A guide to some of the biggest issues for the public relations profession for the year ahead.

1. Challenges and opportunities for public relations 2022
Almanac

2. This isn’t a review of 2021, or even a series of predictions for 2022.
Think of it as an almanac, a guide to some of the biggest issues for our profession for the year ahead.
You’ll find eight short essays with links to further reading, so that you can check our working.
We’ve used the noisiest conversations in our community of practice as our guide. You’d be welcome to join us.
Stephen Waddington
December 2021

3. Strategic issues for management and public relations
Google and Meta must not be allowed to displace the internet
Misinformation: The internet is a sewer
Levelling up audiences
Diversity in public relations practice will take more than a generation to fix
Home comforts and office politics
Earned media in flux, owned media ascending
Public relations roared back from COVID-19 so why does it feel so tough?

4. Strategic issues for management and public relations
Almanac

5. Data and digital - Corporate Digital Responsibility has emerged as a broad set of responsibilities related to the application and
management of data and digital technologies. This is a critical risk issue for boards considering high-profile failures in data and
digital governance, regulatory issues, and data breaches.
Value of the environment - The Economics of Biodiversity: The Dasgupta Review by Sir Partha Sarathi Dasgupta describes how
free markets driven by financial metrics are damaging the natural environment by failing to place a value on natural assets.
Carbon as a metric - PR practitioners must measure carbon in the rush to address ESG concerns as a report suggests that the UK
is woefully unprepared for climate risk. The PR industry congratulates itself for banishing AVE from awards. It must recognise that
carbon is the single most important metric for sustainability.
Artificial intelligence - The UK Government’s National AI strategy outlines a plan to invest in the AI ecosystem, to support the
transition to an AI-enabled economy, and to ensure the governance of technologies. It includes a commitment to R&D and initia-
tives to address skills gaps.
UK industrial growth - Build Back Better is the Government’s strategic plan to support economic growth through investment in
infrastructure, skills, and innovation. It was published as part of the budget announcement and is an important read for anyone
developing strategies for investment or scaling.
COVID-19 aside, a series of strategic issues has emerged as an opportunity for organisations over the past year. Public relations
practitioners would be well advised to be across these issues:

6. Further reading
Corporate Digital Responsibility, Allegory, 29 July 2021, https://wadds.co/3pHoDDF
The Economics of Biodiversity: The Dasgupta Review, Sir Partha Sarathi Dasgupta, 3 February 2021, https://wadds.co/3GKUt9x
Carbon as a PR metric but who's counting? Stephen Waddington, 16 June 2021, https://wadds.co/3GvW6Yg
National AI Strategy, UK Government, 22 September 2021, https://wadds.co/3rXbedr
Build Back Better: our plan for growth, UK Government, 3 March 2021, https://wadds.co/30cbUA7

7. Google and Meta must not be allowed to displace the internet
Almanac

8. The 1990s was a hugely optimistic time for the internet. It promised to dislodge traditional media and enable any individual, organ-
isation or brand to become a publisher. Steve Earl and I captured many of these shifts in organisational communication in Brand
Anarchy and Brand Vandals.
Three decades on I’m less positive. The internet itself has been disintermediated by huge companies, notably Google and Meta. These
companies have a stranglehold on advertising and have effectively become a tax on small and medium-sized business.
Regulators have been unable to keep up with the changes in media, not just from an anti-competitive standpoint, but also in adhering
to ethical standards. In the past year Facebook has proven unfit to regulate itself. A whistleblower revealed that its Instagram service
has been proven to promote poor mental health amongst teens.
There’s also a huge threat to the democratic process. Researchers are beginning to understand the impact of Meta’s Facebook platform
on Brexit and the US election both directly and through misinformation. That sovereign nations can block services is a twin threat to
democracy that provides no comfort. Regulation must surely be inevitable.
A personal goal for 2022 is to wean myself off Meta’s services but I have yet to figure out an effective plan of action. The network effect
and friction are strong.

9. Brand Anarchy, Steve Earl and Stephen Waddington, 29 March 2021, https://wadds.co/3DI58Ql
The Four: The Hidden DNA of Amazon, Apple, Facebook and Google, 1 January 2018, https://wadds.co/3rZOCsK
Facebook Knows Instagram Is Toxic for Teen Girls, Company Documents Show, Wall Street Journal, 14 September 2021, https://wadds.co/30kgz31
Facebook's role in Brexit — and the threat to democracy, Carole Cadwalladr, 10 June 2019, https://wadds.co/3oLCsS2
Further reading

10. Misinformation: The internet is a sewer
Almanac

11. The Edelman Trust Barometer 2021 reports an epidemic of misinformation and widespread mistrust. Government (41%) and re-
ligious leaders (42%) are least trusted while local communities (62%), employers (63%) and scientists (73%) are the most trusted.
Search engines are the most trusted form of media (56%).
Facebook took down 1.3 million fake accounts between October and December 2020. It also removed more than 12 million pieces of
content about COVID-19 and vaccines which global health experts flagged as misinformation.
A mere 12 influencers are responsible for anti-vax misinformation according to the Center for Countering Digital Hate. They have a
combined following of 59 million across Facebook, Google and Twitter. 95% of COVID-19 misinformation was not removed.
Facebook has 35,000 people working on tackling misinformation. It clearly isn’t enough.
Neiman Labs suggests strategies to counter misinformation include downranking, editorial panels, labelling and removal. The instinct
of a communication profession is to correct and rebuke fake news. Doing nothing might be the best option to avoid triggering a Strei-
sand effect.
Birmingham’s Director of Public Health has taken an innovative approach, asking volunteers to help share the city’s public health
content in the fight against COVID-19 misinformation.
Transparency is the best counter to misinformation.

12. 2021 Edelman Trust Barometer, Edelman, 13 January 2021, https://wadds.co/31Ho3h6
How we’re tackling misinformation across our apps, Facebook, 22 March 2021, https://wadds.co/3GyVPUF
Shadow bans, fact-checks, info hubs: The big guide to how platforms are handling misinformation in 2021, Neiman Labs, 15 June 2021, https://wadds.co/31MJ9u0
How to reduce the spread of fake news by doing nothing, Neiman Labs, 5 January 2021, https://wadds.co/3DDEk3x
Recruiting an army of local social sharers to drown out the false news, Dan Slee, 30 January 2021, https://wadds.co/31JNYor
Further reading

13. Levelling up audiences
Almanac

14. One in eight people has some form of disability according to the World Health Organisation. It estimates that two billion people
will need at least one assistive communication, memory, or hearing aid in the next 10 years.
The PRCA has published guidelines to help communicators improve the accessibility of their communication. It covers content, media,
influencers, and events and is packed with practical tools, advice, and case studies.
Most of the tools needed to produce accessible communications are free and readily available. Microsoft has a suite of tools within
Office 365 that includes an embedded Accessibility Checker tool, and Microsoft Teams offers live captioning.
Accessibility is a significant area of investment for social networks and media platforms. YouTube added live captioning to streamers,
caption translation to mobile, and searchable captions in transcripts. Instagram’s web app makes it easier to upload and manipulate im-
ages and add accessibility information.
It’s also an issue of writing style. In To Be Clear: A Style Guide for Business Writing author Philip Collins says business writing has
become dreary, boring, and incomprehensible, with jargon, clichés, and nonsense.
Fight it.

15. Accessible communications guidelines published by PRCA, Stephen Waddington, 21 April 2021, https://wadds.co/309Z8Sv
In To Be Clear: A Style Guide for Business Writing, Philip Collins, 3 June 2021, https://wadds.co/31PPAMQ
Further reading

16. Diversity in public relations practice will take more than a
generation to fix
Almanac

17. The numbers tell the story. A voluntary UK agency pay gap survey by PRWeek found that BME staff receive 77% of the average pay,
while female staff receive 94% of the average pay. 30 agencies submitted data to the project. None of the top 20 agencies participat-
ed.
Education and workplace practices are critical to change according to the Creative Industries Policy & Evidence Centre. Socially Mobile
launched in July 2021 with the ambition to address the working class gap of 13,500 practitioners in the UK public relations industry.
The Leader Like Me team Advita Patel and Priya Bates has created a database of underrepresented speakers in marketing, media and
public relations. A Leader Like Me helps underrepresented women and non-binary people of colour progress in their career.
The Government Communication Service has published a best practice guide to writing about ethnicity, including words and phrases
to use and avoid, and how to describe ethnic minorities and different ethnic groups.
Subjects should have an active part in how their story is told to overcome bias. The Institute of Development Studies has published best
practice guidelines for inclusive storytelling.
Addressing diversity in the make-up of public relations and in practice, is a long game.

18. In numbers: The PRWeek Pay Gap report, PRWeek, https://wadds.co/31GoIze
Addressing the working class inequality gap in the creative industries, Stephen Waddington, 21 October 2021, https://wadds.co/3EIsCpA
Socially Mobile, Accessed 12 December 2021, https://wadds.co/3yqzSEj
A Leader Like Me, Accessed 12 December 2021, https://wadds.co/3yjVa6y
A Leader Like Me database of underrepresented speakers, A Leader Like Me, Accessed 12 December 2021, https://wadds.co/3oDBLKw
Writing about ethnicity, Government Communication Service, December 2021, https://wadds.co/3oAWL4B
Tackling bias in how we create and tell stories, Natalie Orringe, 15 July 2021, https://wadds.co/3EIulLA
Further reading

19. Home comforts and office politics
Almanac

20. The proportion of people working from home due to COVID-19 doubled in 2020 although it remains a minority. Data published by
the Office for National Statistics records that 25.9% of employees worked from home during the pandemic.
The relationship between home and work has been changed forever for office workers. It’s good for flexibility but also makes it hard to
enforce boundaries. Productivity hasn’t slipped but that’s because people work longer hours.
Messaging apps light up at dawn and don’t go dark until after nightfall. That’s not a good thing.
Home working makes tacit learning and formal training difficult. It also limits casual conversation and cultural exchanges. We really do
miss the conversation around the microwave reheating yesterday’s dinner.
The future of work appears to be a hybrid combination of home and office, however everyone brings their personal experience to the
conversation. It’s critical that we listen to diverse voices from the future workforce as we make plans.

21. Homeworking in the UK Labour Market: 2020, ONS, 17 May 2021, https://wadds.co/3IB909u
I’m working from home get me out of here, Stephen Waddington, 4 March 2021, https://wadds.co/3oCG3lt
Further reading

22. Earned media in flux, owned media ascending
Almanac

23. A rise in trust in the media as a source of information during the COVID-19 crisis has been short-lived, according to the Reuters
Institute. News media is at the heart of polarised public conversation on issues such as climate, Brexit, and vaccines, weaponised by
social media platforms.
Ofcom has launched a consultation to inform its next steps on media plurality in the UK. It is seeking input from stakeholders on
specific features of the current news media landscape, as well as consulting on proposed changes to the media ownership rules. Regula-
tion for platforms is also firmly on the agenda.
The UK’s regional print daily newspapers saw circulations fall by an average of 18% in the second half of 2020. The hardest-hit daily was
the Manchester Evening News which saw its circulation fall year-on-year by 46% between July and December.
Database vendors are adding newsletter authors to media database. It's a sign of the times. Traditional publications, digital-first outlets
and influencers have embraced the format to build stronger relationships with their audiences.
COVID-19 has driven the adoption of newsletter subscriptions and YouTube by investors according to a survey by Brunswick. Compa-
ny investor relations pages are investors’ most used and most trusted source of information, however presence on social media is also
important.

24. Overcoming indifference: what attitudes towards news tell us about building trust, Reuters Institute, 9 September 2021, https://wadds.co/3oFtCWb
Statement: the future of media plurality in the UK, Ofcom, https://wadds.co/30n3EgK
ABCs: UK local newspaper sales hard-hit by pandemic with dailies down by average of 18%, Press Gazette, 24 February 2021, https://wadds.co/3rVDgFY
Digital Investor Survey 2021, Brunswick, 18 March 2021, https://wadds.co/3rVZgR5
Further reading

25. Public relations roared back from COVID-19 so why does it
feel so tough?
Almanac

26. Here's the commercial. Wadds Inc. supports agencies with issues related to growth and sustainability. This agency market is our
home.
COVID-19 has seen an explosion of new public relations agencies in the UK. The Wadds Inc. COVID-19 UK PR Agency Startup report
explored what has driven this burst of entrepreneurial activity. It’s a hugely optimistic and powerful legacy from an awful period.
Agencies no longer need to be based in London to access talent and clients, if indeed they ever did. A shift away from the capital by
agencies is likely to be a second order effect of the pandemic. We are going to track the number of practitioners working outside of
London each month to see if this becomes a reality.
The 2021 version of PRWeek’s annual Top 150 UK Consultancies table shows the impact COVID-19 has had on the sector. It shows that
aggregate revenue earned by the Top 150 agencies was down 4.3% to £1.36bn in 2020 compared to £1.42bn in 2019.
Meanwhile PRovoke Media’s ranking of the world's top public relations agencies in 2021 told a story of innovation and resilience.
The data reflected the UK market. Overall, the industry shrank by 4% but is expected to recover strongly in 2021.
The PRCA PR and Communications Census 2021 tells a story of the industry recovery. A recent poll of business leaders by the CIPR
predicted a boom to come. The industry has roared back but the data masks the sheer exhaustion among practitioners of operating at
pace in extraordinary circumstances over the past two years.
Look after yourselves.

27. COVID-19 UK public relations agency startup report, Wadds Inc., 27 May 2021, https://wadds.co/3DFA8jQ
PRWeek Top 150 overview: Revenue slides, but optimism reigns for 2021, PR Week, 20 April 2021, https://wadds.co/3DHo3e2
2021 agency rankings: Resilient global PR industry declines 4% amid COVID-19 pandemic, PRovoke Media, 13 May 2021, https://wadds.co/3oBFqIS
The PRCA PR and Communications Census 2021, PRCA, 8 December 2021, https://wadds.co/3m0nztw
Two-thirds of businesses planning to recruit or hire PR in coming months, CIPR, 8 December 2021, https://wadds.co/33sizHL
Further reading

28. Wadds Inc. is a professional advisory firm for agencies and communication teams,
founded by Managing Partner Stephen Waddington.
We engage with clients around a manifesto focused on change, sustainable growth,
working better and smarter, teaching, leadership, and community.
We are proud to work with agency clients including Blackhouse Media, Clearly PR,
Don't Cry Wolf, Lynn PR, Miramar Group, Reuben Sinclair, SourceCode,
Story Comms and Vixen Labs.
https://wadds.co.uk/wadds-inc-manifesto
stephen.waddington@wadds.co.uk
About Wadds Inc.