{"id":24969,"date":"2021-12-30T10:58:37","date_gmt":"2021-12-30T09:58:37","guid":{"rendered":"https:\/\/proacomunicacion.es\/?p=24969"},"modified":"2021-12-30T10:58:37","modified_gmt":"2021-12-30T09:58:37","slug":"communication-trends-2022","status":"publish","type":"post","link":"https:\/\/proacomunicacion.es\/en\/tendencias-comunicacion-2022\/","title":{"rendered":"Valvanuz Serna Ruiz --<\/span> Communication Trends for 2022"},"content":{"rendered":"

I recently heard that on 1 January we will not be entering 2022, but the third season of 2020. And who is to say that this is not the case, when after the global standstill caused by the coronavirus, Omicron infections are spreading like wildfire, we have experienced unexpected atmospheric phenomena, we are immersed in the semiconductor and international transport crisis, electricity bills are reaching record figures, people's consumption habits are changing and fake news is proliferating globally!<\/p>\n

In this absolutely unpredictable and uncertain context<\/strong> communication consultancies such as PROA<\/a> We continue to adapt at a rapid pace to help our clients in many different sectors with their communication strategies and plans. As the year draws to a close, we ask ourselves what we need to keep in mind as we look ahead to 2022.<\/p>\n

What will be the trends in our sector in the coming months?<\/h4>\n

The crisis of confidence in the institutions<\/strong>The new \"branding\" policy, which became more acute during the worst phase of the pandemic, gave companies a new role that was closely linked to brand values. Since then, customers have been asking them for a strong social conscience<\/strong> and that the values that companies claim to profess are real and not merely a declaration of intent in the realm of political correctness. This is where the importance of working in the field of Sustainability and Social Awareness comes in, and those companies that have truly taken on more responsibility in this regard should dedicate part of their communication efforts in 2022 to demonstrating that their commitment to society and the environment in which they operate is real.<\/p>\n

This level of consumer demand also extends to the field of information. Since the internet enabled users and brands to interact without intermediaries, there has been an increasing demand for information. special sensitivity to authenticity<\/strong>. In addition to this, there is an increase in fake news, so next year will be a good time for communication professionals to continue helping our clients to analyse whether what the brand is conveying is authentic or whether, on the contrary, we should recommend a change or some kind of modification. Let's not forget that in communication it is not what you say that matters, but what your audiences understand.<\/p>\n

As for the media relations<\/strong>We must bear in mind that they are still affected by a crisis that has lasted several years and has substantially reduced the number of journalists in the newsrooms. This means that those who have survived have to take on a heavier workload, to which the need to keep the digital versions constantly updated also contributes. In this sense, if from our position we can provide the journalist with a qualitative, well-worked, comprehensive and well-written content<\/strong>The opportunities to appear in the media will grow especially. Facilitating the work of these professionals is the way for our clients to become the benchmark in their sector. Personalisation, avoiding mass mailings and offering valuable content are essential elements.<\/p>\n

Equally, it is important to be aware that many of the journalists are teleworkers, so they may have adopted new habits<\/strong>. We will have to find the best time to call them or send them information and adapt to their working hours, as was the case when the digitalisation of the media completely changed the timetables of the newsrooms.<\/p>\n

On the other hand, in 2022 they will increase the<\/strong> interviews and face-to-face meetings<\/strong>. Especially in cases where you want to deal with in-depth information or when dealing with sensitive or controversial issues. Virtual meetings have helped a lot and are here to stay, but the truth is that what you get from a person face to face is irreplaceable. This also applies to other stakeholders and audiences of interest to brands. Brands should make an effort to dedicate the necessary time to them, either through their presence in forums or through the creation of their own meetings and events.<\/p>\n

The social media<\/strong> will remain vitally important in 2022. Linkedin, Twitter and Instagram have continued to be clear leaders in our market, but we should not overlook the growth of TikTok. TikTok has also included a number of useful tools for business and is likely to be one of the most popular social networks for brands in the coming year. In addition, we should bear in mind that confinement not only increased social media consumption, but also boosted online shopping, and this is not likely to change. Therefore, companies have the opportunity to take advantage of the shopping solutions offered by most social networks.<\/p>\n

The video<\/strong>Whether on TikTok, Reels or YouTube, it will continue to dominate and users will especially value that it is not long, emotionally engaging or entertaining. 2022 may be the time for brands to develop or update their corporate videos. They are a great business card. A well-crafted script, aligned with the company's values, together with a careful production can turn video into a very useful and versatile tool for communicating with different audiences and publics.<\/p>\n

In the world of visuals, it is curious how well radio formats continue to work, as audiences, far from diminishing, are growing systematically. Radio, both national and local, continues to be a source of immediacy, but we must not leave aside the consolidation of the podcast<\/strong>. We can find podcasts on a wide variety of subjects. This variety brings us closer to the world of micro-influence. In other words, these podcasts may not be consumed on a massive scale, but their specialisation generates a close relationship between the user and the brand. The fact that most podcasts are listened to through headphones, directly in the ear, also generates a different world of sensory sensations. They allow for longer, deeper conversations on relevant topics and are a great opportunity to lead the conversation.<\/p>\n

In 2022, on the other hand, it will be essential for brands to be part of the conversation generated by citizens, who are increasingly active, better informed and more demanding. They are no longer passive recipients of messages and, for this reason, it is worth promoting active listening. In this sense, artificial intelligence tools make it possible to follow the trends of each sector and position the corporate message in a better way.<\/p>\n

Also the measuring public relations work<\/strong> is increasingly important. It is true that audience, advertising value, visitors, \"likes\" or impressions offer interesting data, but they are purely quantitative and do not offer the complete information that brands are looking for. Brands also need to know how campaigns really impact on the brand, on brand perception, on purchases and on increasing customer loyalty.<\/p>\n

And while many analytical tools exist, it is necessary to define with each client their specific positioning and commercial objectives, their own KPI's, to help fully measure the return on investment.<\/p>\n

For our part, communication consultancies must continue to combine our tools with other areas of marketing. At PROA we are flexible and talk about a 360\u00ba or transmedia communication<\/strong>. Highly adapted to the real needs of the client. For us, public relations is just one more element that we must combine with a strategy, solid content, presence in networks, a creative vision, with the capacity to make productions, etc. The important thing for us is to have an in-depth knowledge of the client's business model and the market in which it operates. Identifying its added value and helping to create a story around it, knowing where its audiences are and using all the channels and tools at our disposal to make it relevant.<\/p>\n

 <\/p>\n

This text may be reproduced provided that PROA is credited as the original source.<\/h2>","protected":false},"excerpt":{"rendered":"

Escuchaba recientemente que el pr\u00f3ximo 1 de enero no entramos en 2022, sino en la tercera temporada de 2020. \u00a1Y qui\u00e9n dice que no es as\u00ed, cuando despu\u00e9s del par\u00f3n mundial que provoc\u00f3 el coronavirus, los contagios de \u00d3micron corren como la p\u00f3lvora, hemos pasado por inesperados fen\u00f3menos atmosf\u00e9ricos, estamos inmersos en la crisis de […]<\/p>\n","protected":false},"author":28,"featured_media":24974,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[176],"tags":[2116,67,460,2117,347],"class_list":["post-24969","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","tag-2116","tag-comunicacion","tag-comunicacion-estrategica","tag-consultoria","tag-proa-es"],"yoast_head":"\nTendencias en Comunicaci\u00f3n para 2022<\/title>\n<meta name=\"description\" content=\"Valvanuz Serna, socia directora de PROA, 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