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The public relations industry is constantly challenged by new technologies. The emergence of new social platforms and the ever-changing way we use them, the widespread adoption of artificial intelligence, the world without cookies, and the data-driven demand for new metric modes are pushing public relations into new areas of focus.
In addition, the social justice movements, the pandemic and the evolving climate disaster have profoundly affected how we work, when we work, where we work, and what matters to us.
The past few years have indeed been revolutionary for our field.
PR and marketing plans should include some of the most prominent trends we identified as we prepare to usher in the new year and continue to help our clients grow in the face of sweeping changes in the industry as a whole.
Related: Marketing Trends in the Postpandemic Business Environment
Combining mobile with social commerce
As we develop public relations initiatives for 2023, we look beyond online shopping to take advantage of the growth opportunities offered by online and social shopping. For example, brands like Dominos and Starbucks have embraced m-commerce by using branded apps and SMS to improve online sales.
With the rapid spread of social commerce and click-through-to-buy features across many social media platforms, businesses can no longer afford to ignore the potential for increased sales that can be achieved through well-planned and executed social media. media strategies.
Earned and paid methods are needed to maximize social media visibility and keep up with new platforms like TikTok, Reels and live stream purchases. If you’re still unsure whether a mobile-first strategy is the best bet, try keeping track of how often you check your phone throughout the day.
Creator co-creation
When it comes to social media marketing, everyone knows how a single viral TikTok video can quickly increase revenue. Through well-planned TikTok campaigns, we have increased our customers’ revenues over the past year and are doubling our efforts to produce quality information in partnership with trusted sources.
In 2023, collaborating with creators to create something original and engaging for their audience will be more important than working with a macro influencer and informing them about what you want to see. We work directly with TikTok and other social media platforms to discover and support new and emerging talent.
Invest in the right people and give them the freedom to produce; this yields a favorable return. Another way to ensure a successful campaign is to bring in one or two creators early on and let them contribute to the brainstorming process.
Customization and connections
Brands need to build a consent-based marketing database to achieve a cookie-free future. To hold the attention of that audience, you need to address issues that are personally relevant to them. By 2023, one-to-one marketing and customization will become more prevalent and will be the key factors in the success of many brands.
If companies want to reach the right people at the right time with the right message, they need to figure out how to use data to divide and conquer their audience.
PR professionals and their interactions with the media can benefit from the same personalized marketing approach. Mass emailing or issuing a press release is no longer a guarantee of success. The best method for dealing with a shrinking media landscape is to strengthen your media relationships and provide your media contacts with valuable content they can use.
Why not work with your media contact to determine the most effective way to get your story out using the co-creation model?
Related: Amplified Marketing brings connection, creativity and results together again
Emphasis on equality and acceptance
Since June 2020, when the Black Lives Matter and other social justice movements woke people up to social injustices, significant progress has been made on diversity and inclusion, both inside and outside our agency. In 2023, your commitment to the BIPOC community and the promotion of diverse stories will not waver.
It’s important to tell your customers to properly represent their audiences, as we know they’re lagging behind the competition.
There will also be an increasing consumer expectation that companies will be active members of the communities in which they do business. What’s good for the community and the planet doesn’t have to be at odds with what’s good for business.
Statistics and data
Finally, there is a growing interest in evaluating public relations efforts with hard data. We may be less concerned with superficial measures like reach and engagement and more with the impact of each campaign’s efforts on revenue. To succeed in this uncharted territory, it’s critical to have honest discussions with customers to determine the parameters of success for each campaign.
All in all: discover, be aware and open to change with new ways of doing things and new technologies that will help you achieve your goals. The worlds of PR and Marketing are changing rapidly; now it’s time to stay on top of what’s happening. The more you adapt, the better your business can help boost the brands you represent on many levels.
Follow the trends and own 2023.
Related: Why the PR Industry Needs to Become More Data-centric
