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6 PR trends that will change the industry in 2022

PR trends that will change the industry

Recently updated on June 3rd, 2023

As we move further into the 21st century, public relations is evolving at an alarming rate. These six PR trends are going to change the PR industry as we know it, so make sure you’re prepared!

Public relations has always been a vital part of business. It is the process of managing communication between a company and the general public. In order to build strong relationships with customers, clients, and shareholders, businesses need to have a good public relations strategy in place.

1. Transparency Will Be Key - Clients Will Want To Know Where Their Money Is Going And What Kind Of Results They Can Expect

As the world becomes more and more transparent, businesses will need to follow suit. Clients want to know where their money is going and what kind of results they can expect from their investment. In order to build trust, PR agencies need to be open about their strategies and tactics.

This level of transparency will also require PR firms to be more accountable for their results. In the past, it was often difficult to measure the success of a PR campaign. However, with today’s technology, there are now more tools available to track progress and show ROI. As a result, clients will expect their PR agencies to provide concrete evidence of the impact of their work.

2. PR Firms Will Need To Become More Specialized In Order To Stay Competitive

The public relations industry is constantly evolving and becoming more complex. In order to stay ahead of the curve, PR firms will need to become more specialized in their services. This may include offering new services such as social media management or crisis communications. Additionally, PR firms will need to be able to adapt their services to meet the changing needs of their clients.

Specialization will be key for PR firms in 2022 and beyond. Those that are able to offer unique and valuable services will be the ones that thrive.

What do you think about this trend? Are you excited about the prospect of more specialized PR firms? Let us know in the comments!

3. The Use Of Ai And Machine Learning Will Increase, Allowing For More Strategic And Personalized Campaigns

Public relations has always been a field that relies heavily on relationships – between the PR professional and the media, between the brand and its customers, etc. In recent years, we’ve seen a shift in how those relationships are managed, thanks to advances in technology.


One of the biggest changes we’re expecting to see in the PR industry in 2022 is the increased use of AI and machine learning. This technology will allow PR professionals to manage their relationships more effectively and strategically.

We’re already seeing a few examples of how AI is being used in public relations. For instance, some agencies are using chatbots to handle media inquiries, which can free up time for the PR team to focus on other tasks. Additionally, AI can be used to help identify media placements and influencers for campaigns.

As AI becomes more advanced, we’ll likely see even more ways that it can be used in public relations. For instance, AI-powered software could be used to create personalized content for individual media outlets or influencers. Additionally, AI could be used to help analyze data from past campaigns to identify what worked well and what could be improved.

The increased use of AI and machine learning in public relations will allow for more strategic and personalized campaigns. This, in turn, will lead to better results for both the PR agency and the client.

What do you think about the increased use of AI in public relations? Do you think it will be a positive or negative development? Let us know in the comments below!

4. Video Content Will Continue To Grow In Popularity, Giving Brands A More Personal Way To Connect With Their Audiences

Video content is one of the most effective ways to connect with your audience on a personal level. In fact, according to HubSpot, 54% of consumers want to see more video content from brands and businesses they support.

As we move into 2022, we can expect to see even more brands using video as a way to connect with their audiences. Video content is versatile and can be used in a number of different ways, from product demonstrations and customer testimonials to educational content and brand storytelling.

If you’re not already using video as part of your PR strategy, now is the time to start experimenting with this powerful medium.

5. Social Media Platforms Will Continue To Evolve, Providing New Opportunities For Pr Professionals

The way we use social media is constantly changing, and that means there are always new opportunities for PR professionals to get involved. In 2022, we expect to see even more changes to the social media landscape, which will provide new challenges and opportunities for those in the PR industry.

One of the biggest changes we anticipate is a move away from traditional social media platforms like Facebook and Twitter to newer ones like Snapchat and Instagram. This shift will provide PR professionals with the chance to reach new audiences and engage with them in new ways.

Another change we expect to see is an increase in the use of live-streaming services like Periscope and Facebook Live. This trend provides PR professionals with a unique opportunity to connect with their audiences in real-time and share information in an authentic way.

Finally, we anticipate that social media will continue to be used as a news source by both traditional media outlets and the general public. This means PR professionals need to be on top of the latest breaking news stories and be prepared to respond quickly and effectively.

By staying ahead of these PR trends, PR professionals can position themselves and their clients for success in the ever-changing social media landscape.

6. Virtual And Augmented Reality Will Become More Common In The Industry, Offering New Ways To Engage With Audiences

This year has seen a number of brands experiment with virtual reality (VR) and augmented reality (AR), and it’s only going to become more commonplace in the PR industry. As VR technology becomes more affordable and accessible, we’ll see more agencies incorporating it into their campaigns. It offers a unique way to engage with audiences and tell stories, and we expect to see some really creative uses of VR in the coming years.

AR, on the other hand, offers a more interactive way for audiences to engage with brands. We’re already seeing it being used in a number of ways, from product demonstrations to event activations. And as technology continues to evolve, we can only imagine the possibilities that will be made available to PR professionals.

So, if you’re looking to stay ahead of the curve, start thinking about how you can incorporate VR and AR into your campaigns. It’s sure to be a major trend in the years to come.


As we move into 2022, public relations is changing and evolving. These 6 latest PR trends are proof of that. It’s more important than ever to keep up with the latest PR trends so you can be ahead of the curve and adapt your strategy as needed.

Upstage Media is the best PR agency out there-we stay on top of all the latest industry PR trends so you don’t have to. Contact us today to learn more about how we can help get your business the publicity it deserves.

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