The Future Of PR In 2022: Four Steps For Crafting An Effective Strategy
ChicExecs VP of Public Relations and Digital Marketing, Kristen Wessel, shares four steps for crafting an effective PR strategy in 2022 on Forbes blog. Here’s a highlight.
It’s almost 2022 already? Where did the time go?
Quarter four snuck up on us this year, but that means it’s time for your brand to start planning your PR strategies for 2022. Nearly every industry has been in flux since 2020, and 2022 may be yet another year of upheaval and change.
But that doesn’t mean your business can’t succeed in the new year.
Follow these four steps to craft an effective PR strategy for 2022.
1. Create Personalized Pitches
Here’s the good news: According to Muck Rack’s 2021 State of PR report — which surveyed 1,618 comms professionals — 96% of PR professionals still say that individual emails are the best way to pitch journalists. The bad news is that, in my experience, journalists are sick of receiving generic email blasts.
2. Marry Affiliate Marketing With PR
Affiliate marketing is helpful if you sell products. With affiliate programs, you pay influencers, editors and publishers a commission in exchange for bringing you more sales.
3. Remember That Planning Is Out And Flexibility Is In
PR professionals once had the luxury of creating an annual content calendar, but after 2020, that’s a no-go for many brands. With the news cycle changing on a daily basis — and a new crisis happening seemingly every week — you shouldn’t over-plan your PR for 2022.
4. Build Deeper Media Relationships
It’s fine if you want to send an occasional pitch to a journalist, but in 2022, you need every advantage you can get. Use a social listening app to look for journalists who need a quick turnaround on expert quotes.
The Bottom Line
Change is the name of the game for brands in 2022. I believe deeper relationships, personalized experiences and flexibility are all going to be key going forward. We can’t know for sure what 2022 will bring for brands, but following these four steps can help you set your brand up for success in the new year.