Our thoughts on PR to mull over this week
Going into
February, here are some of our thoughts on what to expect in 2022.
It is
predicted that the year will bring more normality to the world with countries
opening up completely, and the dreaded Covid will change from a pandemic and
become endemic. We are all going to have to live with Covid in our midst,
just as we live with the flu.
There is no
magic wand that will tell us how we will all adapt to the change, or what will
happen in the world of commerce, theatre, sport and other, but we can bet on
the fact that we have to be ready for anything! Covid has taught us that
change happens at the drop of a hat.
We believe
that the need for public relations will remain high on the agenda of any
company this year, whether big, medium or small. The fight to be heard
above the clutter will continue, in fact it will be needed even more than
ever! Brands will remain online, and the need for sublime creativity as
well as aggressive, pragmatic, authentic and thrilling over-the-top (OTT)
thinking will be required, and that is the role of the PR guru. Such
dramatic and daring strategies can go wrong very quickly, and the experienced
PR will be needed to advise on the right approach to take to travel that fine
line successfully so as not to create any negative retort. If there is a
negative comeback, then crisis management and corrective measures can be implemented
extremely quickly with minimal, if any, fallout.
The explosion
of TikTok changed the landscape with audiences, particularly the GenZers,
looking for outrageous, unusual and humorous campaigns and posts. Look,
most brands will not take that brash and daring route, and there are plenty of
other platforms to use, but the point is brands need to find that sweet spot
that will resonate with their community. And a fickle community it is! Do
something that doesn’t sit with them, and you will feel their wrath quickly.
To sum it up,
2022 is the year of OTT thinking, taking those daring leaps of faith that
brands have traditionally shied away from. And experimenting!
Brands traditionally hate experimenting as this is very scary territory they do
not want to dabble in! But that has to change and PR expertise, experience and
the ability to turn all staid and traditional brand thinking and messaging into
wonderful and creative storytelling is essential to navigate this new untested
and continuously evolving world.
Contact
Intune Communications and we will put your brand PR strategy together for
you! We are here at your service.
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