The Impact of Covid-19 on Public Relations
By Furkan Durucu | November 17, 2021
Ever thought of the pandemic and the effect it has had on society? Well, this is an informative blog about the pandemic and its effect on public relations. Looking around, we see the manifestation of some control measures wherein for example majority of governments across the globe implemented curfews, lockdowns, and travel restrictions. These measures were aimed at curbing the spread of Covid-19. However, the efforts came with adverse effects for most businesses. Some businesses closed down, while those which survived have implemented policies to reduce expenses. Companies have adopted a wait-and-see approach. These measures have significantly impacted the public relations industry. The Public Relations (PR) industry has adapted to reduced budgets, social media campaigns, fake news, and government lockdowns.
The Public Relations (PR) industry has been impacted by businesses reducing budgets meant for public relations. PR professionals have to cope with trifling budgets, despite being expected to innovate creative methods of interacting with the public to maintain brand loyalty. Do you ever wonder about the main functions of HR and how the virus has affected this realm? One of the functions of PR professionals is to maintain paid media public relations. This involves paying mass media such as newspapers, radio, and television to promote the company's content. Paid mass media requires a substantial amount of financing. Reduced budgets pose a challenge to PR professionals, as they have to undertake a delicate balancing act to determine which content gets to be promoted on mass media. This has led PR professionals to shift their focus to other platforms to promote their content.
PR experts have shifted their focus to social media as a result of the Covid-19 pandemic. Social media sites such as Instagram, Facebook, and Twitter offer PR experts an opportunity to communicate with the targeted public cost-effectively. PR experts can post updates such as upcoming product launches, release press statements, and publish articles. PR professionals have to find innovative methods of ensuring the content on social media is widely circulated. One such way is gaining more followers on social media. Another technique is using influencers to market the content for PR professionals. PR professionals have also resorted to using paid advertisements such as Twitter Ads and paid Facebook Ads. Such efforts are made to ensure that the products or services offered by companies remain relevant to consumers in the Covid-19 pandemic period.
The use of social media has generated the challenge of fake news and misinformation. Different myths are spreading on social media platforms regarding Covid-19. For example, one myth claims that UV bulbs can be used to kill the Covid-19 virus. PR departments of various companies must stay vigilant to identify fake news and misinformation regarding the products offered by their companies. Fake news can bring shame to a company, leading to a loss in clients.
The government imposed lockdowns, and the requirement for social distancing has also impacted PR regarding new product launches and media events. Product launches and media events offer an excellent opportunity for the PR department to interact with clients. Most PR teams have resulted in launching new products virtually on social media platforms. PR executives stand to gain some advantages from virtually launching products. These advantages include reduced costs, flexible selective audience, higher engagement with clients, and real-time follow-up. As vaccines continue to be administered across the globe, things are slowly going back to normal. Governments have begun to ease lockdowns and lift travel restrictions. Some aspects of PR, such as social media campaigns and virtual product launches, will remain relevant post the pandemic. The PR industry has proven resilient during turbulent times and will bounce back after the pandemic.
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Author’s Bio: Furkan Durucu is an international CSUN student studying Public Relations. He is passionate about establishing his own business back in his country Turkey. He enjoys playing soccer, badminton, traveling and discovering new places.