Rewind 2022: PR industry was able to bounce back with resilience this year: Radhika Mehta

It’s time to review the most significant industry developments as the year 2022 draws to a close. Adgully is reviewing the year 2022 for the M&E, advertising, digital, marketing, PR and communications, along with leading names in the industry as part of our annual Rewind series.

Recapping the year 2022, Radhika Mehta, National Head - Operations and Growth, Ruder Finn India, talks about the PR industry’s pivot towards digital, scope of influencer marketing. She also highlights the growing importance of data and analytics and how they are crucial factors to attract clients in a hyper-competitive world, while AI and SEO will help reach target audiences.

The year 2022 for PR & marketing communications

In 2022, the PR industry experienced a revival as it adapted to new trends and embraced digital innovations. Agencies took risks with bold decisions and used data and analytics to enhance their work and elevate their clients’ brands. PR professionals also expanded their roles to include strategic counsel and creative innovation, leveraging their expertise in tech, media, digital, and policy to craft compelling brand narratives. As a result, the industry was able to bounce back with resilience and continue to thrive despite ongoing disruption.

Key trends and developments in PR

In 2022, the PR industry saw the rise of several key trends, including the increasing importance of data and analytics, the emergence of young leaders and the growth of influencer marketing.

Data and analytics played a critical role in driving the success of PR campaigns. It helped define strategies, enhance performance and achieve key goals. This shift towards a more data-driven approach has been particularly effective compared to traditional PR methods.

The industry also saw a shift in power, with young leaders and specialised talent taking on key roles and driving change with their transparent and authentic communication style. This has helped to break down traditional hierarchies, allowing for more dynamic and effective approaches to business.

Influencer marketing also grew in importance, with nano influencers emerging as the next generation of thought leaders. This trend has allowed for greater penetration into niche communities and has facilitated the growth of live streaming as a way to connect with audiences in real time.

Finally, the rise of hybrid work culture has also placed a greater emphasis on effective employee communication. Internal communication is now considered as a key driver of trust and productivity, making them a key focus for business leaders.

Overall, these trends have helped the PR industry adapt, evolve and thrive in the face of ongoing disruption.

Key trends expected to dominate the PR industry in 2023

The PR industry is undergoing a transformation driven by technological advancements and a shift towards more purpose-driven communication. As decentralisation and the rise of Web 3.0 enable greater trust and value online, PR will increasingly incorporate advanced technologies to optimise performance and engage audiences.

Data and analytics will be key in attracting and retaining clients in a hyper-competitive world, while AI and SEO will help reach target audiences. However, authentic communication driven by human connections will remain critical in the face of fake news and increasing competition. We may see a merger of SEO and traditional PR methods in the future.

Consumers and stakeholders are becoming more interested in the brand purpose and ESG practices. In the coming year, I expect to see a greater focus on environmental, social, and governance concerns and an increased emphasis on giving back to the community and consumer activism. Brands will need to be more aware of their contributions to sustainability to effectively communicate their purpose and shape the future of the PR industry.