After two years of suffering through a pandemic that challenged international companies and organisations to the max, we thought 2022 would be the year of recovery and somewhat bring us back to a more confortable new normal. Instead Europe has to handle war and enhanced geopolitical challenges that most likely will stay with us for a long time. The world has changed - again. This puts great preassure on PR departments and PR agencies around the world. Are you ready for an upredictable and quickly changing 2022?

The good news are that the nature of PR is flexible, since it always have to consider the surrounding context and the world outside. Kristen Wessel, a member of Forbes Communication Council shares her best PR advices for an unpredictable 2022, where flexibility is the key word. Read her full report here

1. Create personalised pitches to journalists. Tailored messages to the individual editor instead of generic texts to all.

2. Combine affiliate marketing with PR. There are elements in the PR method and skills in the PR teram that will resonate well with your target group.

3. Planning is out - flexibility in. In uncertain times you need to be able to quickly change strtaegy, key messages and timings for activities.

4. Build deeper media relationships: Make sure you are in touch with journalists not only when you need them. Solid relationsships are more important when things might change or happen quickly.