PR Trends during a Crisis

AS the country, after so many years of getting freedom, is still confronted with some of the major problems, especially in areas such as health, literacy, population control, terrorism and extremism and so on, communication professionals should help in these areas.

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Thus Public Relations must contribute towards developmental oriented communication. A crisis is an evolutionary moment not just for businesses in general, but for PR in particular. I feel PR could finally step into the leading role it's always longed for. The reasons are many.

Because it strengthens relationships:

PR's main strength lies in building relationships. Relationship builders who work in PR know that to move through crisis, fostering cooperation rather than leaping to blame is the best way to successfully get things done. In fact, going through difficult times together as agencies and clients improves relationships tenfold. It shows that you are a solid and trustworthy partner.

Because it builds trust:

Central to building relationships is trust, a company's most valuable asset, and gaining it is in PR's wheelhouse.

Those with the leadership to act during crisis strengthen the bond they have with their consumers. Adapting to changing public opinion during the pandemic was a make-or-break skill. It's up to us, the communicators, to (re)build trust with the public, and pass on public opinion to management.

Because it keeps brands relevant: