Last year, same time in my year end piece on PR and communication trends, I had referred to 2022 as the year of ‘systemic renaissance’ for PR and Corporate Communications! I can see the manifestations in multiple ways. Adoption of technology, AI, NFT’s or at least the conversations around them have increased. Demand for data and research driven narratives, focus on measurement, rise in regional media relevance, authenticity and empathy in narratives, and many other pandemics infused good initiatives have changed the way we do PR and corporate communications. In addition, the pandemic, war, climate disasters, etc., have profoundly affected our priorities, the how, when, and where we work from. Only time will tell how good or bad it is but there has been a new beginning.
2022 was good for the PR industry and we can shape 2023 to be even better. I am taking the liberty to share few trends that lie on the intersection of my own analysis of public relations and communications in 2022 and my aspirations for our function in 2023. These trends could be useful to spice up your PR strategy and enhance outcomes in 2023.
Data and analytics will drive effectiveness of PR
Gone are the days when brands would release press notes, make announcements, and then hope for the best! Tracking impact has become imperative and PR teams will have to measure KPI’s that can demonstrate return on objectives and/or impact of PR on the company’s bottom line. Having data and analytics will help professionals measure results against goals and channelise their ERP’s (Efforts, Resources, Processes) and hence garner larger credibility with the C-Suite. The trend of using data to make informed decisions around content that resonates with audiences, change tactics during a campaign, and respond during a crisis will elevate stature of the PR industry.
Cause, purpose, and values would be the base for Storytelling
The recent happenings have brought to the fore ‘authenticity’, ‘empathy’ and enhanced relevance of ‘purpose’ of a brand or an organisation. It is about the brands walking the talk and being accountable. PR programs designed around causes that serve public interests will see a huge rise. Done in an authentic and transparent manner, corporates stand to generate a lot of positive reputation and a superior connect with customers. We’ll see a lot of action in this space.
Owned media properties will become more popular
There is a visible trend of media houses charging for their content. This is fair and will only grow. However, many cannot afford to pay for content. This and many other reasons viz. building own communities, direct to consumer communication etc., has propelled organisations and brands to launch their own media properties. These platforms – be it blogs, podcasts, interactive sites, or social media posts offer their target audiences free access to content that is unique and interesting, sometimes co-created. The objectives of a brand having owned media would be to express its purpose on its own terms. The bottom line is, if your customers feel included, they remain loyal to your brand.
‘Lo-Fi’ unfiltered content will rule
I can assure you that this word will be heard very frequently in 2023! It is basically the opposite of ‘Hi-Fi’ that has reference to superior audio quality. However, the concept has been extended to include all forms of raw content. Authenticity is the call of the day and more so in the PR space. Just imagine content on Insta or any other platform that comes through filters and beautification versus the regular point and shoot content. The latter is refreshing, relatable and real. Also, if you observe keenly, audiences on social media like organic, real feeling content from creators. I am for sure going to incorporate Lo-Fi unfiltered content into our communication strategy. This will enhance the UGC opportunities as people like to see real people interacting with the brands.
Digital PR and Influencer engagement will get sharper, regional, and niche based
Digital PR, something that we pioneered some years back has been a key vertical at Godrej and has evolved over a period. Today, influencers – from micro to nano, continue to emerge from every nook and corner of our country. In many cases brands are moving away from celebrities in favor of these influencers. In 2023, I see a significant trend of engagement with regional influencers and content creators. Focus on traditional as well as digital PR in regional languages is on a rise. I also see a shift in priority from quantity to quality of content from the influencers/creators. PR teams will have to have a better understanding of the influencer’s audiences, niche, and the type of content they dabble with. Fortunately, tools are available to evaluate the reach and potential impact. Building dedicated influencer squads for respective categories and engaging with them on a long-term association would certainly benefit brands. We will set this trend this year!
PR around DEI and ESG will help garner competitive advantage and build strong employer brands
It is a no brainer that employees are more engaged, satisfied, and productive when they bring their whole self to the workplaces. Diversity, Equity, and Inclusion are today seen as key objectives by organisations and seen as a competitive advantage. More so during the so-called era of ‘Great Resignation’. Research has also demonstrated that employees prefer working with organisations that demonstrated concern for the environment, are socially responsible and have a good reputation. I see a huge rise in companies trying to communicate their diversity and inclusion philosophies. As more and more employees, consumers and other stakeholders raise their expectations of brands on ESG and demonstration of DEI at workplaces, PR professionals will certainly use the opportunity to build a strong employer brand through more and more focused PR campaigns around these themes.
Creativity and emotions in PR will go up
In this world of dwindling attention spans and clutter, what remains top of the mind is not the brand signage, or color scheme or the USP. It is that ubiquitous phenomena called “Emotion”. I think many organisations have raised the bar when it comes to use of creativity and emotions in PR. Being a part of multiple juries for awards platform, I can tell you most of the winning campaigns have an element of emotion rendered creatively. Data is of course very important. It fortifies the emotions. It is the RTB – reason to believe! I strongly feel, brands will use PR to create an emotional aura as a part of their everyday manifestations.
Rise of Web3.0 will enable direct interactions between brands and their audiences
Web 3.0 and the metaverse will bring enormous opportunity for brands to experiment and adopt new forms of engagement – gamification, immersive experiences and one on one direct to consumer communication. Infact it is so intriguing that something that was considered to be possible only in sci-fi films and literature a decade back seems to be becoming a reality! The Metaverse, if it gets manifested in its full glory seems to be an extension of our real lives albeit in the digital space. A brilliant convergence of virtual, augmented, physical realities and other immersive technologies, Metaverse could be a world with endless possibilities. The modern-day consumer likes to be heard, engaged, and given the centrality. Metaverse can enable this beautifully. We all agree that the metaverse concept is in early stage but does have the potential of opening the doors to a new level of doing business and will certainly impact the way PR professionals operate.
2022 has helped us prioritise on what really matters. A focus on these trends in 2023, building competencies around them and enhancing the prowess that already exists in our PR arsenals can help us set a positive tone for how we build and manage reputation, going forward.
Well, 2023 will also see the launch of what I believe would be a compelling book on building reputation using contemporary PR practices. I am co-authoring it with a wonderful PR industry champion. Our endeavour has been to document our collective, close to 45 years of experience in marketing, PR, and corporate branding. Watch the space!
The views and opinions published here belong to the author and do not necessarily reflect the views and opinions of the publisher.
Sujit is a qualified Instrumentation engineer with MBA in marketing and a Diploma in advertising and PR. He is a regular speaker and jury at various national and international bodies such as the World Communication Forum, Davos, AMEC, ICCO, PR Newsweek Asia, Public Affairs Asia, etc. He volunteers as a guest faculty at various B-Schools, is a weekend farmer, loves travelling, understanding cultures and experimenting with new cuisines. He is passionate about Sparrow conservation.
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