THE REAR VIEW MIRROR: Predictions for 2023: we will need to be braver than ever
By David Josephs
So we head towards the end of 2022. Perhaps not the best year for the world. Then again neither were 2021 and 2020. This decade is proving underwhelming thus far. As we enter the final lap of the year thoughts turn to what 2023 might have in store for us, and I’ve been racking my brain to consider my predictions. However my experience and track record suggests I can safely predict that most of my predictions will be wrong. Could I try outlining some likely trends instead?
Trust has been lost – and trust is essential
Public trust in politicians and corporations feels like it’s getting lower and lower. Bad news always travels faster and further than good news of course, but cases like Theranos inevitably damage public confidence, and technology companies in particular have to earn our trust. Can they be trusted with our data, for example?
Those of us in the public relations industry have a duty to advise our clients on actions that have the potential to damage corporate reputation. We have to be brave, and risk being the sole voice of disagreement in the boardroom.
But I do think that many companies understand this, and will place more emphasis on protecting and enhancing their reputation through their corporate actions. Companies need to be about more than simply returning profit. They need to make a contribution to society over and above this, and I think consumers will increasingly vote with their money by choosing companies they respect and trust.
Leadership is everything
So much of what’s good and bad about companies flows from leaders, and they are under scrutiny like never before. The most enlightened leaders will devote a significant percentage of their time to communicating with their various stakeholders. This needs to be genuine. Fake behaviour is soon exposed in the digital world. More emphasis will be placed on leader communications next year and beyond.
Third party endorsement becomes ever more critical
Looking back to my early days in PR, the need to source third party endorsement was a central theme of so many of our communications plans –– indeed the vast majority of them. That seems to have diminished, and it’s bad news. Linked to my earlier points, nothing breeds trust more than a third party endorsement. You’re bound to say that your company, service or product is great. Persuading someone else to say it for you is way more powerful.
The most successful PR campaigns will feature third party endorsement left, right and centre.
Corporate sensitivity will be more important than ever
Here in the UK, the launch of the Christmas adverts, primarily from our major department stores and supermarkets, has become a major annual event. The John Lewis partnership has led the way on this, and its advert this year is entirely devoted to highlighting the issue of children in need of care, and what they will be doing about it as a company. Not a second spent on products. All about its beliefs.
Meanwhile other retailers have run into unexpected problems relating to insensitivity and plagiarism –– think KFC’s 2022 Kristallnacht chicken and cheese promotion gaffe, and as we know, there is never a shortage of people on hand to highlight mistakes or insensitivities. Communications department and agencies are going to have to spend ever more time contemplating whether a corporate action could lead to unexpected problems.
Hopes as opposed to trends
And before I finish, I’d love to mention some of my hopes for 2023, as opposed to trends:
That even when things are not going well, clients treat their PR people with respect. I’m afraid the rise in suboptimal behavior has increased, particularly in recent years. It simply is not acceptable, and helps no one.
Agency fees will need to rise. They’ve remained static for the best part of 20 years. This isn’t about the pursuit of profit for profit’s sake. It’s about ensuring we can recruit and retain the best talent.
Decision-making needs to be faster. News cycles turn rapidly. Sure, you need the right messages, but then it’s about identifying opportunities and responding quickly. Otherwise, the opportunity passes to someone else.
Hire us, or hire someone else. But please, keep the process as streamlined as possible, and give us some meaningful feedback if we don’t win a pitch. We can take criticism, seriously, we can!
I’m not quite done with 2022 yet. You’ll see a further column from me in mid-December.
Bis bald.
David Josephs
ABOUT ME: I’ve worked in the PR industry for 30 years, and have advised tech companies of all shapes and sizes ever since. My experience extends across Europe, the US and the Middle East. My posts for Laika aim to share some of those experiences to help you make the most of your investment in PR. I’m proud to serve on Laika’s Board of Advisors, and support the team through training sessions and one to one guidance.