With the ongoing financial pressures, there is a good chance that a person who was covering a particular field for a platform just a few years ago has a different focus and possibly even a different address.įor this reason, you can’t take it for granted that you will be able to reach everyone on your media list. There has also been a more significant focus on COVID-related issues. After all, in a crisis, the media deploys staff resources swiftly and dramatically across the board in the last one and a half years. However, just because you have access to your pre-COVID contacts doesn’t mean that your media outreach will be a piece of cake. Many PR professionals previously had a sizable contact list and, rather than starting from the beginning of the media relations process, their solution is to try and reconnect with their pre-COVID contacts. Either way, you might find yourself having to go back to square one when trying to build your media database. Or maybe they’re simply covering a different beat or not engaging in the same way they used to. Your contact might be on a different platform now. The reason for this is that many relationships they had spent years carefully building have gotten disconnected, off-track, paused, or broken during the last one and a half years. One of the biggest challenges PR professionals are facing in their attempts to return to how they were operating pre-COVID is reaching contacts they had previously made. Moreover, according to 49% of the people surveyed, PR budgets have been cut by 49%. However, as revealed by 57% of respondents, clients have changed their PR strategies to adapt to COVID-19. 59% are confident in their ability to work effectively during the pandemic. Nevertheless, these people are also dealing with more burnout and stress than ever before.Īccording to the same survey, nearly three-quarters of respondents (73%) are confident in the value of public relations in the face of COVID-19. According to recent research, many PR professionals feel confident about the value they have been providing during the pandemic. Since March 2020, the pandemic has changed the PR industry worldwide and will continue to do so in the foreseeable future.
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