Written by Nina Sharpe
The business of public relations is changeable enough as is. But amidst a global shift in economic systems, technologies, and behavior, adaptability is more important than ever before.
Looking forward into the years ahead is one effective strategy for maintaining consistent momentum with clients. And in cultivating a solid reputation within the PR industry as a whole.
After the chaotic business season of 2020 and 2021, businesses from every industry are making changes. There’s a major drive to implement systems that keep pace with the constantly evolving nature of consumer behavior and the many trends that come with it.
By doing your research now, you can avoid getting left out of the loop when 2022 comes around and there’s a whole new culture of clientele to deal with.
“Practice the philosophy of continuous improvement. Get a little better every day.” —Brian Tracy
Every business needs to continuously upgrade and improve its systems in order to stay relevant. That’s why we’ve compiled a list of nine ways that your PR business can benefit from in 2022 and beyond.
Personalize Your Pitches
In this day and age, personalization and customization are big buzzwords for client-based businesses. Studies overwhelmingly show that customers love receiving personalized content, and they are more likely to do business with you if they feel like they’re getting special treatment.
They like it so much, in fact, that 96% of professionals working in PR say that individualized communication is the most effective method of pitching to journalists. Mass emails are no longer the way to go. So, make sure your pitching strategy is driven by personalization.
Invest In High-Functioning Data Analytics Tools
No matter how experienced you are, trying to keep tabs on everything all at once is simply not sustainable. You need a high-functioning data analytics tool to gather and present relevant data in a way that can be easily incorporated into your business strategy.
In 2021, there are no excuses for not investing in a data analytics tool.
If you can’t afford the cutting-edge tools, installing any of the free data analysis apps available online will provide you with invaluable information on your clients. Plus, this can push you into the stratosphere of future business opportunities.
Solidify Your Digital Presence
There’s no way of knowing which social media platforms will truly stand the test of time. But our guess is that most of them will still be very much alive and kicking in 2022—and your PR business should be taking full advantage of that.
Maintaining a regular, positive presence online is going to be even more important in 2022 than it is now. Brush up your website and utilize free or low-cost content curation tools for a stunning online platform.
Appeal To Millennials And Gen Z
In 2019, Millennials became the largest generation in the US, and Gen Z is not far behind. If you want to stay relevant and engage with clients, adults between the ages of 25–40 are the people you should be gearing your content and marketing strategies towards.
This information needs highlighting because each generation possesses unique tendencies and behaviorisms that must get taken into account when pitching at them.
For example, Millennials tend to have short attention spans, high anxiety levels, and a love for travel. Gaining a better understanding of the world’s biggest generational population will help you attract business wherever you are.
Every business needs to continuously upgrade and improve its systems in order to stay relevant.
Utilize The Power Of SEO
SEO (Search Engine Optimization) is the process of using popularly searched-for keywords to increase online traffic and amplify conversion rates. If you have a website and you aren’t using SEO to optimize your site activity, you’re missing out on a huge opportunity to see growth.
As a PR professional, you need to expose as many people to your work as possible. SEO is one way to get you there both now and in 2022.
Prioritize Client Experiences (and prepare for their reviews)
Considering the fragile state that the global economic system is in right now, clients are on the lookout for opportunities to cut costs and find new places to invest.
Chances are, they’ll flock towards businesses with high recommendations and reviews. If you want to keep your PR business afloat over the next few years, prioritizing your client’s experience with you will result in positive reviews that attract more business.
Stand For Equality, Diversity, And Inclusion
The consumers of today are far more socially savvy and diverse than those of yesteryear. Millennials and Gen Z are more racially diverse than any generation before them, and have a higher chance of identifying as homosexual, transgender, or non-binary than any other demographics.
According to a recent study, 70% of modern consumers want brands to take a stand on political and social matters.
This welcomed surge of diversity means that clients will be looking to do business with organizations that are openly accepting and supportive of people belonging to these social groups.
Initiate An Upskilling Program
Copywriting, content planning, media relations, and crisis management are some of the most important skills of a PR professional. But in a world where evolution is happening at an unforgivable pace, consistent advancement is the only way to stay in the game.
Initiating an upskilling program in your PR business will encourage loyalty to the organization. Additionally, it will provide ambitious workers with the opportunity to catapult into success once the economy replenishes its strength.
Optimize Remote Communication Strategies
Vaccines may be rolling out, but if the last two years have taught us anything, it’s that we should always be prepared for change.
We still don’t know what the year 2022 will hold. What we do know is that by optimizing our businesses for remote working now, we can save both time and energy in the future.
There are a myriad of affordable tools designed for remote collaboration that you can use both at home or in the office. These tools streamline communication and collaboration and have become an essential in just about every industry. If you’re not using them, you need to rethink why.
Even if the world returns to normal in the next year, developing remote communication and collaboration strategies will only make your business stronger.
Upgrade To Stay Ahead
The PR industry is highly competitive and ever-evolving.
Upgrading your business can give you the edge, and it shows existing and potential clients that you’re invested in delivering the best possible service.
Use these tips to improve your business—you won’t regret it.
Nina Sharpe is a content champion for various outlets, covering various business topics from finance for startups to small business accounting tips.