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Note: Catalyst is the official publication of the International Association of Business Communicators (IABC). The guide features thought leadership from organization members on various topics, including innovation, business acumen, and career planning. I wanted to share this recent article on communications trends to look out for in 2022. I serve as the vice president of IABC Los Angeles (IABCLA).
As a communications professional and a futurist, I want to suggest some digital trends and events that you should keep an eye on in the coming year. Some of these are more probable than others, with a couple wild cards thrown in for good measure. Weigh them carefully and consider how they may impact your practice or the organization(s) you represent. More importantly, think about what action you should take now to prepare for what may eventually materialize — possibly to reduce risk to the organization you represent.
More Video, Please According to the trade outlet Streaming Media, video viewing will account for 82% of all internet traffic in 2022. As virtual and augmented reality become a reality, boosted by the growth of the metaverse, video is becoming the predominant form of communication for consumers and organizations alike. Action Step: The use of video by all types of organizations to communicate news and information, internally and externally, will accelerate in 2022 and beyond. As you develop a written piece of communication (a news release, an article, a letter from the CEO), is there a way of communicating that same information through video? If your organization doesn’t have a YouTube channel, start one now. Invest in expert videographers, editors and producers to accelerate your use of video. All the Buzz About Newsletters While the shiny new object may be the metaverse, the real action is in newsletters. Yes, newsletters. According to DigiDay, The New York Times has more than 70 newsletters. Readers opened more than 3.6 billion newsletter emails from the publisher in 2020 — a 150% increase over 2019. Substack recently announced that it had reached more than 1 million paid subscribers to the newsletters and publications available through its online portal, according to Vanity Fair. Other media are discovering the power of newsletters to reach specific audiences or to boost the influence of their writers, resulting in a flurry of launches. Action Step: This trend is likely to continue going into 2022. If your organization isn’t offering a newsletter(s) to engage your stakeholders, you may want to consider doing so. The future for all organizations is owning your owned media — and building a system to consistently develop and distribute high quality content that meets the information needs of your stakeholder communities. Meta Rush? In October 2021, Facebook rebranded itself as Meta in anticipation of introducing a metaverse online experience within the next few years. But Meta isn’t the only company looking at building a metaverse. Microsoft, Nvidia and even Walmart are eager to jump in and define the future of virtual reality entertainment and communications. Action Step: What’s the No. 1 rule of real estate? Location, location, location. The rush to buy digital real estate on the metaverse has begun. In December 2021, The Metaverse Group (a different company from Meta) spent $2.43 million to buy space in the Fashion Street District of Decentraland, a virtual world where users can buy, develop and sell land. What are your company’s plans to buy space in the metaverse? Email Is Not Going Away Any Time Soon For years, marketers have forecasted the demise of email in favor of new technology such as text messages and social media messaging. But according to Statista, 4.3 billion people are expected to use email in 2022, and that’s expected to grow to 4.6 billion by 2025. Action Step: If your organization hasn’t embraced an email strategy, this needs to be a priority. Email can serve as a powerful tool in communicating your organization’s message directly with people who want to stay connected. Focus on Building Trust According to the 2021 Edelman annual trust barometer (January 2021), fewer than half of all Americans have trust in traditional media, and trust in social media hit an all-time low of 27%. Action Step: If customers don’t trust the media for which your organization relies upon to share its news, how can they come to trust your organization and its leaders? In this coming year, focus on building trust through media that is well respected, while at the same time using your owned media to build trust directly with customers. Owned media should be considered part of the customer experience — if customers are being let down by your sales or customer service departments, they’ll have a hard time believing your news. It’s all integrated. Navigating the Digital Landscape to Earn Attention According to a study announced in January 2021 by Pew Research Center, about 80% of Americans get their news digitally — from a digital news site, through a search engine, social media or a podcast. In another study conducted during the summer of 2021, nearly 50% of Americans received news, at least sometimes, through their social media. Action Step: In an all-digital world, it will be more important than ever for communicators to invest in the development of high-quality, authentic, relevant and — most of all — trusted content that engages their respective audiences. And what is the surest measurement that what you’re doing is working? It’s time spent engaging with your content. It’s not just about attracting the attention of the consumer, it’s keeping their attention (and creating great content that keeps them coming back for more). Introducing Your AI Corporate Spokesperson The use of AI-built news announcers, corporate spokespersons and social media influencers is likely to expand based on the success of South Korea’s cable channel MBN, which tested an AI news announcer based on Kim Ju-ha, the network’s real-life announcer. Companies such as Synthesia.io and Soul Machines will make AI-generated talent even more accessible for branded content, news announcements, customer service interactions and more. Action Step: As we hurdle toward a new generation of virtual communications, organizations of all types and sizes are likely to turn toward the use of AI-built talent to deliver various forms of communications (lower labor costs and increased efficiencies). Is your organization ready for this? Or do you believe, based on your organization’s values, that a real human should always deliver news, information and marketing messages? Welcome to the Web 3.0 In the coming year, your IT folks likely will bring up the subject of Web 3.0 and how your organization needs to prepare for a decentralized web that is not controlled by a few tech companies, but instead relies on blockchain technology, machine learning and artificial intelligence. Action Step: Work with your IT department to learn how Web 3.0 may affect your company’s internal and external communications in the future.
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Note: Catalyst is the official publication of the International Association of Business Communicators (IABC). The resource features thought leadership from organization members on various topics, including innovation, business acumen, and career planning. This piece on communication-related trends in 2022 recently appeared in the guide, and I wanted to share it. I serve as the vice president of IABC Los Angeles (IABCLA).
We asked members of the Catalyst Subcommittee to share their thoughts. Do you have a specific trend or goal on your mind for the new year? Join IABC members in discussion on The Hub to share your predictions and hopes for the year to come. Personal Milestones This year, some communicators are planning to take their work to the next level. “The scope of my consulting and coaching work will expand into corporate wellness initiatives in early 2022,” Tara Mogan Blom, MMC, ABC, says. “This pairs my 20+ years' experience in organizational communications with my work as a certified wellness coach, helping individuals and organizations to maximize overall wellbeing, happiness and productivity.” What else is on Blom’s checklist this year? “I'm looking forward to checking SCMP certification off of my to-do list in 2022,” she says. “It's been there for a while!” Are you planning to earn your SCMP this year? Learn more about becoming an SCMP through IABC, and visit Catalyst to read members’ personal stories of how they achieved this goal. The Evolving Workplace As communicators continue to navigate the impact of the COVID-19 pandemic, the changing workplace is top of mind. And communicators will likely be some of the first to pose and address these questions. “As the workplace and state of work continues to evolve — especially since COVID will be with us for a while — how do we shape the employer role in determining work-life balance?” Joe Bobbey asks. “Is it employer-driven or employee-driven? How do we help leaders ensure fairness uniformly across workforce roles and responsibilities?” With the evolving workplace also comes the influence of the Great Resignation and the employee economy. “Employees are going to be demanding multichannel communication, work delivery approaches and organizations,” Nkem Emezie-Ejinima says. “Companies will have to leverage their communications ecosystem to engage and collaborate.” Being Proactive Professionals Communication professionals can carve out their own seat at the executive table and seamlessly navigate across functions within their organizations. Emezie-Ejinima says this year, communicators can take a “less ‘reactive’ approach to internal communications and PR.” Likewise, Bobbey says, “We have opportunities for communicators to increase their proactive, strategic role with [the following departments]:” - IT: Find ways to create a culture of cybersecurity that complements the latest technology solutions. - Public Affairs: Elevate defenses against misinformation (beyond employees and customers) to broader audiences through thought leaders and public officials. - HR: Focus an organization's value statements and corporate responsibility messages on efforts to improve employee retention and recruitment. People- and Community-First Focus Like years past, organizations, their people and their values will likely play a significant role in 2022. Emezie-Ejinima hopes to see a shift in how organizations and people define values. Similarly, she says that in the year to come, growth-focused businesses will leverage partnership and collaboration in an effort toward community building, sustainability and prioritizing impact-driven businesses. Finally, Emezie-Ejinima predicts that there will be a re-emergence on the individual. “There will be a strong move of ‘You Inc.,’ and every brand’s behavior is subject to public opinion and scrutiny,” she says. “There will be no hiding places for businesses and CEOs.” Bonus Prediction: Global Energy Transition Do you have ESG on the brain? Emezie-Ejinima predicts that in 2022, there will be more sustainable and favorable global energy transition. “The demand and supply of energy will affect technological advancement,” she says. How will communicators play a role in this? Only time will tell. Image: fauxels via Pexels.com
 Note: I originally wrote this piece for the IABCLA blog. I serve as the group’s vice president.
Thank you to Roxy Tomacder, an IABCLA member and an experienced communications practitioner, for presenting “Think Like a Gift-Giver! A Practical Approach for Impactful Communications” to the chapter in December. Roxy discussed how to communicate in meaningful ways so that your audience stays engaged. She led a similar talk at this year’s IABC World Conference. She asked that we share the following materials from the event: - “Think Like a Gift-Giver! A Practical Approach for Impactful Communications”: these are slides Roxy spoke from during the gathering, and the pages offer advice on planning and crafting content. - Know Your WHO: these are key planning areas to identify before engaging with your audience, such as demographics, psychographics, and assess reach. - Content Fuel Framework: this touches on focuses, formats and multipliers, and all are also comms considerations. Click here to download the documents. We trust these pieces will help you achieve your communications goals and objectives in 2022! Happy holidays from everyone at IABCLA!  Note: I originally wrote this piece for the IABCLA blog. I serve as the group’s vice president. Congratulations to Delaney Evers, a former IABCLA board member, for cooking up a campaign to break the Guinness World Records mark for the most pancakes distributed in a single-serving! She accomplished the feat in her current role as tourism director of PACT (Promoting Appanoose & Centerville Together), and it took place during Pancake Day in September in Centerville, Iowa. More than 14,000 flapjacks were served to the town’s hungry residents, setting a new all-time mark. The event garnered national press, as NPR broadcast a story. IABCLA was curious how it all came about, so we asked Delaney for the details. IABCLA: How was the idea to break the record conceived? Delaney: A couple months ago I started getting tagged in an article that featured the previous record holder’s attempt. Pancake Day has been celebrated in our community for more than 70 years, so many people thought we should hold the record. IABCLA: How did you organize the festivities? Delaney: I reached out to Guinness and they gave me a VERY detailed checklist of what would be required for an official record attempt. This required an adjudicator on-site at the event and about 15 different pieces of evidence. In terms of the actual attempt, we’ve always served a ton of pancakes on Pancake Day so that wasn’t a huge issue for us. We just had to round up more volunteers than usual and adjust the way we served a bit to satisfy the Guinness requirements. IABCLA: What was involved in garnering media coverage? Delaney: One of the most exciting things about our record attempt was how the press coverage kind of snowballed, especially post-event. I sent out an initial round of press releases to our local Iowa news stations and newspapers, who picked up the story (The Des Moines Register, KCCI, etc), but then once we successfully broke the record the word of mouth and our social media definitely helped. In our partnership with Guinness, we weren’t authorized to have paid social or print ads, so the word of mouth was essential. Even though Centerville is a small Midwest community, we have a very broad reach! A producer from NPR was sent an article from UPI’s “Odd News” section and reached out to me from there. I had to do the interview from the back of my grandparents' car because I had to catch a flight just an hour after the interview ended! IABCLA: Might the publicity bring more visitors to the area? Delaney: This project was such a positive experience for our community that we’re expecting next year’s Pancake Day festivities to be even bigger, but we’re also going to utilize the press we received for year-round tourism opportunities. Once again kudos to Delaney on accomplishing the feat! We look forward to sharing more of her successes in the future. On a final note, Delaney wasn’t the only one with an IABCLA connection to take part in the world record. Jenny Matkovich, our chapter president, served griddle cakes to guests. It was a homecoming for Jenny — like Delaney, she grew up in Centerville.
Roxy Tomacder, a chapter member and an experienced communications practitioner, will host this FREE event.
Click here to sign up! (Note: I’m IABCLA's vice president, and I often post updates on chapter happenings.)
(Note: I’m IABCLA's vice president, and I often post updates on chapter happenings.)
Whitley Crawford, a marketing professional and a chapter board member, hosts Comms Lab. Whitley will pose the following questions during the gathering: "Are you working remote or hybrid? What organizations are managing remote and hybrid work innovatively? What are you doing to keep your career moving forward?"
Put a hold on your calendar for what will be a fascinating and informative conversation! Click here to sign up! (Note: I’m IABCLA's vice president, and I often post updates on chapter happenings.) Note: I'm the vice president of IABC Los Angeles (IABCLA), and I often post news of chapter happenings. Below is the second of two recent pieces Deborah Hudson, my fellow board member, wrote for our group’s website. She discusses the impact of remote or “hybrid” work.
Around 10,000 employees at Google recently applied to work remotely or transfer to a different location. The real estate platform Zillow says more women have applied for the company’s jobs since it announced a year ago that most of its 5,900 employees could work from home permanently. The software company Slack, which also offered permanent remote positions last year, said that among recent hires the number of minority workers was 50 percent higher for those who planned to work primarily from home than for those who preferred the office.
As remote work opens some doors, it seems to be introducing new barriers. In one experiment, Stanford University researchers randomly assigned workers at a large travel agency in Shanghai to work remotely or in the office for nine months. The remote workers were 13% more productive, but they were promoted about half as often as their in-office peers. Why? According to new Society for Human Resource Management (SHRM) surveys of both employers and remote workers, 42% of supervisors say they sometimes forget about their remote employees when they are assigning tasks. Being overlooked for opportunities for professional development within their company is also concern for remote workers, and losing these opportunities could affect their careers. What’s your experience? Are you working remote or hybrid? How are you and your company managing the issues of visibility and all that comes with it? What organizations are managing this innovatively? What are you doing to keep your career moving forward? Let’s share. Note: I'm the vice president/president-elect of IABC Los Angeles (IABCLA), and I often post news of chapter happenings. Deborah Hudson, my fellow board member, wrote this piece for our group's website, and I wanted to share her article.
In individual all-round communications, the favorite is, of course, Dr. Anthony Fauci. The calm, factual, authoritative infectious disease specialist proved himself able to withstand not just the dizzy changes in the landscape of COVID-19 but acid social media and harsh political winds. He leads a field of skilled epidemiologist-communicators who have done outstanding work at unraveling the twisty mysteries of COVID.
The storytelling award goes to the House Select Committee on the January 6 insurrection for opening its hearings with the vivid personal testimony of four of the police officers who were involved and injured during the day’s attack: the human face of crisis. As The Washington Post reported, “The outlines of their stories were known, but over the course of their testimony, they brought home what it was like to be in the thick of the battle, at times fighting for their lives amid threats of death, racial slurs and insults and accusations that they, not the attackers, were traitors to democracy.” This year has had its fair share of changes, crises, organizational upheavals – and successes. I know that IABC honors great communications, but I say NO ONE ever got too many awards or medals or certificates. What communicators/communications teams do you know who should be honored for their outstanding work in this difficult year? Let me know.  Join IABCLA for Communications Lab, a monthly midday chat about comms topics. The next session will be on Friday, June 25 at 12 p.m. PST via Zoom, and the topic will be podcasting.
Whitley Crawford, a marketing professional and a chapter board member, hosts Comms Lab. Whitley will be joined this time by Bill Spaniel, ABC, a podcaster, writer, and public relations consultant. Bill will discuss the following: how to record a podcast, the necessary equipment and software to capture a recording, and distribution channels for your final piece. Click here to sign up for what will be a fascinating and informative conversation! (Note: I’m IABCLA's vice president/president-elect, and I often post updates on chapter happenings.) |
AuthorI'm Eli Natinsky and I'm a communication specialist. This blog explores my work and professional interests. I also delve into other topics, including media, marketing, pop culture, and technology. Archives
December 2022
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