Advertising and PR: their journey through the hurdles imposed by the pandemic
– Khushboo Verma, Trivium PR
Advertising and PR: People across the world have witnessed some of the most disastrous and traumatic conditions, this year and not to forget we have only put half of 2020 behind us. With a virus taking a few lives in the Wuhan city of China, to it spreading worldwide like a wildfire, the Covid-19 pandemic has been a nightmare. The mention of social distancing, new norms to engage in public gatherings, continuous use of masks, frequent use of sanitizers is age-old information now.
Every line of the profession has been affected drastically with pay cuts, job uncertainty, and above all no concrete vision of a potential tomorrow. The number of mental illness cases is on an all-time high and people are desperate to step out of their houses. Given the current scenario, it will be safe to conclude that we are nowhere near to approaching a normal day in the near future.
Just like other occupations, professionals from advertising and public relations too are facing a ton of challenges, given the changing consumer trends and behavior patterns. In any case, they are constantly experimenting and trying out various permutations and combinations to pull off a successful plan.
Ask yourself if now then how and if not then when?
Advertisers and PR practitioners have to be extremely alert to all the news floating around them. There are a lot of opportunities that are swinging by, but the right thing to do is to wait for the right chance and tap on it at a suitable time. The audience has already suffered vastly and it is only advisable to ensure you do not hurt their sentiments in the smallest way possible.
It is essential that media professionals make use of the new normal in connecting with the target market. The crucial part is to incorporate. The factors of social distancing, promoting the aspect of ‘staying at home’, wearing masks, and taking precautionary measures while building a close-knit family among your product/ services’ potential buyers.
The focus should center on how the world online is progressing faster than ever. Everything from internet shopping to online lectures to online entertainment platforms has entirely changed. With a generation that was born under the influence of digital tools at an arms distance. It has now become the generation that accesses our phones before toothbrushes every morning.
Does your story/ idea have what it takes to turn heads?
The cancellation of live events has left us at a dead end with respect to most of the public gatherings and events that have been taking place over the years. The world of sports, concerts, events has embarked on a blind spot. This has taken away work opportunities too.
Advertising and PR experts should be on the lookout for stories that will inspire the world to keep going. They should be swift in recognizing what is it that will turn eyeballs to their piece of information or creative work. It is time for them to focus on building and thereby strengthening their ties with the audience. People remember not the ones that came during times of need but the ones who stayed. Hence, brands should walk the extra mile and create that something ‘more’ to be looked back at.
Give your audience the breeze of fresh air instead of piling up the stack:
Your work may still crack the secret code of finding a unique story and concept, but it is important that. It is a refreshing piece of content for the audience. With the mass production of new articles, brand campaigns, and stories. The idea you narrate should not add to the monotonous cycle.
The ultimate goal is to help your audience relax and communicate. That you are by their side in getting through the current scenario. The one to walk out a winner will be the one who gets this balance figured and right where it comforts them.
“Make sure you have finished speaking before your audience has finished listening”.