5 PR Strategies That Will Boost Results in 2022

Authored by Navanil Sengupta, Head – Brands & Corporate Communications, HDFC Securities

This is the era of brand authenticity. Brand trust is a precious commodity when it comes to young customers. For instance, 82% of Gen Z consumers say they prefer companies that use real people in their advertisements and marketing messages. Financial brands especially need to be beacons of trust. The more competition escalates in the industry, the more important these beacons become. Trust erodes faster with the deluge of instances of misuse of customer data and media portrayals of endless scams.

So, while technologies have enabled financial services companies to reach customers even in the far-flung areas of India, they now need to retain them. This is what pushed brands to become better storytellers in 2021, a PR trend expected to continue in 2022. What other trends will allow marketers to enhance brand equity in this omni-channel era? Let’s take a look.

Influencer PR

With 63% of consumers stating that they trust influencers’ words more than brands’ advertisements, influencer PR is not fading anytime soon.

India had over 448 million social media users at the start of 2021. The pandemic supported increaseduse of these channels in Tier-II and Tier-III cities. So, brands that are looking forward to capturing customers in this segment have a lot to gain from influencer marketing. The new-age content creators are highly accomplished in creating appealing (many times humorous) videos and reels, that strike a chord. They already have a head start in their digital reach and engagement.

In 2022, brands will leverage audience insights, with intelligent vetting of creators to find the best people to convey marketing messages.

Hyperpersonalisation

Today, consumers don’t just want home loans. They want apps that help them find houses as well. Investors want trading platforms that enable them to find the most suitable stocks. Businesses want banks to handle everything from supply financing to statutory payments.

BFSI companies are selling their products and services to a digitally native generation, whose demands are evolving faster than technology. They have to be where the customer is and provide them with what they want at their fingertips. This will need an overhaul in communication strategies.

Data-driven insights will need to be leveraged to reach specific buyer personas. PR professionals will use technologies to find the most trending topics in a specific consumer segment, and also understand the audience's reaction to them.

Inclusivity

Recent reports show that 80% of companies are only going through the motions of doubling down on diversity, equity, and inclusion (DEI) initiatives, but not doing anything significant about it. This can be catastrophic for a PR strategy.

So, when companies talk about financial inclusion, they might want to show how they support their workforce in advancing financial literacy, or how they uphold their commitment to creating a diverse workforce.

Responsible representation of minority and marginalised communities, women and children is a must, and failure to do so could lead to negative discussions on social media. Remember, when brands get tagged with negative hashtags, they remain in the public consciousness for a long time.

Campaigns Guided by Social Listening

PR strategies are no longer linear, but rather circular. Brands need ongoing insights to constantly refine their strategies. What better way to do that than listening to what consumers are talking about on social channels. Social listening can help marketers better engage in and own the conversations revolving around the brand. They can gain ideas, hashtags, keywords, and critical audience insights for future strategies.

Talking About ESG

“Purpose” is the much-required buzzword in the market. It’s not just about the pandemic. With UN experts reminding us again and again about the looming consequences of climate change, there’s a growing expectation from the private sector to step up and do its bit. There is pressure on many fronts. Over 74% of consumers in the 18 to 39 age bracket want businesses to take a stand on issues close to their hearts. Employees want to work for firms that work towards sustainability.

In 2022, there will be a continued focus on ESG and DEI to ensure that brands uphold corporate responsibility, and also how they communicate this to stakeholders.

No longer can big financial brands just spout corporate jargon and remain faceless. People want real connections and want to hear from real people with similar issues. PR strategies that take this into account will bear results for the long term.

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