By the end of 2020, with the decline in COVID-19 cases, the entire country was instilled with fresh vigour to restart their work taking into account the economic recovery across the various sectors. Little did anyone anticipate the resurgence of the deadly virus not long before even completing a year.
Sustaining the shock for major part of 2020, the industry was once again caught in the midst of Sisyphean task to repeat the same vicious cycle of 2020 for yet another year. With the second wave being more intense, the businesses were obliged to take some difficult decisions to
make up for previous losses and at the same time ensure that they can sail
through the storm successfully.
As a result, the second wave has rendered businesses more frugal than ever before. In an attempt to slack off the unnecessary expenses, companies more often have made the mistake of evading PR services. But looking at the abrupt alteration shadowing the market, companies need to reconsider their decision of doing away with PR services.
With the industry opening up with the easing up of lockdown restrictions, companies are too desperate to scale their business to pre-COVID times. Hence, the majority of the time, they are overwhelmed with short-term goals. But contrary to their notion, PR activity will garner double-fold results. It will achieve not only the short-term goals for the company but will also pave the path for long-term recognition and acceptance by the audience.
Here are some benefits of hiring PR services amidst the pandemic for leaving an everlasting impact amongst the public:
It is paradoxical where PR services take a back seat resulting from the company’s circumspection. In the meantime, the entire focus and budget; are directed towards marketing and advertisement.
In reality, PR costs only a fraction of the budget allotted to advertisement and marketing and has benefits far more reaching when compared with paid endorsements. With robust internet penetration, the public today is well aware of the industry.
Despite marketing glamorizing the brand, audiences today prefer authentic brands that have made their space felt in the market with the help of earned media.
2) Remodelling the structure:
Considering that pandemic has disrupted the market, it is imperative for companies to don the emerging roles suiting the need of the hour. There is a need to reimagine the entire structure and strategy that addresses the pandemic situation.
Hence, to devise the plan ahead, expert advice is necessary where the PR role cannot be overruled. From communication to shaping the brand image relevant to the crisis at hand is well taken care of by PR experts.
3) Insight into consumer behaviour:
It is a truth universally acknowledged that customers are the deciding factor for any brand. A product emerges as a brand only when consumers are retained as loyal customers. Owing to this, companies constantly strive to reserve a loyal community of customers who have developed faith in the brand over time.
But with the advent of the pandemic, consumer sentiments have been hugely erratic. The lower-income has led to a dip in consumer confidence. Likewise, the brands need to reinstil their worth before the consumers.
Here, understanding the changing consumer behavior is crucial to deliver the desired result. Considering that PR acts as the bridge between the brand and the audience, PR experts have the ability to decipher consumer aspirations.
4) Spearhead brand creativity:
It has become a prerequisite for the brands to stand out from the crowd, especially during pandemic times when the market has disrupted. The glitch in budget inflow has also imparted resistance in experimenting with new creative ideas.
The expert advisory, in the capacity of PR experts aid in striking just the right communication having the right mix of ingenuity, compassion, and authenticity; answering the consumer’s scepticism.
Hence, looking at the multi-faceted advantages of PR, companies, especially startups and SMEs should seek PR services to effectively manage the crisis at present and leave an everlasting impact in the long run.
Authored article by Apoorva Dixit, PR & Communications Professional at Twenty7 Inc.