TASC Group

How Changes at Twitter Could Impact the Public Relations World

Elon Musk recently cemented his grip on Twitter with a series of bombshell announcements. He laid off 3,500 members of the company’s staff, proposed an $8 monthly fee for blue tick verifications and demanded that Twitter’s remaining employees work “long hours at high intensity.” Last week another 2,000 Twitter staff resigned, advertisers are abandoning the platform in droves, and users are noticing increasingly visible glitches. It’s worth wondering what Musk’s chaotic management of Twitter means for the platform’s future, its users and PR practitioners.

First off, it’s not unique for a mogul to own a media company. Jeff Bezos owns The Washington Post, Mark Zuckerberg owns Meta and Instagram and Michael Bloomberg owns, well, Bloomberg in all its iterations.

However, Musk’s ownership of Twitter has been unusually chaotic. Unlike his contemporaries’ detached management style, Musk leads Twitter with a highly personal approach, fusing a radically pro-free speech political philosophy with a sporadic, anything-goes management style. Within days of Musk’s takeover, there was a noticeable spike in racist and problematic Tweets. The National Contagion Research Institute documented this with a study finding that the number of Tweets with the n-word increased by 500 percent only hours after the Musk takeover was announced.

Additionally, the platform has experienced a surge in misinformation since the reorganization. After the attack on Paul Pelosi earlier this month, Musk retweeted a roundly discredited conspiracy theory about the attacker. Despite deleting the comment after fierce pushback, this conspiracy theory reached millions of followers and was trending worldwide by the day’s end. If this is the standard set by those at the top, it’s fair to worry that trolls will be emboldened to push more outlandish conspiracy theories. Musk made news again when he lifted the network’s ban on Donald Trump. With the former president’s entry into the 2024 presidential primary, the prospect of a Trump return to Twitter could pose an even greater risk to the spread of disinformation.

Lastly, network users have noticed a considerable decline in the platform’s quality. With the exodus of 5,000+ employees, including many content moderators and engineers, Twitter simply doesn’t have enough staff to address the daily roster of tech issues experienced by users. With the platform expecting especially high traffic for the 2022 World Cup, it’s anyone’s guess whether Twitter will be able to stay online.

For a social media platform intrinsically linked to breaking news and reporting, the rise of misinformation and decline in quality have led journalists and PR specialists alike to examine alternative avenues of communication. Rival networks, such as Mastodon and Reddit, have pitched themselves as decentralized alternatives to the increasingly fledgling giant. While Twitter is by no means irrelevant, the network must regain level footing (administratively, technologically and socially) before it can be expected to be treated as a forum for thoughtful debate and pressing information. While many factors are at play here, one thing is certain: this responsibility starts at the top.

Contact us

The Importance of Human Stories in Effective Nonprofit PR

When it comes to PR and communications, human stories are the most powerful tool you have in advancing your organization’s mission. While you must have solid facts and figures at your disposal to give credence to your organization, those facts can feel vague on their own. This is why nonprofit and advocacy organizations often find reporters asking to speak with a member of the community that they serve. A first-person story turns abstract concepts into real, relatable truths.

For example, while the executive director of an environmental justice organization may be able to speak fluently to which policies must be put in place to address high rates of asthma in communities of color, a person living with asthma caused by poor air quality has the lived experience. It is their story which shows a reader why they should care.

Some organizations may understandably feel uneasy asking a member of the community they serve if they would like to speak to press. If you work for an organization dedicated to ending hunger, you know that those who depend on food banks to feed their family can be subject to undeserved judgment or bias. However, many people find power in telling their stories and know that experiencing hardship is nothing to be ashamed of. The most important thing is to make clear that you are inviting them to speak because you believe that their voice is important and that you will continue supporting them regardless of their decision.

A good PR representative will work with you to identify a person who can speak to a given issue and will set parameters ahead of an interview with a reporter. For example, if your organization serves survivors of domestic violence, your PR rep will speak with the potential interviewee to identify what they do and do not feel comfortable disclosing to ensure their safety and will go over options such as aliases. Your PR rep will then convey this to the reporter and have them agree to the parameters ahead of the interview. The overwhelming majority of reporters are grateful for the opportunity to share an impactful story that does not put anyone vulnerable at risk.

When a nonprofit wants to demonstrate the importance of their work, they need look no further than those they serve.

Contact us

How Much Hate Does it Take? The Ye and Adidas Partnership

In 2013, the mutually beneficial partnership between Kanye West, now Ye, and Adidas began. The launch of Ye’s clothing line brand, Yeezy,  catapulted him to his billionaire status in just a few years and allowed Adidas to diversify and shift its consumer base toward streetwear fashion.

However, Ye’s success slowly lost its integrity due to controversial comments he made publicly on social media. Controversy is not new for Ye – he’s made numerous inappropriate comments about different groups and topics over the years. In 2018, Ye discussed his views in an interview with radio host Charlamagne Tha God that “slavery was a choice.” Just one of the many instances in which he directed hateful comments toward specific groups of people. In October, he was restricted on Twitter and Instagram for stating he was “going death con 3 On JEWISH PEOPLE”.

Recent actions have sparked new outrage toward the artist. On October 3, Ye and his models were seen wearing “White Lives Matter” shirts at Paris Fashion Week, a phrase considered a hate statement by The Anti-Defamation League, which prompted Adidas to review its partnership. Shortly after, a video clip from a podcast episode of Drink Champs went viral on October 21. Kanye stated, “I can say anti-Semitic things, and Adidas can’t drop me. Now what? Now what?” Since the clip started circulating, #BoycottAdidas trended on Twitter as people expressed their outrage toward the company for not speaking up about Kanye’s actions.

After the clip went viral, so did photos of a Los Angeles hate group that hung a banner reading “Honk if you know Kanye is right about the Jews.” The pictures have been circulating social media with information on combatting anti-semitism and hate speech and that there should be no excuse for Kanye just because of his status as a wealthy celebrity.

The media has been covering numerous anti-semitic remarks from Kanye over the past month, leading the general public to become outraged that Adidas still had not released a statement regarding his actions, its opinion or where the partnership stood.

As outrage grew, Adidas finally posted a press release to its website explaining they do not “tolerate antisemitism and any other sort of hate speech” on October 25. The company claimed Kanye’s actions violate its values of diversity and inclusion and decided to terminate the partnership immediately. Adidas also explained that this will have an impact on the company’s finances and that they will still have the design rights to existing products as part of its partnership with Kanye.

Considering Kanye’s anti-semitic comments have been public, many employees, customers and the general public were disappointed in Adidas’ lack of accountability and failure to act quickly. Adidas willingly tolerated hate speech from its partner numerous times without acting, which brings into question its values as a company.

A LinkedIn post by Sarah Camhi, Director of Trade Marketing at Adidas, explained her point of view on the situation. Camhi is a member of the Jewish community and expressed that she could “no longer stay silent on behalf of the brand that employs [me]. Not saying anything, is saying everything.” She pointed out that Adidas has dropped partners before, but was hesitant to denounce hate speech from one of its top partners.

It is clear that silence is no longer an option for large brands. Successful companies with worldwide audiences, such as Adidas, need to be part of the movement toward social justice. Billion dollar companies have the power to set an example by being inclusive and helping communities. They have a platform and a voice that must be used in the right way. Adidas chose to stay silent during a time when they should have been loud. They stood with a partner through hate, damaging its reputation and going against its alleged values.

From a crisis perspective, Adidas waited too long to respond, showing no issue with anti-semitism, by tolerating Kanye’s derogatory comments. Instead of immediately terminating the partnership, Adidas put profits over morals and values, reputation and consumers. This resulted in what could have been an avoidable loss of brand loyalty from employees, customers and the general public. A proactive crisis plan would have helped the company tremendously in this situation.

Given Kanye’s antics over the years, his remarks didn’t come as a surprise. Adidas would have benefited from a plan on how to handle situations similar to this, in order to be better prepared to move forward with an appropriate course of action. Adidas waited for public anger to terminate its partnership with Kanye. If people did not express their opinions, would Adidas still have felt pressure to act? This poses questions regarding the company’s ethics. Tolerating injustice from others is just as bad as being the aggressor – a lesson Adidas learned the hard way.

Contact us

The Importance of Content Creation for Clients

The worlds of public relations and communications are multi-faceted. One of the most important parts of the industry is getting to know the inner workings of your clients so that you can create content that successfully bolsters their reputations and garners positive media attention.

Traditionally, ways of creating, sharing and viewing client content were limited to drafting op-eds, pitch materials and creating fact sheets, among other information providing collateral. As of late, PR and communications professionals have been looking to social media platforms to strengthen their strategies. LinkedIn, Meta (Facebook), Instagram, TikTok and Pinterest are among the most relevant social media networks from a PR perspective.

The benefits of traditional content creation still hold true. Op-eds and blogs are great ways for the public to gain insight through the media into a client’s opinions, thought processes, etc. on different subject matters and can lead to thought-leadership opportunities and partnerships with other like-minded individuals or organizations. The same goes for pitch materials, particularly with quotes or citations, and fact sheets with client information.

Social media has become an integral part of PR and communications plans for many organizations. The content created and social platforms used are dependent on the type of client. Nonprofit, social advocacy, legal and financial clients are more likely to use LinkedIn, Meta and Instagram, while fashion, beauty and consumer/lifestyle brands are likely to add TikTok and Pinterest into the mix.

For example, BlackRock, an American multinational investment company effectively uses LinkedIn to stand out as a thought-leader and advertise their services. Their content consists of infographic clips as well as testimonials. BlackRock knows their audience well, which allows them to curate specific content and decide which social media platforms to utilize. The company understands their audience exists on LinkedIn and is interested in reading niche blogs and learning financial jargon.

ASOS is a British online fashion and cosmetic company with over one million followers and 14 million likes on TikTok. They know a lot of their demographic resides on TikTok. ASOS follows all the trends and is very aware of what their audience wants to see. Their videos are lightly edited which make them more relatable and re-creatable to the audience. They advertise their products through  videos of unboxings and styling people in creative environments.

The consumer’s attention span is decreasing due to the rise of social media. People do not want to read long posts or videos, but instead get their information quickly. Knowing the client’s target audience and understanding the idea of palatable content will lead to successful media campaigns. LinkedIn posts for one audience may not work for another, strategies are subjective. It is crucial to understand where a client’s demographic resides in order to produce the best content.

Contact us

How the #PSL Became a Cultural Icon

Nothing is more seasonally relevant to the marketing world than the pumpkin spice latte, commonly referred to as the “PSL.” Once the leaves start turning orange and the weather gets chilly, coffee shops from big chains like Starbucks to local cafes have pumpkin spice flavored coffee blends and syrups for their customers to enjoy in their drinks. No other food or flavor has gripped the nation so strongly, with not even peppermint comparing to the fall favorite.

Although the pumpkin spice latte is an icon within the food and beverage industry, it has ascended as a cultural symbol, and even personality for some, due to an incredible social media and public relations strategy. 

While the fall favorite drink has been popular ever since it was created in 2003, it started to blow up on social media in the early 2010s.When Starbucks created, @therealPSL, a personification of its pumpkin spice latte, the “PSL” really became a fall beverage of choice and identity for some. The way in which Starbucks engaged with its audience on Twitter and Instagram through the @therealPSL introduced a cultural movement. The coffee conglomerate originally created the fun character as a PR strategy to remind everyone they had conceptualized the hype behind the fall beverage, but ended up building something even bigger than a reminder. 

By creating a personality for the beverage, consumers began to see the latte as a symbol for fall. The social media account was carefree, and despite promoting its brand to its followers, it felt less like a business and more like a movement. By personifying the drink and replying to consumers as the character, it created a relationship with its audience and an enticing story that only increased the interest in #PSLs.

Despite the pumpkin spice craze, the media reception was not always positive. During the time #PSLs went viral on social media, a negative stereotype about the drink popped up, identifying it as a part of “basic culture.” The idea of “basic culture” essentially meant that the latte was no longer unique to its audience and was just another flavor of coffee. 

However, the brand never alienated its audience because it never directly addressed the negative connotation. Instead, Starbucks embraced the “basic culture” and stood its ground by poking fun at the stereotype through indirect captions such as “hitting up a yoga retreat.” In response, the audience also leaned into the stereotype by referring to themselves as “basic” in captions with the popular hashtag. 

The way the coffee conglomerate embraced the negative critiques and turned it into positive commentary is a great example of how a brand can utilize negative publicity to uplift its reputation.

The drink has become such a fall staple that Starbucks has sold over 600 million pumpkin spice lattes since it introduced it to customers in 2003. The seasonal drink is popular not just in terms of physical sales or monetary value, with an estimated revenue of $2.6 billion, but is also consistently viral on social media. In fact, during the fall #PSL is tweeted about 3,000 times a day. 

The secret to Starbucks’ success in creating a cultural symbol out of its product is through engagement with its audience on social media. While it would be difficult, or even impossible, to ensure the creation of an iconic symbol out of a product, brands can definitely learn useful tips for reputation management and media-relationship building through the example of the #PSL.

Contact us

How #Sponcon Fits into the Relatable-Era of Social Media

Since its inception, social media has been evolving from a network of family and friends sharing their day-to-day lives to a platform where even companies are personalities and get seemingly organic promotion for their products through influencers. Influencers, in fact, have amassed so many followers through their relatability, that their opinions of a product can significantly boost sales. While their opinions and reviews may sometimes be genuine, their Internet celebrity stardom has led companies to pay these influencers to advertise their products – a phenomenon called “sponcon.” 

Sponcon is defined as sponsored content or media exchanged for a free product or monetary value. According to the Influencer Orchestration Network, 32% of consumers believe influencer marketing feels more relatable than company advertisements. The connection between influencers and their audiences is what makes sponcon great for companies, but does influencers’ rise in fame affect how relatable they are?

Lately, audiences have been engaging more with influencers who talk about their struggles and daily lives rather than influencers who eat at expensive restaurants and showcase luxury products. The Titus sisters are a prime example of this trend. Kirsten Titus went viral this past year for talking about entertaining life stories while cutting up fruit in Hawaii. Meanwhile, her younger sister, Erika Titus, went viral for her love of K-pop bands and for trying different makeup styles. Their TikTok videos had many comments applauding the sisters for being relatable and even saying that the videos made them feel like they were on FaceTime with friends. This relatability is exactly what allows audiences to feel like they can trust these influencers’ opinions on brands.

As influencers get more and more followers, however, they start to make more money than the average person and get to go to luxury experiences – essentially becoming overnight celebrities. Due to this, there has been a wave of relatable influencers being able to participate on all-expense paid brand trips or receive free packages of products to subtly advertise to their viewers. Last year, with a combined following of over 11 million, the Titus sisters were able to go on an all-expense paid trip to Mexico for an Amazon event with other influencers. 

This culmination of their success, however, was met with some criticism from their audience who felt the sisters were undeserving of the trip because it was “another example of rich people getting things for free” and some even pointed out the contrast between their free luxury trip and the many underpaid workers at Amazon. Despite the criticism from their audiences, the negative comments were vastly outnumbered by positive comments from people who loved the content the sisters created on their trip. 

While the sisters may have tarnished their relationships with some of their audience, they still continue to grow in popularity as seen by their increasing follower count. While sponcon can create some mistrust between influencers and their audiences, influencers who have built a strong relationship with their audiences before accepting sponcon offers from companies can ultimately benefit in a social and financial way. 

Companies should thoroughly research the influencers they decide to partner with in order to produce sponcon that will benefit both the company and the influencer. If it is a thoughtful collaboration the audience will recognize the authenticity and will continue to support the company and brand. Companies will need to look at the general opinions of the content influencers produce and evaluate their follower count in order to gain an understanding of how well their audience might receive sponcon. With a balanced combination of generally positive publicity and high follower numbers, sponcon can be a beneficial opportunity for the social media influencers, their audiences and the company. 

Contact us

Daily Harvest’s Failed Response And What Crisis Professionals Can Learn From It

Just as social media built the company’s reputation, it also destroyed it. Daily Harvest knew how to use social media and influencers to market its products, but failed to use the outlets for crisis management.  

Daily Harvest is a meal delivery service that specializes in healthy plant-based food. The company focuses on convenience. Made for the busy person, Daily Harvest meals are either ready to eat or require minimal preparation. Grain bowls, soups and smoothies aim to make clean eating more accessible. 

TikTok influencer Abby Silverman received a PR package from Daily Harvest in May that contained French lentil and leek crumbles. After consuming them, she reported severe stomach pain, leading to two visits to the ER. She posted a two minute Tik Tok video about her experience that went viral with more than 1 million views and almost 4,000 comments. This post was a catalyst of conversation which forced Daily Harvest to take action. 

In June of 2022, Daily Harvest voluntarily recalled their French lentil and leek crumbles. According to the U.S. Food and Drug Administration (FDA), the meals caused sickness in 500 people and sent 113 people to the hospital. Those who consumed the crumbles claimed to experience symptoms such as stomach pain, liver problems, jaundice, dark urine, fatigue, fever, vomiting, diarrhea, nausea, back pain and shoulder pain. A lawyer representing a number of victims reported that over 25 of his clients had to get their gallbladders removed. 

Daily Harvest claims they took immediate and proper action in a statement published on their website. The company explained that as soon as they received reports of the contaminated French lentil and leek crumbles they motioned a recall. Customers who received the product were notified and an investigation was launched with the FDA. 

Considering that Daily Harvest acquired most of their business on social media, they should have also used it as a platform to spread information on the French lentil and leek crumbles recall. Daily Harvest failed when it came to keeping their customers informed and victims found themselves looking to Reddit forums for answers and guidance. 

Their first Instagram post on the issue aimed to advertise a different product while leading people to a link in their bio for concerns on the French lentil and leek crumbles recall. Burying information while customers’ health was at risk was unprofessional and inappropriate. Daily Harvest had an obligation to keep their customers informed and failed to take the situation seriously enough.

From a PR standpoint, there are numerous ways this crisis could have been handled better. Daily Harvest was slow to report to their customers on the facts they needed. They neglected to post on social media, portraying a lack of accountability. Customers lost trust in the company based on their response to the issue. A crisis on any scale can sometimes be unavoidable, yet what the company can control is an appropriate PR response that can mend the relationship between consumer and business. 

 

Contact us

Public relations in times of war

The Russia-Ukraine war is front and center in the media and the minds of many Americans. As events continue to unfold, companies are getting involved to show their support of Ukraine, from Airbnb announcing free, temporary housing for up to 100,000 Ukrainian refugees to Apple pausing product sales in and exports to Russia. As measures like these continue, companies across the board will inquire about how they can engage. As PR professionals, we must be prepared to advise on what a thoughtful, genuine response looks like – or if one is warranted at all. Here are a few guideposts to consider in managing client queries.

Fervently advise against any self-promotion of products or services

Companies self-promoting during a time of conflict, especially if they stand to gain monetarily from that promotion, may aggravate reporters and pose a reputational risk to the company. A Buzzfeed article highlighted how some of the responses to the Russia-Ukraine war were “cringe-worthy” and “insensitive” at best, including an author urging people to buy his book. Reporters will do their due diligence and highlight any discrepancies. As advisors, we must do the same. Consider going through a risk-assessment exercise that outlines any concerns.

 Encourage them to stay in their lane

As a general rule of thumb, we should encourage clients to not put a tangential spin on political discourse, which is very different from voicing humanitarian support for Ukraine. Proactively pitching clients who have no real insight to offer to speak on the issue when most reporters are looking for specific expertise in politics or foreign affairs can reflect poorly on the brand. We should recommend not inserting the company in conversations that have yet to ask for their input.

 Discuss standards for supporting causes

 The continuous coverage of the war is driven by both America’s interest in ensuring democracy and concern for international human rights. There are also currently 30+ ongoing wars and conflicts happening all over the world. As an NPR article said, “It’s a fact of modern life that some wars get more attention than others. And Russia’s invasion of Ukraine has captured the public’s attention in the West in a way that other recent wars — like those in Yemen or Ethiopia — simply haven’t.” While the client has no control over what conflicts are prioritized in the media, candid conversations on the standard for engaging in political and social discussions should be had. For example, clients who “ban” such discussions on human rights and penalize staff for activism in some matters but then take public stances on this particular conflict may be putting themselves at risk of being called out for double standards. By creating and setting guidelines proactively – and then sticking to those guidelines – the client is much less likely to suffer reputational damage.

Contact us

Five Ways COVID-19 Has Changed the PR Industry

As PR professionals we are well accustomed to working with fast news cycles, adhering to tight deadlines and putting creative spins on client news to secure the media attention that they deserve. But due to the pandemic, the challenges we face when competing for limited airtime or print space have intensified, and we are faced with a new set of issues to navigate. As the ways we communicate have shifted, we compiled five ways in which media relations has changed and why some of these adjustments are likely permanent.

1. Standing out in crowded news cycles

Over the past two years, we have lived not only through a global pandemic but also felt the effects of climate change through multiple natural disasters and have witnessed a powerful social justice movement. During times when all news is breaking news, it is more challenging than ever to garner meaningful media coverage for our clients’ projects and initiatives. To stand out among an onslaught of pitches that reporters receive, tailoring, targeting and timing are key. Be sure to do your research, get to know each reporter’s beat and time your pitch around news cycles.

2. Adjusting to longer lead times

With COVID-19 related coverage taking up a lot of airtime, space for other news has become more limited. While securing media placements for an announcement could be easily accomplished on a two-week timeline pre-pandemic, longer lead times are preferred in this crowded space. Between coordinating interviews, handling follow-up questions, fact-checking and other logistics that go into each article, journalists are often unable to devote the necessary time on a short turnaround when there are multiple breaking news stories they have to prioritize.

3. Shifting to virtual interviews

Setting up face-to-face meetings and interviews between clients and reporters to get one-on-one time is crucial for building relationships and is a big part of media relations. As we’ve had to adapt to new safety protocols and varied comfort levels with in-person interactions, the majority of interviews has shifted to being virtual. While this has slightly altered the way we prep for meetings, it can often increase clients’ level of comfort when speaking to reporters. Since virtual meetings not only provide increased flexibility for scheduling but also save commuting time, we believe that this change is likely here to stay.

4. Adapting to a changing media landscape

The media landscape was evolving long before COVID-19 started to spread, with many print publications shuttering and moving to online-only formats. This shift has only been accelerated by the pandemic and, with a smaller number of traditional media outlets and a larger amount of news coming out each day, reporters have to be more selective than ever with what they choose to cover. The expectation of having a client’s announcement reported in multiple top-tier publications is no longer realistic, and many PR professionals have adapted by seeking out exclusives or more in-depth coverage in a select target outlet instead.

5. Working around sensitive news

Being mindful of what is happening in the world each day has become more important than ever. As PR professionals we have always had to keep our finger on the pulse and yield to significant news but, when the world as a whole is going through challenging times, pitching a non-life-altering story on the wrong day can be perceived as anything from out-of-touch to downright offensive. Monitoring news cycles and tailoring our timelines and strategies around world events is key to maintaining strong relationships and attaining key press coverage for our clients.

The tumultuous events of the past two years have represented challenges in all areas of our lives and, as PR professionals, we’ve had to rethink many tried-and-true strategies we’ve relied on in the past. These times have shown us that, as an industry, we have the capacity to pivot quickly and continue to serve our clients in meaningful ways even during turbulent times.

Contact us

Six of the Top 2022 Trends We Might See This Year

In our media-saturated culture, trends can sometimes be seen as fleeting and therefore not worthy of investment. But as public relations professionals, it is crucial that we stay on top of trends and integrate them into our work to keep our strategies, media relation efforts and storytelling relevant and effective. 

We’ve taken the time to compile a list of the top six trends that we think you should use to your advantage this year. 

6. Climate

Climate concern will continue into 2022 with a strong generational skew. Gen Z and Millennials will rightfully prioritize climate over traditional worries Gen X and Baby Boomers faced. Prioritization will lead to faster, bigger emission cuts to help reduce carbon pollution. This year’s sustainability and climate efforts will be led by the younger generations through influencing and social media. Young consumers’ climate concerns will encourage sustainable activities like thrifting and the repurposing of clothing in an effort to limit textile waste. Climate content and environmental activism will continue to flood social platforms. 

5. New Communications Platforms

Our current social media platforms are oversaturated with content and users. In the new year, new social platforms are going to emerge that encourage creativity and wellbeing, rather than pressuring users to find that perfect highlight-reel content and chase after likes. Think movements like #MakeInstagramCasualAgain. By leaving behind aesthetically-pleasing perfect feeds, content creators are going to lean towards authentic posting. These new platforms are going to introduce content through media outside of photos and videos and try to recreate the IRL (in real life) experiences we truly crave. 

4. Inclusive Marketing

Companies are going to move towards incorporating authentically inclusive marketing. Consumer bases are increasingly diverse and expect more from their brands’ messaging. Younger consumers are holding brands accountable and questioning their focus on supporting diversity and inclusion. Companies will establish key performance metrics for DEI objectives to demonstrate that they are promoting equitable outcomes in all areas of their influence. By participating in the space of their followers in combination with analyzing their metrics to understand what is working for them, companies’ communication will not be one-directional. Instead, it will encourage the breaking of barriers between corporate and human content to help companies follow through on these promises. 

3. Shifting the Monetization in Sports    

Last year, we saw the creation of NFTs (non-fungible tokens). It took many of us nearly all of 2021 to figure out what an NFT was. NFT sports collectibles are predicted to grow massively, making a considerable mark in revenue perspective and potentially inspiring major sports leagues to dip their toe into the crypto market. In 2022, Deloitte predicts that NFTs will be generating more than $2BN in transactions for sports media, doubling that of 2021.

2. Health in the Age of COVID

Telemedicine will expand to include increased use of remote patient monitoring, digital therapeutics and wearable health tech. The pressure the pandemic put on medical professionals by limiting office visits helped show they can use data responsibly to improve health experiences without compromising the patient’s privacy. In order to harness the full potential of virtual health, the focus will center around achieving quality and value with the integration of in-office visits. Investing more time and resources into virtual health will also improve accessibility to quality health care by streamlining access to doctors and eliminating wait times in the office. Patients expect personalized communication and connectivity, and in 2022 virtual health will improve. 

1. Rethinking the Workplace 

According to a Toluna consumer trends survey, 88% of US consumers say they believe they should have the right to work remotely if technology and the nature of their work permit it. Despite the stress and uncertainty the pandemic has caused, many have realized the efficiency of working remotely. The disruption of the traditional workplace created a need in people’s lives for privacy and space. The current business landscape will adapt to making flexible work a requisite. Senior staff will encourage unnecessary meetings to be covered over email. Virtual breaks will help combat Zoom fatigue and burnout. In the same vein, business leaders will prioritize emotional wellbeing and recognize mental health by establishing wellness benefits or services. 

Despite how difficult it seems to keep up with trends, they are immediately recognizable and have an incredible influence online. While our predictions are certainly not the only trends 2022 is bound to see, this list is a great start to begin thinking about how you can use trends to boost your PR, communications and company strategies to a new level. 

Contact us
Back to top