The Face of PR in 2022

Our MD & Founder Archana Jain gives her outlook on the ever-changing face of PR & Social media in 2022...

The spirit of humanity that won in 2021 has set the stage for 2022. If 2021 was largely about ‘hope’, most expect 2022 to herald ‘new beginnings’. A new way built on authenticity, which has never been more important. In 2022, PR will be the custodian of this hypothesis for organisations across the three pillars of people, purpose and planet.

With the advent of digital and social media platforms, people have begun to trust recommendations from peers far more than celebrated brand ambassadors. Audiences now seek authentic content or recommendations by actual consumers, more than promotional content from brands. Community-led storytelling is more acceptable and authentic than direct brand-led communication. PR will be required to work with brands to shape and foster a community of brand advocates. A set of loyal and vocal customers who can humanise the brand to boost brand appeal & trust, promote products & services to new cohorts, provide word-of-mouth recommendations and social media chatter. All of this is invaluable for user-generated content (UGC). 2022 will see many more brands structure an evocative brand advocacy strategy to consciously harness community support to stay relevant.

Companies and brands will continue to lean on ‘purpose’ by supporting a cause of choice. But as consumers get more mindful of what and how an organisation really contributes, the days of purpose washing are long over. Consumers, especially the young, want to engage and be associated with brands that are not just saying the right things but really making a difference. Authentic and sincere efforts are the only ones that will find a voice and lend muscle to brand equity.

If anything, themes like sustainability and the environment will become even more important for brands and corporations. While some organisations are actively taking steps in this direction and serving as inspirations to others, more brands will need to do more for the environment and planet. Climate action and sustainability will need to be integrated in the very ethos of every company’s mission to realize United Nations’ Global Goals by 2030. Everyone needs to do their part to protect the planet from degradation. From sustainable consumption and production, use of recycled materials, to waste reduction and clean energy initiatives, all will need the attention of PR in 2022 to pave the way for a more sustainable future.