Upgrade to Pro — share decks privately, control downloads, hide ads and more …

7 Digital Trends Every PR Pro Should Know for 2022

Jonathan Rick
February 27, 2020

7 Digital Trends Every PR Pro Should Know for 2022

Digital Trend #1: A little social, a little media, with an emphasis on the latter.

Digital Trend #2: People flock to the funny.

Digital Trend #3: Wring every drop of content out of everything you create.

Digital Trend #4: Always write a “curiosity gap” headline.

Digital Trend #5: If you don’t have an email list, you’re losing mindshare.

Digital Trend #6: Test everything, no matter how minute.

Digital Trend #7: If it worked once, do it again. And again.

Jonathan Rick

February 27, 2020
Tweet

More Decks by Jonathan Rick

Other Decks in Business

Transcript

  1. 7 Digital Trends
    Every PR Pro
    Should Know
    for 2022
    @jrick

    View full-size slide

  2. Repartee Humor Repurposing Headlines
    E-Newsletters Analytics Archives

    View full-size slide

  3. REPARTEE
    A little social,
    a little media,
    with an emphasis
    on the former.
    01

    View full-size slide

  4. “I am, technologically
    speaking, a moron.”
    —Sarah Koenig

    View full-size slide

  5. Knowledge
    10%
    Personality
    90%

    View full-size slide

  6. “You don’t need a crazy technical
    background to do this job. A lot
    of the training is getting really
    good at talking to people”
    —Genny Lopez

    View full-size slide

  7. HUMOR
    People flock
    to the funny.
    02

    View full-size slide

  8. “Hi Haters”: Why New Jersey’s
    Twitter Account Is Like No Other

    View full-size slide

  9. REPURPOSING
    Wring every drop
    of content out
    of everything
    you create.
    03

    View full-size slide

  10. Full Report
    Decade in the Red: Trump
    Tax Figures Show Over $1
    Billion in Business Losses
    4,000 words
    Synopsis
    5 Takeaways From
    10 Years of Trump
    Tax Figures
    1,500 words

    View full-size slide

  11. Full Report
    4 Takeaways From Our
    Investigation Into the
    FDA’s Byzantine Food Arm
    9,000 words
    Synopsis
    4 Takeaways From Our
    Investigation Into the
    FDA’s Byzantine Food Arm
    1,000 words

    View full-size slide

  12. For the Public
    My Frantic Life As a Cab-
    Dodging, Tip-Chasing
    Food App Deliveryman
    For Members
    What Our Reporter
    Learned Delivering
    Burritos to New Yorkers

    View full-size slide

  13. News Release
    The Walt Disney Company (NYSE:
    DIS) Board of Directors announced
    today that Bob Chapek has been
    named Chief Executive Officer,
    the Walt Disney Company,
    effective immediately.
    Blog Post
    Big news on the corporate level
    of the Walt Disney Company.

    View full-size slide

  14. News Release
    Robert A. Iger assumes the role
    of Executive Chairman and will
    direct the Company’s creative
    endeavors, while leading the
    Board and providing the full
    benefit of his experience, leader-
    ship, and guidance to ensure a
    smooth and successful transition
    through the end of his contract
    on Dec. 31, 2021.
    Blog Post
    One or two potential replacements
    had failed to materialize as C.E.O.
    material. It looks like Chapek has
    passed whatever hurdles of
    confidence the Board of Directors
    required.
    Continued

    View full-size slide

  15. News Release
    Bloomberg LP and Michael R.
    Bloomberg, its founder and
    majority shareholder, announced
    today that Daniel L. Doctoroff will
    be stepping aside from his role
    as President and Chief Executive
    Officer of the company effective
    at the end of this year. Bloomberg
    L.P. will not name a replacement,
    but rather will again be led by Mr.
    Bloomberg with support from
    the existing leadership team.
    Blog Post
    A little less than seven years ago,
    Mike Bloomberg bestowed on me
    the greatest honor possible: He
    entrusted me with his company.
    It is with great pride that I now turn
    it back to him. At the end of this
    year, I will step aside as the
    President and C.E.O. of Bloomberg
    LP and Mike will once again
    assume the helm of the company.

    View full-size slide

  16. © Gage Skidmore

    View full-size slide

  17. Documentary Podcast

    View full-size slide

  18. Episode
    Against the
    World
    Tupac and Biggie were friends.
    Then Tupac was ambushed in
    a New York recording studio,
    and everything changed.
    Bonus Episode
    The Two Sides
    of Tupac
    Lawyer Shawn Holley discusses
    what it was like to defend Tupac.

    View full-size slide

  19. Episode
    Going Deep on the
    YouTube Algorithm
    Article
    How YouTube’s
    Biggest Stars Game
    Its Algorithm

    View full-size slide

  20. HEADLINES
    Always write a
    “curiosity gap”
    title.
    04

    View full-size slide

  21. FREEENTERPRISE.COM
    Entitlements:
    Face the Truth
    or Face the
    Consequences
    FREEENTERPRISE.COM
    10 Entitlement
    Truths That Will
    Blow Your Mind
    895 views 26,627 views

    View full-size slide

  22. IOWA HOUSE DEMOCTATS
    Zach Wahls
    Speaks About
    Family
    MOVEON.ORG
    Two Lesbians Had
    a Baby and This Is
    What They Got
    2.8 million views 17.4 million views

    View full-size slide

  23. THE NEW YORK TIMES MAGAZINE
    How Companies
    Learn Your Secrets
    FORBES
    How Target
    Figured Out a
    Teen Girl Was
    Pregnant Before
    Her Father Did
    • Charles Duhigg
    • 6,800 words
    • 60 likes
    • Kashmir Hill
    • 1,200 words
    • 13,000 likes

    View full-size slide

  24. FOR GOOGLE
    “Good House-
    keeping” Gives
    Michelle Obama
    a Photoshop
    Facelift
    FOR HUMANS
    Michelle Obama
    Gets a Photoshop
    Facelift

    View full-size slide

  25. E-NEWSLETTERS
    If you don’t have
    an email list,
    you’re losing
    mindshare.
    05

    View full-size slide

  26. “Many of the original investors
    we pitched to would say things
    like, ‘Email is dead’ and ‘Why
    don’t you create an app instead?’
    But they would say it to us over
    email, which kind of illustrated
    our point.”
    —Danielle Weisberg

    View full-size slide

  27. “E-newsletters meet readers
    where they are — their inboxes —
    rather than having to compete
    for terrain in the thick, steamy
    jungle of the internet.”
    —Noreen Malone

    View full-size slide

  28. 40%
    That’s how much better email is at
    acquiring customers than social media.
    McKinsey (2014)

    View full-size slide

  29. 2x
    That’s how much likelier people are to
    subscribe to the New York Times if they
    receive one of the paper’s e-newsletters.

    View full-size slide

  30. ANALYTICS
    Test everything, no
    matter how minute.
    06

    View full-size slide

  31. Marissa
    Meyer

    View full-size slide

  32. 41
    That’s how many gradations of a single
    color Marissa Mayer asked her team to test.

    View full-size slide

  33. MYTH
    If it worked on
    Instagram, then it’ll
    work on Pinterest.
    REALITY
    Each medium attracts
    a different audience
    and rewards different
    content.

    View full-size slide

  34. 07
    ARCHIVES
    If it worked once,
    do it again. And
    again.

    View full-size slide

  35. MYTH
    Tweeting the same
    article repeatedly
    is redundant and
    annoying.
    REALITY
    Each Tweet reaches
    only a fraction of your
    followers. The rewards
    of repetition outweigh
    the risks.

    View full-size slide

  36. On publish
    1 hour later
    3 hours later
    Next day
    Next week
    Next month
    2 months
    from now

    View full-size slide

  37. JonathanRickPresentations.com
    @jrick

    View full-size slide