Feb 1, 2022
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In 2020 many brands were being heavily scrutinized or criticized for outdated policies, a lack of diversity in the workplace, or reluctance to get involved in social issues and make a difference.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.
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ABOUT CLAY J. COCKERELL, MD
Dr. Clay Cockerell is a board-certified dermatologist and a Fellow of the American Academy of Dermatology. He currently sits on multiple boards and committees. Dr. Cockerell is internationally recognized for his contributions to both dermatology and dermatopathology. He is the past president of the American Academy of Dermatology. For many years, Dr. Cockerell has overseen an educational program designed to train the next generation of dermatopathologists. He has served as Associate Editor of the Journal of the American Academy of Dermatology, and he is on the editorial boards of several medical journals, including the American Journal of Dermatopathology.
Dr. Clay Cockerell serves as Founder & Medical Director Cockerell Dermatopathology in Dallas, TX. Since joining the group in 1988, Cockerell Dermatopathology has grown into one of the nation’s most respected dermatopathology practices by always focusing on the needs of referring clinicians and their patients.
He has two children, Charles and Lillian, and he and his wife have been married for forty years. Besides being very active within the dermatology and dermatopathology specialties, Dr. Cockerell and Brenda enjoy traveling, golf, and winter sports.
ABOUT COCKERELL DERMATOPATHOLOGY
Cockerell Dermatopathology, located in the heart of Dallas’ medical district, was founded by Dr. Clay J. Cockerell, former president of the American Academy of Dermatology and internationally recognized dermatologist and dermatopathologist. Cockerell Dermatopathology offers diagnostic excellence and unparalleled service in evaluating dermatologic disorders ranging from the routine to the most difficult.
Cockerell Dermatopathology continues to invest in the future by implementing advanced technologies within the laboratory to best serve referring clinicians and their patients. These new technologies produce higher quality slides to diagnose, improves turnaround time on routine cases, and allows for quicker deployment of EMR interfaces.
From an academic standpoint, Cockerell Dermatopathology hosts numerous Internet-based continuing education events and has a 14-headed microscope for in-person training sessions. Cockerell Dermatopathology serves hundreds of clinicians from across Texas, the United States, and abroad. With an accessible team of board-certified dermatopathologists and a highly trained support staff, Cockerell Dermatopathology’s vision is to treat every specimen as if it came from one of our own family members.