2022 Public Relations Trends: Can a Video Be a Press Release?

The end of 2021 is just a few days away. While in 2020 many businesses across all industries struggled and floundered without direction, this year has seen a gradual recovery and things are better than before—though not yet as free-flowing as before—and both brands and companies have found ways to communicate their messages to their audiences. Despite Indonesia still being in the grip of the COVID-19 pandemic, this year several companies and businesses have begun to bounce back and adapt.

So many events and developments have unfolded in 2021—from creative product launches that made waves across digital media timelines, to brand collaborations with major influencers, to crises sparked by social media (which you can read about here), and even gaffes made by officials and the government. What changes might we see in 2022? Check out these key takeaways from the recent Media Buffet PR Talk N Share Vol. 5 webinar—ideas that PR agencies in Jakarta might find useful.

Public Relations Trends for 2022

PR Success Must Be Measurable (Measurement)

How do you know if your PR program is successful? Measuring ROI for a PR program isn’t as straightforward as tracking metrics and analytics on social media, but you can still assess its effectiveness based on various aspects or the efforts you’ve made. Just as before—and as will continue to be the case—a good PR practitioner will measure the impact of campaign results to ensure they align with the organization’s core business objectives.

PR Isn’t Just About Events

Events are an integral part of public relations activities for communicating messages to the audience. But did you know that messages don’t always have to be conveyed through events? Messages can also be delivered through community relations or advertorials. What matters most is how a PR professional crafts and delivers those messages as effectively and efficiently as possible.

Press Releases in Audio-Visual Format—Is That Possible?

There are countless forms of branding available today, and press releases are one of them. All communications—whether product launches, company announcements, or promotional activities—must be well-crafted in writing by PR professionals. But as time goes on, brand-related announcements don’t necessarily have to be in written form, especially with the increasingly widespread use of social media. Remember the Jouska case a while back? Yep, Jouska’s CEO used Instagram as a platform to issue a clarification and an apology. Shortly after, the media rushed to report on the matter—all sourced from an Instagram video. Could written press releases be replaced by audiovisual formats in the future?

PR platforms are becoming more diverse

As mentioned earlier, PR isn’t just about events—it doesn’t always have to involve press conferences. There are actually many things you can do for PR activities. If press releases could potentially be replaced by audiovisual content, it’s not out of the question that press conferences or offline roadshows might eventually be replaced by online roadshows—where you “appear” on various podcast channels or YouTube livestreams to communicate your message to an even broader audience.

The bottom line is that PR agencies in Jakarta must shift away from repetitive approaches when designing and communicating their messages and adopt new methods—while fully understanding the changes occurring across many industries and businesses—so that PR practitioners and PR agencies in Jakarta can continue to work effectively and remain relevant as times evolve.

Don’t forget to watch the recorded Talk N Share video on Media Buffet PR’s YouTube channel!