Considering that 2022 closed out on a low note, with economic uncertainty and widespread layoffs, it's safe to say everyone is hoping for a less turbulent and more prosperous year in 2023.

In the corporate world, a public relations team plays a vital role in making that prosperity a reality, helping companies navigate uncertain times by managing their brands and messaging in real-time.

Using smart strategies, PR professionals work to maintain companies' brand presence so when the economic climate improves (and it will), brand reputations are intact.

As the business and economic landscapes continue to evolve, our strategies and tactics as public relations professionals must evolve, too. Here are five trends your PR team should capitalize on to make 2023 a better year—perhaps even your best year yet.

1. Executive Social Media Management

The CEO and other executives are the public face of the company and a key part of its brand persona. Customers, the media, and even current and potential employees look at them as the personality of the company, setting the tone for its culture and industry expertise.

Having a robust and authentic executive social media presence humanizes your brand and makes your company feel accessible and relatable, both internally and externally. It can also be an important factor in recruitment and retention, as well as in managing public perception.

In 2023, LinkedIn influencers will become more popular as corporate leaders use LinkedIn and long-form personal posts to share their insights and positions on industry and societal issues. Look beyond the CEO: Promote other members of the C-suite as subject matter experts on social media. That approach demonstrates company expertise and projects an image of a well-rounded team to stakeholders and audiences.

CEOs are only as good as the team around them, so highlight your company's breadth of knowledge.

2. Glassdoor Management

Talent recruitment and retention are still a huge challenge for companies across all industries, even as the tech sector lays off staff en masse. The first place that potential new hires look when considering a new employer is Glassdoor, a public platform where current and previous employees can review and rate your organization. Many prospects won't even apply if the feedback there is negative.

Although organizations view Glassdoor management as an HR function, it's really a brand management effort. The PR team should be actively involved in the Glassdoor channel to monitor for and respond to negative (and positive!) feedback, especially if a layoff is in the works.

How you handle that process—and any other crisis—plays a crucial role in your employer reputation and recovery, and PR should be involved whether it's one disgruntled employee or a 10% reduction in the workforce.

3. Competitor Monitoring

Considering the way our economy is headed, there's a good chance a lot of companies may need to pull back on their marketing or product development efforts. Staying in tune with those developments allows the PR team to capitalize on opportunities to differentiate in the market.

Keeping a pulse on what products your competitor has announced will provide you with insight into how it is adapting to innovation and market need. New customer announcements will highlight the company's need for more credibility and validation for its sales team, whereas a new workplace award will uncover its motive to attract and retain talent.