The PR industry is the ‘baby’ of the digitalisation era – meaning, I believe it can survive anything. In a time where we were plagued by unprecedented changes, anxieties, and crises, PR stood its ground and embraced the ‘work from home’ trend to flourish much more than expected. Does that mean we’re invincible? No. Merely quick to think on our feet.
We have supported the strength of our employees through better communication and collaboration, increased flexibility, and of course, updated technology. Covid-19 is far from over and yet the PR industry is at a pace and path like no other. It is, perhaps, wise to look at the challenges that plagued the employee strata these last few years, and these were anything from loss of loved ones and salary reductions, to worsening mental health. Additionally, the severe change from an office environment to work from home put immense pressure on employees as well as the pillars of many organisations. Why then is the world saying that the PR industry may be ‘resilient’ after all?
Many say it is due to the constant updates in technology and the ‘Road-runner’ pace we’re taking development in that has smoothened the ‘work from home’ change, but I believe it is because we have evolved in maintaining, handling, and building relationships among employees and consumers. However, we were not the only ones to change. Customers changed too – they became more aware, more purpose driven, more involved in their agendas, and this is where communication could prove weak due to the work from home aspect.
The pandemic – Before and after
The PR industry found itself in a very rocky predicament in FY2020, with a 61% drop in fee income, and 40% of the industry complaining of severe losses. Campaigns had to be cancelled, employees to be let go, and there were fewer retainers in the market. In March 2020, the work from home trend rolled out in what was the first phase of the lockdown. And what did we find? That work was efficient, timely, and the clients were getting what they wanted. Companies began adapting to the practice rapidly, learning new and better modes of online communication on the way. Slowly, there were proper log-on and log-off practices put into place, elaborate plans to analyse and note activity across the company, and with that, life breathed back into the PR industry.
Clearer communication was the need of the hour and as the industry adapted; it found it could achieve elevated levels of working along with maintaining a fine balance between different departments. The pandemic has changed the way we think, and that includes the employee strata employed by the PR industry – they want more personalisation of their space and prefer to work remotely so as to remain close to their family and friends. In short, work from home has made us energy efficient while reducing our operational costs and resources. Fortunately for us virtual seems to be the new reality, and that only increases the technological advancement PR can stumble upon. Better quality video meetings, faster internet connections, and artificial intelligence at the tips of our fingertips – how could PR not flourish?
The biggest question many people are perplexed with is – isn’t the PR industry balanced with face-to-face interactions and understanding the consumer and their needs? How has it still transitioned so smoothly? The answer is simple – the more we grow and develop, the more options there are for PR. We are one of the few industries that are like an ‘amoeba’, we can absorb whatever comes our way to take the positives from it and emerge from the other side. What face-to-face meetings could accomplish has been left behind by technological advancement and elaborate plans put into place to converse with the client.
Work from home has worked well for us so far and the industry has been fortunate for that. However, we cannot ignore that Covid-19 is fading and corporates and MNCs across the world are resuming work from office as a rule for their employees. The pandemic did not just grow in financial numbers, it also grew in size. Organisations employed the ‘best’ from different corners of the country in anticipation of a ‘work from home’ culture. This very decision is potentially causing problems when it comes to employees wanting to uproot to join a full time office. However, time will tell what becomes of the PR industry once work from office is resumed in full force. Chances are that even though work from home has posed no particular problem for the PR industry, offices will resume by next year completely.
Key takeaways
Client-agency relationships are the essence of every PR firm and as long as that relationship is maintained and prioritised the industry will stand strong. Our employees are perhaps the ones who need our attention in these trying times, and it is imperative for us to arrange counselling and ice-breaking sessions for employees who live and work from home. Most importantly, the industry must work at building a positive and motivational work environment so as to bring out the correct dynamics in an office. Where hierarchy must be followed, fellow employees should be given the chance to make a difference even if they do not stand in the confines of the office.
Additionally, the PR industry has had a very understanding approach with all their employees, further encouraging them to apply for job opportunities in the industry. All in all, PR has stood strong against the test of time and changing trends, and it will continue to do so with its resilience and strength.
Views expressed are personal.
