Yes, it is that time of year again. The time to reflect, recharge and reimagine what could be in 2022 is now. At Fort Lauderdale and Aspen-based public relations and marketing agency Durée & Company, we understand the value in strategic public relations planning for the year ahead. We know planning inside and out with more than 20 years of experience. Here is a glimpse inside our PR planning strategies for 2022.
Every client, brand or campaign has an end goal. Goal setting works well when a SMART approach is taken. SMART stands for strategic, measurable, attainable, relevant, and time-based. Incorporating these pillars of planning will help to achieve tangible, productive, and focused initiatives that drive results.
Now that we’ve discussed goal setting for the year to come, let’s jump into four best practices to implement in 2022 for performance-driven public relations planning.
- Take the Best from 2021 and improve it for 2022
The way to show value or an ROI for public relations efforts is by setting key performance indicators or KPIs. KPIs vary across different companies, industries, and agencies. KPIs may include lead volume, social media engagement, website referral traffic, content quality and sentiment, and advertising value equivalency (AVE). Using the KPIs from the previous year as a benchmark makes it easier to determine overall performance in 2021. Some questions to ask when comparing performance can include:
- What was learned from KPIs that fell short of the goal?
- Did any KPIs over-perform?
- What successful tactics and strategies were should be duplicated in 2022?
- Incorporate New Trends in Social Media
Trends from social media continue to shape consumer opinions and spending patterns of many different demographics. Paid and earned strategies can maximize reach across several social media channels. Make sure to keep a close eye on the latest trends from channels such as TikTok or Instagram and be able to adapt quickly if a trend works for a campaign or client.
However, in the social space, reputation management continues to be of the utmost importance. Reputation Management strategies will be critical in 2022. Having a proactive reputation management plan in place can help minimize risk if a crisis arises while enhancing the reputation of the brand or client. This is true for social media platforms as well as overall public relations plans across all channels.
- Ramp Up Virtual Visibility
It is time to get comfortable with the metaverse because augmented reality, AI, and virtual reality are no longer the next frontier. Exploring this new virtual metauniverse for new opportunities where PR, brand awareness, and visibility work together can be a game-changer for businesses. Keep an eye out for more big brands like Nike staking their claim in the metaverse.
Diversification of PR content will also be a key differentiator in 2022. While the standard press release remains the tried-and-true process for information distribution, consumption of news via podcasts and video content continues to rise. Consider adding additional content distribution strategies to maximize reach.
- Embrace the backup plan.
Adaptability was an important lesson learned in 2020 and 2021 and will continue to be a top priority moving forward. Being able to adapt allows you to learn and develop new skills that you can apply to different areas of the industry. Take the pandemic as an example. The digital world of the PR industry exploded and every company had to shift to this digital space. While not all disruption may not be as grave as a pandemic, having the ability to adapt can help you overcome and mitigate a potential crisis. While we are on the topic of the pandemic, in-person event planning will continue to increase but having a virtual event backup plan can add value to any project in this new normal.
Stay focused and stick to the plan. Remember to support implementing the strategies and tactics to help establish goals that will produce the best results. New trends come and go, and some will work while others fizzle. In the end, consistency is the key to success in 2022. Let our experienced PR agency assist with planning a successful 2022 public relations year ahead. Call us at our Fort Lauderdale office at 954.723.9350 or Aspen office at 970.452.2195, or email us at firstname.lastname@example.org.
About Durée & Company, Inc.
Durée & Company, Inc. is an award-winning, full-service public relations, marketing and special events firm founded in 1999. The firm has offices in Fort Lauderdale, Florida, and Aspen, Colorado. Durée & Company serves the corporate, agency and nonprofit arenas for local, national and international clients. Services include public relations, social media, marketing, digital marketing, content development, advertising, special events, branding, radio promotions, affiliate marketing and more. Durée & Company clients include well-known names in yachting, business, real estate, hospitality, travel, health and wellness, cannabis and psychedelics, art and culture, fashion, nonprofit organizations, cryptocurrency and technology, legal and professional services. Durée & Company is a member of PR Boutiques International™ (PRBI), an international network of boutique PR firms. To learn more, call 954-723-9350; go to dureeandcompany.com; cannabismarketingpr.com; or psychedelicpr.com. Join the social conversation and follow Durée & Company on Facebook, Instagram, Twitter, YouTube and LinkedIn at @DureeCoPR.