By all means, the world has realized that it’s in the midst of an unprecedented crisis that is affecting every facet of our lives. How we create news and consume it has evolved to a great extent over these past few months. As communications professionals who work alongside the media on a day to day basis, the COVID-19 pandemic has given rise to a news affair that not even the most experienced public relations maestro has ever witnessed.
Every big published story undergoes a phase what we term as a “news cycle” – in other words, the time taken for a story to break, touch a pitch point, and then get filed away in the corner of our minds as “greyed news.” Through our day, the 24 hours of back to back news and a desperate need to reel the airwaves have led most of the news stories to afflict in a day; whilst big headlines survive a few days more. According to the severity, the impact for brands who depend on the media differs for public relations. So, what does this indicate for your brand or any other that wants to narrate a story right now, amidst a pandemic? The quick answer to this isn’t the one that you’d appreciate much. It just means you may want to postpone making an announcement – be it a story or launch of a campaign – until some time in the near future. And this, in itself, is the biggest impact that COVID-19 has brought to the public relations (PR) industry.
Homecoming to the traditional
Right from the start of the crisis, the world of social media has been flooded with posts and videos spreading misinformation about COVID-19. No, ingesting disinfection or consuming raw garlic won’t avert the threat of the disease. And the otherwise loved Corona beer has no connection with the coronavirus disease. And while the rumours made a shift from being ridiculous to irrational, the widely-spread information has surely reignited a renaissance in the traditional media (Yes, old is gold!) with constant false news wearing away trust at a time when accuracy and clarity of information are the need of the hour.
Authenticity remains paramount
Be it pre or post-COVID-19 era, if there’s one thing that has stayed constant, it is the consumers’ emphasis on authenticity. However, consumers are now, more than ever, gravitating towards brands that are providing real value to people during a time like this, not the ones taking benefit of the crisis and endorsing their latest deals and offers. Take the example of the fast-food chain – Subway – who was pushed to make an apology after one of its chains distributed free masks to people who purchased two or more sandwiches. This instance was perceived as a highly-insensitive and an opportunistic step, especially at a time when the world is facing a shortage of protective equipment.
On the other hand, the goodwill of Brewdog hit the headlines for all things right! Despite being heavily affected by the pandemic, they produced hand sanitizers from its distillery in Scotland to do as much as they could to help the people. The difference here is in the two different approaches – which seems nothing but astounding. Never before has meaningful and authentic brand communication been more important.
Shift in the workplace pattern
Perhaps, the most obvious yet crucial point to make about the impact of COVID-19 on the industry relates to how professionals are working and will continue to work in the near future. We have gone from visiting offices every day to seeing colleagues on Zoom calls, setting up meetings at coffee shops to hosting Zoom sessions. And while some organizations are hopeful of returning to their offices soon, a majority are embracing the “new normal”, the work from home a model, even from a long-term perspective. This means, balancing the company culture and constantly boosting employee morale will become even more vital for leaders and agency owners, since attracting and retaining the best talent still remains a huge priority.
Takeaway
How the communicators, also the backbone of the industry, communicate in PR makes a great deal. As long as PRs and communications professionals know that brands must continue to put people first and maintain transparency, the outcome is very less likely to differ as compared to the pre-pandemic phase. Thus, even though it may sound repetitive, but having a strong communications strategy right now is more important than ever before. At the end of the day, make sure you are narrating the right story in the right way to the right audience for the right purpose!