23 March 2021: Public Relations has remained one of the most consistent marketing tools over the years. The coronavirus resulted in a massive and rapid shock to our economy, both in terms of job losses and business closures. However, the pandemic has also allowed us the opportunity to accelerate the future. Public Relations practitioners are forever looking for new and creative ways to keep their clients happy.
While the unexpected pandemic has been unpleasant to endure, it has allowed Public Relations practitioners to be highly innovative in adapting to the ‘new normal’. Remote working has forced companies to move their operations from offices to makeshift workplaces in living rooms, kitchens, and bedrooms across South Africa. According to Business Insider, “Large corporates report a marked boost in productivity, along with other benefits, that will probably result in many adopting a ‘blended’ model of allowing employees to work from both the office and home in future.“
Public Relations practitioners are no strangers to the saying that ‘Change is inevitable’. We must continuously adapt in order to service our clients. The emergence of ‘new media’ (online, blogs, vlogs and podcasts) has shown a rapid increase in traffic, posing a major challenge to traditional media (print and broadcast). However, traditional media still plays a pivotal role in delivering content to its massive audience. The ‘new media’ though has proven to be far more effective, with the result that it is even being adopted by traditional media companies.
Public Relations Agencies like NGAGE are also finding innovative ways to develop content for our clients. How content is delivered, packaged and tracked has changed greatly in recent years. We are constantly refining how to measure return on investment and how to generate sales leads for clients. Which leads to the fundamental question: What value is Public Relations adding to your organisation?
The pandemic has catapulted our creative industry five years ahead of its time, so where to from here? I am sure this is the question everyone is asking, but do we know the answers? Change is uncomfortable and sometimes not very pleasant to endure, but it pushes us to exceed our limits and reach new opportunities. We are certainly in an exciting time for the Public Relations industry, especially with a renewed focus on the positioning of messaging and developing engaging content for the ‘new media’ platforms.