Less is more: PR predictions for 2022

“I would have written a shorter letter, but I did not have the time.” — Blaise Pascal (1623-1662)

The wisdom of the French thinker and writer will prove even more relevant in 2022, when an abundance of content and distractions means PR writers must find the time to craft even shorter messages. Companies and thought leaders previously on the sidelines will test outlets like TikTok and Instagram Stories to reach audiences that demand these simple, clear micro-messages.

Media consolidations and closures mean PR pros will be challenged to find more blogs and niche micro-sites for earned and sometimes pay-for-play coverage.

Omicron’s spread, hitting hard in early 2022, reminds us things aren’t returning to normal, including where and how we work. The competition for talent will continue in 2022, with a major emphasis on company culture and retention. Companies risk losing good people as the candidate pool expands far beyond the radius of commuting time to traditional office spaces.

I get this one right every year: A company will make a dumb move (or be accused of one), then “hunker down” thinking it will blow over, and contact the PR crisis team after much of the damage occurs. Watch for the first example to come in January.

— By Jeffrey A. Davis, APR