To ready the public relations industry for the big issues ahead, Stephen Waddington has published the Wadds Inc. Almanac: Challenges and opportunities for public relations 2022.
The eight short essays, with links to further reading for more information, provide guidance on topics including strategy, misinformation, inclusion and even office politics.
Among the issues highlighted for PR practitioners to include in strategic plans for next year are investment in artificial intelligence – an area touted by many in the industry, including CIPR’s AIinPR group, as ripe with opportunity as well as the potential for misuse. Upskilling and investment is also recommended for ESG concerns including climate risk and carbon as a metric. The lessons from COP26 this year will reverberate through the work of the comms sector, in-house, agency-level, political and public affairs-side next year – find out more in the essay here.
‘Misinformation: The internet is a sewer’ includes worrying statistics on the continuing spread of incorrect data across social media and the growth of mistrust in the Government and asks whether this can be curtailed by clever comms.
Diversity and inclusion is, finally and rightfully, a big conversation happening in the comms sphere – as mentioned by The Unmistakables’ Asad Dhunna in our accessmatters session in November, many clients are now asking how they should approach inclusivity and do a better job of engaging with every audience going forward. The Almanac’s guidance includes data to remind us all how far the industry is from true parity and highlights the work of initiatives including A Leader Like Me, warning that this will take longer than a generation to fix.
And while shared office working has always been fertile ground for the growth of long-term grudges and hostility, hybrid working may very well provide similar, and new, avenues for work-related anger. How can managers help those working from home? Check out advice and supporting data in ‘Home comforts and office politics’.
Inspired by what Stephen Waddington calls ‘the noisiest conversations in our community of practice’, you can read all eight essays included in the Almanac online, or download in PDF or HTML, here.
Want more on what to plan for in 2022? Check out our round-up of trend predictions from practitioners across the industry, as well as our look back at the challenges and triumphs of 2021.