From The Editor’s Desk (Jan 2022): Prep Your 2022 PR Plan with These 4 Topics

PR content creators are faced with a common question at the beginning of the year: What am I going to write about now?

You are not sure where things will fall or how you’ll make news out of them. Not to worry, as you open up your PR calendar and begin pencilling in topics and dates, we’re here to help. Looking ahead, we’ve found a few key topics and big events that could help you organize your writing and plan your PR to maximize readership around these topics and dates.

Whether it’s a new holiday that spurs your writing on or highlighting gender equity in your workplace, we’ve got some pointers for you on what you can focus your attention on in 2022.

Public Holidays

Public holidays always provide a time for companies to promote their products and services through new launches or demonstrate their values through CSR initiatives, and 2022 is not going to be any different. With a few newly added holidays and some with a more timely focus, 2022 offers unique PR content opportunities, particularly in June.

1. Matariki (New Zealand) – Matariki is the celebration of the new year in the Maori calendar. June 24, 2022, will be the first time it’s celebrated as a public holiday in New Zealand after Jacinda Ardern announced its establishment in the government calendar.
2. Juneteenth (US) – Juneteenth has traditionally been observed as the official date of the end of slavery in the United States for over a century. In 2022, it will be celebrated as a national holiday for the first time. This makes it the only national holiday in June in the United States, after many years of African Americans and other interest groups lobbying the government for this observation. It will be a day to commemorate those who suffered during this painful time in history, reflect on what still needs to be done to improve racial disparity and celebrate the Black community. The holiday falls on June 19 (a Sunday) but will be observed either the Friday before (June 17) or the Monday after (June 20) depending on local decisions.
3. World Environment Day (Global) – 2021 saw a rise in ESG-related content, and 2022 promises to continue the trend. World Environment Day puts the spotlight on environmental issues. With “Only One Earth” as this year’s theme, the tone is set for individuals, countries, and organizations to measure their impact on the environment and assess what they can do to help out. June 5 enables PR content creators to hone in on environmentally-related writing.

Sporting Events

Feats of strength and athletic prowess always draw attention, and 2022 offers multiple global events that will tie in easily with press releases.

1. The Winter Olympics (Feb. 4-20) – 8 months after the Tokyo 2020 Summer Olympics, the 2022 Winter Olympics, hosted in Beijing, provide ample opportunity for sport-themed tie-ins or national-pride value demonstrations.
2. The Winter Paralympics (March 4-13) – A month after the Winter Olympics, the Paralympics will also be held in Beijing.
3. FIFA World Cup (Nov. 21-Dec. 18) – Football (soccer) fans around the world will be glued to their television sets toward the end of 2022, as Qatar hosts the world’s premier football event takes place.

Pro Tip: Be aware of copyright infringement. The Olympics, World Cup, and other large sporting events are highly protected IP.

In the past, PR Newswire’s Editorial Department has been forced to reject hundreds of press releases related to the Olympics and Paralympics. Why is this? Their writers have neglected to read International Olympic Committee (IOC) Rule 40: Brands who are not official or personal sponsors can’t post, write about or mention ‘Olympics’ and ‘Paralympics’ or even use terms such as ‘Go for gold’, ‘Countdown to 2022’, words that end with ‘-lympics’ or even “winter/summer” during the blackout period (a few days before and after the Games, and during the Games) and yes, that includes hashtags and retweets!

Gender Equality News

As more companies and organizations lean toward inclusivity and equality in the workplace, women- and gender-inclusive events have become more prominent and important to media partners. Attaching your company’s name to an event, be it through participation or celebrating similar values at the time of the event, is a good way to reach a wider audience.

1. International Women’s Day – On March 8, #BreakTheBias will be the theme of the day, as women around the world are celebrated for their countless contributions. Use this opportunity to highlight your company’s support of women in the workplace and in other aspects of society.
2. Women’s Euro Cup 2022 / Tour De France Femmes – These events could be placed under the topic of the sporting event as well, but their unique focus on women in sports makes them appropriate here as well. Held in England (July 6-31) and France (July 24- 31) respectively, both competitions allow you a tie-in for sports, women-centered news, and international sisterhood.
3. Women’s Leadership and Empowerment Conference – Women’s History Month opens with this conference on March 1-3. If you’re participating, visiting, or tuning in, it’s a great opportunity to highlight your company’s thought leadership on women’s active roles in the workplace.

 The Metaverse, Tech, and Other Conferences and Expos

2021 saw the birth of metaverse-related content, and 2022 is sure to see an even larger output of content. Almost every business is getting into the metaverse or plans to do so. Press releases are a great opportunity to make announcements of such plans, introduce new/ related services or products, or simply highlight participation in the global project. Events such as Metaverse Global Conference,  Web Summit, and Web 3.0 Conference all offer learning, participation, and PR opportunities that cut across industries.

Likewise, some of the biggest names in conferences and trade shows are still going strong, despite the lingering effects of COVID-19.

1. MWC Barcelona / MWC Shanghai – From Feb. 28-March 3, connectivity trailblazers, gurus, practitioners, and writers will convene in Barcelona, and they’ll meet up again June 29-July 1 in Shanghai. If you’re involved in the industry, want to learn more, or are planning on contributing to either event, use this opportunity to plan your PR.

RELATED: Mobile World Congress 2021: What’s Buzzing from Brands?

2. SXSW Conference and Festivals – Austin, Texas will host the annual cultural bellwether event on March 11-20. From entrepreneurship to entertainment, SXSW runs the gamut of topics for industry participation. If you’re attending or presenting, write about it! If there’s something under discussion related to your field of expertise, consider how you can formulate a release around the topic.
3. CIIE – With China’s influence on the international market apparent, this annual conference on imports and exports is definitely important to any company doing business in the country. Attendance, booth participation, or deals signed at the expo are a great way to create a story for your PR come Nov. 5-10.

Every year is unique, and while these are a few ways you can focus your PR efforts in 2022, it’s important to maintain flexibility. Jot down a few of them in your calendar, but be sure you also stay flexible. A good PR writer knows there’s always bound to be something new and important that nobody was expecting. With these events already plotted and ready, you’ll be better able to handle any of the curveballs (hopefully positive!) 2022 may throw at you.

Want more comms ideas? To kickstart the new year, we’ve put together an APAC Comms Calendar filled with event dates and ideas for each month to spark some inspiration for your campaigns.