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Top PR Strategies

Angela Kambarian | Dermatology Authority

Feb 1, 2022

The COVID-19 pandemic has transformed the business environment for good.

Now that we are coming off one of the most disruptive years in history, we should probably come to terms with the fact that we might be operating in a business environment that has been transformed for good.  Influenced by the prolonged pandemic and rapid technological advancements, we will be a wide variety of new strategies emerging in business to business (B2B) and business to consumer (B2C) marketing.  Here are a few to keep in mind as we transition to 2022.

Media Outlets Are Relying More on Contributed Articles

Since 2008, newsroom employment in the U.S. has fallen 26%, and demand for online content has grown exponentially. It means that media outlets have fewer full-time writers, resulting in increased demand for contributed articles by outside authors – the kind of thought leadership that is highly effective with B2B buyers. By the way, if you have been struggling to convince your executive team to invest the time and effort required for strong thought leadership, 2022 should be your year to change this.

PR Professionals Will Use a Variety of Channels to Identify Media Opportunities

From Muck Rack and Help a Reporter (HARO) to Twitter and Slack channels, it is easier for PR pros to respond and pitch via a plethora of new emerging platforms and channels. And that’s what digital transformation is all about.

Public Relations Campaign Needs a Purpose

In 2020 many brands were being heavily scrutinized or criticized for outdated policies, a lack of diversity in the workplace, or reluctance to get involved in social issues and make a difference.

In 2021, however, many organizations had finally upgraded their policies, revamped or re-introduced DEI programs, openly expressed outrage over social injustices, and promised to step up their game. In 2022 brands should highlight their mission-based efforts across different communication channels and demonstrate more accountability. Public relation (PR) efforts should be focused on philanthropic involvement and social awareness; it’s crucial that businesses start transitioning from “talking the talk” to “walking the walk” and following through on “do-better” initiatives.

Podcast Appearances Should No Longer Be Swept Under the Rug

While local and national radio is still best for breaking news, podcasts seem more appropriate for extended discussions of hot topics. These podcasts may not have a vast number of listeners; however, those who do tune in will be highly engaged. If you were putting your appearance on a podcast on the back burner, it is time to give it some serious consideration.

Impactful PR Will Have to be Part of a Larger Marketing Ecosystem

PR usually generates more traction when combined with other marketing strategies. Let me assure you that in 2022 this will be vital. PR is a piece of the marketing puzzle and needs to be combined with a strong content strategy, paid ads strategy, and social strategy for bigger, better, and more powerful results.

Keep it Simple

We are living in turbulent and unpredictable times. Sadly, attention spans are short, and anxiety levels are sky-high these days. But the most crucial and impactful form of communication is also the most overlooked. Therefore, in my professional opinion, simplifying a brand message will be one of the important trends in PR for 2022. Companies of all sizes should make sure they avoid fancy language, long-winded copy, and tedious or complicated explanations. Keep your story short. Make it concise, easy-to-understand, and void of “highfalutin” terms. Just explain briefly what it is you do, why it matters, and how your prospects will benefit.


Angela Kambarian | 516-724-4372


Dr. Clay J. Cockerell is a world-renowned specialist in treating and diagnosing skin disorders and has diagnosed over three million biopsies.

An internationally recognized pioneer in his field and double board-certified in dermatology and dermatopathology, Dr. Cockerell has been practicing medicine since 1986.  He is currently the Founder & President of Cockerell Dermatopathology and the Program Director of the Health Education Services dermatology residency program sponsored by the Lake Granbury Medical Center.  Also, Dr. Cockerell sees patients a few days per month to assist with resident training and to keep his clinicopathological skills sharp.

Dr. Cockerell has held numerous leadership positions within several highly regarded medical associations.  Most notably, he served as the President, Secretary & Treasurer and a member of the Board of Directors of the American Academy of Dermatology, President of the Texas Dermatological Society, and President of the Dallas Dermatological Society.  Also, Dr. Cockerell holds leadership roles as Founder and President of Cockerell Dermatopathology and a former AmeriPath Board of Directors member.

Dr. Cockerell and his wife, Brenda, had a lifelong dream of producing wine and, in 2005, purchased a vineyard in Calistoga, California.  They now produce wine under the Coquerel Family Wine Estates label.  Dr. Cockerel and Brenda have two children, Charles and Lillian, and they have been married for forty-six years.  In addition, Dr. Cockerell and Brenda enjoy traveling, golf, and winter sports.


The Cockerell Dermatopathology story begins with Dr. Clay J. Cockerell's vision to establish a practice whose mission is to treat each specimen as if it came from one of own family members.  Family!  At Cockerell Dermatopathology, every employee is driven by a relentless pursuit of diagnostic excellence.  We specialize in evaluating dermatologic disorders, tackling cases ranging from the routine to the most challenging.

Our practice continuously invests in cutting-edge technologies to best serve each referring clinician and their patients.  These innovations result in higher-quality diagnostic slides, quicker turnaround times for routine cases, and seamless deployment of EMR interfaces.

From an educational perspective, Cockerell Dermatopathology is more than a dermatopathology practice.  We host numerous in-person and internet-based education events and boast a state-of-the-art 14-headed microscope for dermatology resident training sessions.

Our services extend beyond borders, serving hundreds of clinicians in Texas, throughout the United States, and globally.  With a highly accessible team of board-certified dermatopathologists and a dedicated support staff, our vision is simple yet profound.  Family, we treat every specimen as if it were from one of our own family members.

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