Everything has changed. The world we knew just two months ago is vastly different to the one we are now living and working in. This change in our everyday lives is not a small blip and behaviours will not suddenly revert back to life pre COVID-19.
We have all travelled different paths, learned new lessons and seen a lot of things differently. Be it having a new found respect for those who are classed as front-line workers, witnessed how valuable yet how vulnerable our healthcare service is, learned more about the strengths and weaknesses in our businesses or realised that there is more to being a stay-at-home parent than cooking and nap time.
No matter where your path started pre COVID-19, not many people can put their hands up and say they have not learned anything or will do nothing differently in a post COVID-19 world.
This is the realism of the changing consumer mindset and the context that all our comms should be filtered through moving forward! Brands and companies’ marketing plans for 2020 could be all but redundant with none of the planned activity now relevant to this new world. Or, plans may just need to be adjusted to reflect this new normal, however one thing is for sure, we can’t just pick up where we left off.
We are now operating in the era of purpose driven communications:
pur◦pose n. - The reason for which something is done or created or for which something exists.
In what will be our new normal, PURPOSE will be a major factor for all businesses and organisations. It is time for brands and agencies to adapt.
Public Relations is one of the most effective ways to build a solid reputation for your business and let people know about it. Companies who invest in purposeful PR can see larger and better ROI.
When used effectively, PR can transform the profitability of a business, can help a business bounce back from times of crises and can create a community that believes in the need for that organisation. Doing PR effectively and with purpose is more than the reach of a Facebook post. It’s about how an organisation is contributing, communicating with its stakeholders, reaching new audiences, and helping businesses to deliver on their core goals.
So, post COVID-19 and post-lockdown, what will be the purpose of public relations in your business? How can your business and marketing be more purposeful?
Make it a difference, it matters.
“Efforts and courage are not enough without purpose and direction.” John F.Kennedy