And Why It’s Still Important for Your Brand.

Over the past couple of years it seems like a lot has changed - for a start, back in 2019 the only social distancing we did was avoiding people before our first morning coffee. The PR landscape hasn’t avoided these shifts, and has seen a few key changes and evolutions.

After the initial upheaval, confusion and abundance of banana bread, new ways of working began emerging - maybe not quite a ‘new normal’, but a definite shift in the way we operate within PR, as well as how the public respond to brands. These are a couple of the major ways the COVID-19 pandemic has changed PR.

The Need to Be More Reactive Than Ever

One of the big things that’s grown in importance is the need to be even more reactive when thinking about PR angles. Keeping an eye on the latest changes and adapting brand messages accordingly. The news agenda has been led by changing global events, with topics such as health, employment and education making their way to the top of the lists. This means it’s become even more important to be able to see the part your business plays within the wider news landscape, and being quick off the mark to get your voice heard as events shift.

Sorry, I Think You’re on Mute

One of the most obvious changes has been physical, with all of us getting a little too acquainted with our own four walls. Whilst the turn towards digital media was by no means new by the time the pandemic came around, global lockdowns accelerated the trend.

With many physical shops closed, and a growing number of people turning to the internet, being able to have a website that performs well for your brand became a further essential. That means backlinks from good PR placements can give you that extra boost to your search rankings and assert yourself amongst the competition.

For the media, lockdown meant a reliance on virtual interviews and zoom chats (with the occasional guest appearances from stray children and pets.) For businesses, there have been new opportunities to show off what they do, opening up the world to anyone with a camera and a Zoom link.

The way we consume media has also changed, with more of us glued to our screens than ever - whilst spending time at home, TV consumption saw a 48% rise since the beginning of the pandemic. Digital media has also continued to have strong cut through, and blogs, social media accounts and influencers have had more space to connect with their followers.

Increasingly, people are looking for sources they can trust and relate to - and branching out to social media to keep up to date with the world around them.

Getting Personal

During these two years, more than before, building relationships has been particularly important, both between brands and the media, and brands and their clients and customers. PR has always offered a great opportunity to build trust, and in a world where people are searching for authoritative voices and authenticity, it's an essential way to connect with your audience.

Importantly, PR gives businesses the space to show the people behind the brands, and offer that all important human side. Whether it’s a founder profile, or an employee interview, PR lets you get your brand's voice out there.

The rise of influencer marketing had already started, but as we sought out new forms of entertainment and interaction, we’ve begun to take more recommendations from the celebs, bloggers and personalities we follow. Where face to face recommendations and sales had to take a back seat, familiar voices on social media began to take more prominence. Estimates suggest the influencer market stood at around $9.7 billion in 2020 and had grown to $13.8 billion in 2021.

When we think about influencers, the likes of reality stars with millions of followers, and millions of dollars, tend to come to mind. But influencer marketing can come from anyone in your industry or target audience who has a trusted voice, growing audience and is the right fit for your brand and business.