own form of publicity all on its own. These customers generate word of mouth around your brand and engage in conversations that will bring in more customers. 

• Targeting Niche PR

Since online has become the destination for most people to receive news, connect with friends, shop, and do just about everything, it is no surprise that there are millions of online outlets to share brand information with. In addition, the creation of personal blogs, informational blogs, self-publications, and influencers has given PR professionals the ability to target the best possible outlet to reach their target audience. 

Many influencers and blog writers have a niche, whether it is food critiquing or transportation technology. With so many informational sources, it can be overwhelming. Narrowing down by niche topics, allows you to better reach your target audience. 

• Data and Analytics

Now that many outreach and advertising efforts are being used online and on social media, collecting and analyzing data is becoming more of a task for public relations specialists. In addition, each year the PR market value rises, brands expect more from their PR teams. 

Tracking the impact of public relations endeavors has become an essential skill for PR professionals. Some skills professionals need to know are tracking social media engagement, web traffic, and measuring brand awareness. In the long run, this data helps companies track where their strengths and weaknesses are, which allows them to cater their PR strategies to in ways that maximize engagement.    

• Diversity, Equity, and Inclusion (DEI)

This trend is one that we predicted back in February, and it isn’t going anywhere. Embracing DEI within your brand benefits not only your public image and engagement but also the internal functions of the company. For example, when a workplace is diverse and safe for employees, they become more engaged and productive, significantly benefiting the company. Also, by showcasing your efforts for DEI online, you will be able to establish a more diverse and loyal customer base. Generic statements are not enough to showcase a truly equitable and inclusive space; these statements must be backed up with actions and initiatives to stay on top of DEI expectations.

It is essential to create a solid PR strategy for the year ahead. Organize the strategy in a way that understands the trends and how to best reach your target audience. Publicity opens the door to attracting new customers to your brand and fosters long-term loyalty.