27th National PR Congress Goes Digital, Tackles Industry Issues in the New Normal

The post-pandemic Philippine PR landscape, industry recovery efforts and pressing issues such as sustainability, resiliency, leadership during times of crises and diversity headline the upcoming 27th National Public Relations Congress.

Spearheaded and organized by the Public Relations Society of the Philippines (PRSP), the nation’s premier organization for public relations professionals, the annual gathering of communication professionals from all over the country will also try to look into how practitioners can maximize the changing market dynamic to boost the industry at the same time outline trends and opportunities moving forward. 

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Sustaining Communication with Your Audiences Even During a Pandemic

The COVID-19 pandemic caught us all off guard, forcing the world’s population to stay indoors for months now. Businesses and organizations have had to make quick adjustments to stay afloat. Companies were not able to anticipate the impact of the pandemic and prepare accordingly, and most are serving their clients and supporting their employees even when not in full capacity and while helping flatten the curve.

As many offices remain closed and normal business operations halted, budgets are running low and priorities need realignment. Sustaining pre-COVID-19 efforts, including PR plans, in such a scenario has been a key concern.

More businesses, in particular smaller ones, are implementing cost-cutting mechanisms, and PR activities are usually one of the first to be crossed out as they are generally seen as an expense item. Outside of the cost issues, social distancing protocols are rewriting the rules on gatherings and related PR activities, prompting many brands to cancel plans or look for alternative options.

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Shifting to the New Normal: Changing Perspectives and Behaviors

What have we been doing these past two and a half months in restricted living? How is quarantine life changing us? How ready are we to go out there again?

Having more free time than usual is certainly getting us doing more thinking and asking, yes, than usual. When done with WFH duties, in between Skype, Viber or Zoom meetings, after exercising, meditating, reading, gardening, writing, binge watching and all the other new hobbies we’ve developed, we find our thoughts moving to all sorts of directions and raising questions, mainly about what life would be after quarantine. These random thoughts attack with more intensity on weekends and all chores are done and we just sit in front of the TV or computer counting the hours away.

Riding the roller coaster of thoughts and emotions while stuck at home, we’ve certainly realized the advantages and disadvantages of this temporary quarantine life. Even as we get bored or feel anxious about our health and finances, we have more time for ourselves and with family. We are able to catch up on things and activities we have put on the backburner for so long. We can think more about our plans for the future: Students can think about what they really want to do. Young professionals can reflect on where they want to take their career and how. Businesses and organizations can assess their strengths and weaknesses and start working on whatever necessary changes they need to secure long-term viability.

But then our thoughts turn again to when returning to normal would be, if at all. When all this is over, how different would post-lockdown life be?

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