PR trends to know in 2022

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December 25, 2022

With the world of communications always changing, businesses must make sure they stand out in a crowded field. One way to do that is by staying up to date on the latest trends in public relations, digital marketing, and social media. Here are a few trends to keep in mind for your communications strategies in 2022 and beyond.

Personal relationships are key to building media relationships

According to a recent study, 96% of public relations professionals report that individualized email is the most effective way of getting a response and building a connection with other professionals. At Thompson & Co. Public Relations, we’ve built relationships with our media contacts over the years and have become a valuable resource for them. This is the best way to ensure that they will pick up the phone or open our email.

Quality over quantity is the name of the game. While some announcements can be blasted out to dozens of outlets, a curated and refined media list is the key to more impactful coverage. Look for outlets and writers that are interested in your industry and business or products.

An example of how we build relationships with journalists for our client Alaska Tourism Industry Association is the signature Alaska tourism event, Alaska Media Road Show. For nearly 20 years, this three-day event has gathered top-tier national travel media to meet with Alaska tourism partners in 15-minute speed-dating type appointments. The annual event draws media members who write for publications like Conde Nast Traveler, Travel + Leisure, USA Today,, Time, and many others. Year after year, the journalists and partners who attend all say they see value in this event and plan to attend the following year.

Diversity, equity, and inclusion strategies continue to gain importance

Creating inclusive workspaces and business strategies is a necessity that affects almost every aspect of business from employee retention to the bottom line — employees and consumers are paying attention to how your brand is embracing (or not) diversity, equity and inclusion.

Marketing and public relations campaigns must be representative of people of color, marginalized groups, and people with different abilities, to name a few. People feel more connected to imagery and messaging that looks and sounds like them.

It’s also important to focus these efforts internally. Employees need to feel like they have a voice and how you handle issues related to diversity, equity and inclusion can impact how valued your employees feel.

Incorporating diversity, equity, and inclusion strategies can be a challenge. That’s why it’s always imperative to include diverse voices and points of view when making those DEI decisions. In this area, actions speak louder than words. That’s why T&C created The Open Doors Initiative. This team is made up of the very communities we are representing and they provide experience-based knowledge to create activism-at-work policies, deliver diverse media sources, and messaging for communicators and campaigns.

Video continues to be queen

Posting on your Instagram feed may seem like an easy task. Until you’re stumped on a clever caption or finding the right content to match a witty caption. Trends continue to show that videos perform better than photos. Creating, planning, and sharing video content can establish more authentic connections with your target audience, spread brand awareness, and boost engagement.

Going behind the curtain with social media stories

People like to see a peek behind the curtain from time to time. According to Sprout Social, 26% of marketers state that Stories are the most valuable type of social content. From boomerangs, the Q&A feature, and taking Instagram polls, you can use social media stories to show your audience a side of the business they wouldn’t see on a typical feed. Try to incorporate video content as much as you can! Building these connections lays down a foundation for your audience to feel a personal connection with your brand.

Come create connections with us!

The world of communications will continue to evolve. Understanding the industry and absorbing these trends into your business will not only capture consumer attention but keep you better prepared, laying down a solid foundation for what is to come when looking ahead. Interested in talking to us about your 2022 communications plans? Drop us a line!

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