Five Communication Trends That Will Be at the Forefront in 2022
⌛ By Kaylin R. Staten and Isabella Mershon ⌛
If we have learned anything in 2021, it’s that each of us has had to be flexible in our own ways. From hybrid events to the constant influx of misinformation, it has been a challenge to get past the fatigue and clutter to effectively communicate with our audiences. We are starving for in-person events but are also easily exhausted. Some of us have faced and conquered The Great Resignation, while others have stayed put to create lasting change in our own organizations.
No matter where we find ourselves in December 2021, each of us has evolved into our own particular brand of communicator over the past couple of years.
All of us know that Zoom will likely still be a prominent aspect of communication in 2022, but what else is coming down the pike? Here are five trends that we will continue to see in the new year and in the PR industry for years to come:
Data and Privacy - Kaylin
It’s no secret that social media shapes how we think, act, and live our lives. Earlier this year, whistleblower Frances Haugen outlined an expansive list of Facebook’s grievances while she worked at the company. Some of her revelations included how Facebook allowed hate speech, misinformation, strategically marketed information to young audiences, and more to seep through the cracks. Learn more in this “60 Minutes” interview. This information has caused a multitude of people to rethink how they use social media -- and the Internet -- in general. For communicators, this presents an even larger conundrum: collecting and using data in an ethical and private way. All of us notice when a third-party tracker follows us around the Internet. That Amazon search for new slippers or your Target run for toiletries ends up on your Facebook screen and Google searches.
Apple and other companies have already started allowing users to set their own privacy parameters. From a PR practitioner’s perspective, it can be challenging to navigate a more private online world, but it’s up to us to use any collected data in an ethical manner. Be transparent, and if you use data to reach your target publics, make sure you are using it in a necessary way. With silos of communication converging more and more every day, many of us will continue to face marketing and advertising situations that greatly vary from PR.
Stay tuned for more information about this. Privacy is something that I have become more passionate about both professionally and personally in recent times, as I am now a mom and want to keep my son as safe online as possible.
Social Issues and Company Values - Isabella
In the last couple of years especially, there has been an increase in social issues being protested and debated. In 2022, I foresee many companies including advocacy for social issues in their brands. I can see PR brands specifically taking on more clients that align with their stance on said issues, running social media campaigns to share resources, updating their website with information and resources, doing more pro-bono work that works with these issues, and/or donating money to organizations that advocate for these issues. I think in the current political climate, it is more common to share and advocate your beliefs, and I think this will be seen in the PR world as well.
Emotional Intelligence and Social Listening - Kaylin
While privacy and ethical data collection are of the utmost importance, you can still use social listening and emotional intelligence to effectively communicate. As Isabella stated in the previous point, public discourse for a myriad of social issues is continuing in our everyday lives. That also means being an active social listener, whether it’s on a social media platform or in an in-person meeting. Having your finger on the pulse of issues that mean something to your target publics is a vital piece of primary research, and it can shape your communications plan and the entire RPIE process. Continue to pay attention, and be an active partaker in your own community and beyond.
During the pandemic, many of us have had some time to delve into our emotions. From a professional standpoint, emotional intelligence is essential in leadership and communication. This is a lasting trend that will be part of our workplaces and lives for years to come. Expect emotional intelligence to coat our landscapes in the following ways: genuine interest in others by actively listening and engaging with them; fine-tuned self-awareness and accountability; understanding your own feelings and those of others; being focused on the present versus only the past and future; exhibiting a high level of ethics and integrity within each mutually-beneficial relationship; and more. As communicators, we get to the heart of what our publics are thinking AND feeling with the art and science of key messages. We will also keep the spotlight on internal communications, from mental health awareness to each company’s corporate social responsibility.
Continued increase of online presence - Isabella
With the pandemic still lingering into 2022, I foresee companies continuing to take advantage of online options. Even though many people are eager to fully move forward with in-person activities again, I feel the pandemic allowed a lot of other people to discover that they enjoy a work-from-home online setting as well. This could mean that more events could offer “hybrid” options to let the attendees choose which format they desire. I expect this to be a pro and a con. To start, this could allow more events to be more accessible and flexible for people. I know since the pandemic began, I have taken advantage of attending events, classes, and meetings online when I was not able to in person. This could also offer safe alternatives for people who still want to attend but cannot due to sickness. I also can see this being a con. I believe the increased online options have already pressured people to work from home instead of taking the day off as they would have in the past. I believe that this results in people taking less time off when they need it which could result in burnout.
Emphasis on Niche Markets - Kaylin
When I first started Hourglass Media, I wanted to be all things to all people. While this approach can greatly build your skillset and portfolio, it can wreak havoc on your mental health, productivity, and core focus. In recent years, communicators have been moving away from the “spray-and-pray” tactics of yesteryear. Instead of trying to reach general audiences, we want to reach highly specific, niche audiences. This notion will be no different in 2022. All of us, even on a personal level, have preferences, and algorithms are built to hone in on those tendencies (while also serving us other content as well).
Many communicators are pitching stories and building their own communities as “nano influencers.” This gives us the opportunity to more intimately communicate with target publics and reach goals and objectives. Nano influencers have a few thousand followers compared to the larger influencers (think the Kardashians and any other of your favorite influencers). In 2022, they will continue to drive their own markets and grow a small but loyal following. And communicators will work with them more and more with their own brands because they know the audiences have opted in because of serious interest and a forged relationship.
After all, it’s better to be a master of a few trades than a generalist (and master of none).
Kaylin R. Staten, APR, is an award-winning, accredited public relations practitioner and writer based in Huntington, WV, with 18 years of professional communications experience. As CEO and founder of Hourglass Media, she uses her compassionate spirit and expertise to delve into the heart of clients’ stories. She is a mental health advocate, wife, mom, and Leia Organa aficionado. Connect with Kaylin on LinkedIn.
Isabella Mershon is a recent graduate of Ohio University in Athens, Ohio. She hopes that her drive along with her passion for leadership and advocacy will help promote success in her career and make a difference in the lives of those around her. Connect with her on LinkedIn!