Those who work in PR and marketing bring awareness to a brand—be it an individual or a company—through free avenues like social media, speaking opportunities, news stories or through paid solutions like digital adverts and more. Their goal is to bring positive publicity to their clients by painting the best possible picture of them through any circumstance. In 2022 we have seen many trends in the field that are changing the game and upping the expectations for marketers.
The blurred lines between PR and marketing
The terms “PR” and “marketing” are often used interchangeably despite the fact that they are two different jobs with different purposes. While PR focuses on positive publicity through unpaid or social sources, marketing concentrates on paid favourable publicity. It is obvious why the masses are confused and it does not seem the latest trend will help clear things up.
According to research, social media has had a significant impact on the blurred lines between PR and marketing. Social media outlets such as Instagram, Facebook, and Twitter provide a platform for individuals and companies to build relationships with their followers while promoting what they are selling. Eyeing these posts, however, it is usually unclear if the purpose of a product or service being endorsed is to build awareness and trust with the public or to strictly promote what the client is selling.
Be prepared for a closer connection between the two parties as time moves forward.
The definition of a publication will become redundant
It was not long ago that the media consisted solely of the newspaper, radio, and television. There was a waiting period to find out the latest news; reporters and newscasters were the ones we looked to for all things current. Fast forward to 2022, and social media, blogs, and podcasts (just to name a few) have taken over the media industry. This transformation is decreasing the influence of news professionals and putting the power into the hands of the people.
Marketing and public relations professionals must create a purposeful relationship strategy that is focused on consistent and genuine connections between the client and their devotees. At the end of the day, the general public has the final say in whether a brand thrives or dies.
The changing landscape of paid media
Paid media was once a marketing strategy used solely to drive revenue through advertisements such as display ads, sponsored ads, and PPC (pay-per-click). Businesses would pay for this media coverage with a mission to boost their public visibility and sales. Times are changing and paid media has found its way into the realm of public relations. The current climate of the news media has declined due to the increase in other forms of media.
According to the trends within the industry, it is likely that channels of paid media will continue to evolve and we can expect to be paying for all our media consumption in some way. Either it is through a paywall or we’re paying with our data.
Quality over quantity
As the public is gaining more influence on business and individual branding, we are seeing a tipping point take place in content quality. An overwhelming amount of information floods the web and readers are changing their habits to ease the stress of knowledge overload. People are narrowing down their sources of content and seeking out higher quality. Say goodbye to the days of a subpar approach and inconsistent presence. Customers are looking for specific and practical knowledge they can actually use. More importantly, they are seeking brands that are trustworthy. People want loyalty and expertise in both content and character.
A great insight from the Head of Digital at Hoffman on a recent business podcast extolled the need to focus on customising marketing efforts rather than trying to scale them blindly.