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.

Transcript

1. 7 Digital Trends Every PR Pro Should Know for 2022 @jrick
6. Repartee Humor Repurposing Headlines E-Newsletters Analytics Archives
7. REPARTEE A little social, a little media, with an emphasis on the former. 01
10. “I am, technologically speaking, a moron.” —Sarah Koenig
12. Knowledge 10% Personality 90%
13. “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
14. HUMOR People flock to the funny. 02
16. “Hi Haters”: Why New Jersey’s Twitter Account Is Like No Other
18. REPURPOSING Wring every drop of content out of everything you create. 03
21. 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
22. 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
23. 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
25. 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.
26. 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
27. 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.
28. © Gage Skidmore
30. Documentary Podcast
33. 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.
34. Episode Going Deep on the YouTube Algorithm Article How YouTube’s Biggest Stars Game Its Algorithm
35. HEADLINES Always write a “curiosity gap” title. 04
37. 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
38. 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
39. 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
40. FOR GOOGLE “Good House- keeping” Gives Michelle Obama a Photoshop Facelift FOR HUMANS Michelle Obama Gets a Photoshop Facelift
41. E-NEWSLETTERS If you don’t have an email list, you’re losing mindshare. 05
43. “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
45. “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
46. 40% That’s how much better email is at acquiring customers than social media. McKinsey (2014)
47. 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.
48. “Blast”
49. ANALYTICS Test everything, no matter how minute. 06
51. Marissa Meyer
52. 41 That’s how many gradations of a single color Marissa Mayer asked her team to test.
53. MYTH If it worked on Instagram, then it’ll work on Pinterest. REALITY Each medium attracts a different audience and rewards different content.
54. 07 ARCHIVES If it worked once, do it again. And again.
55. 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.
57. On publish 1 hour later 3 hours later Next day Next week Next month 2 months from now
58. JonathanRickPresentations.com @jrick