What 2022 will bring to communications

Will the ‘Great Resignation’ continue? Will trust in institutions rebound? Here’s a look at what’s ahead.

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Under “normal” (whatever that is) circumstances, 2022 would be a year where the professional communicator would be focused on major messaging opportunities like the Olympics, FIFA’s World Cup and a bunch of important elections.

But 2022 will be anything but normal. Brands are tossing their “return to office” plans into the shredder. Most of those elections appear to be a hot mess as far as brands go – nothing good will come of any messaging around them. And who knows what sporting events will actually happen. Just dealing with the vagaries of daily life will occupy most professional communicators.

But if I put on my communications prognosticator hat, I’ll venture a guess that a few of these scenarios will be highly likely to occur in 2022:

1. Employees will continue to tell employers to “take this job and shove it.”

Communications will be increasingly tasked with both retention and recruitment.

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