Good, bad or ugly: Impact of Covid-19 on PR Industry


Unfurling of the ‘Bad’ time and space COVID-19 has created:

Like any other sector, PR and Communications industry too is impacted due to this pandemic. As the clients retract retainers, prefer stirring or avoiding participating in media quotes and the most important battle is real-time crisis surfacing due to COVID-19 outbreak. Hence, Impact on PR Industry is enormous. 

In term of operations, the major challenge which is being faced is the cancellation of public launches and events, the traditional marketing and PR have completely gone for a hit. Also, the major challenge is to build clients visibility when the entire media universe is only reporting news of pandemic and the crisis. 

When we talk about the bad impact the of the COVID-19 on PR sector the first thing which pops up the mind is that will PR Industry be able to sustain? As we cannot deny the fact that the industries will start considering the hiring of PR agencies at least till sometime in the future hence, which can be a threat to the sector and that can be probably the ‘Ugly’ side. Crisis communication is something every PR sector should work on precisely during this pandemic, one should put in forth the context that communication has to be clear from the senior leadership team and leverage the tools of strategy for the respective clients during these pandemic crises. 

Covid-19- Exhuming the Hidden Good:

Evidently, the Covid-19 crisis has induced a mass humanizing effect. People are together in this all the social media platforms are flooded with tips and masses are showering empathies for every other human being. It is truly an unprecedented unity against a common enemy. The pandemic has seemed to urge the PR industry to opt for new innovative ideas for their client’s visibility. 

As we can see the Work from Home (WFH) scenarios has now been accepted as the new normal and the physical meetings are being replaced by web meetings through video conferencing tools such as Zoom calls. While WFH has some limitations, especially for PR professionals but now the team seems to have settled down to the circumstances.

Many PR firms have started investing a lot in digital storytelling. This as an opportunity to focus our creative energies in mobilizing wellness and welfare communication as well as in renewing hope and confidence through such creative ideas that benefit the consumers.

We should hopefully move past these crises with key learnings like how to effectively manage work from home, time management and new ways of working. Therefore, Stay invested and embrace technology, be relevant and flourish into greatness.

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