It is hard to believe that we’ve spent over three months of our lives in lockdown. I remember when the decision was made to close our office and have us working from home. Saying ‘bye’ to everyone felt as if we’d see each other again soon and life would resume as normal in just a couple of weeks.
It’s been a time of huge adjustment – personally and professionally, and just as we’re adapting to this new way of living and working, there now seems to be a sense of things slowly getting back to normal. As normality begins to resume ever-so-slightly, it’s to be expected that clients who may have up until now put PR on pause, will want campaigns and projects ramping back up or kickstarting.
So, how do we do this? The vast majority of PRs should be aware by now that our approach has had to change, and this will continue to be the case for the foreseeable. We now pitch and plan with so many more considerations than before. A ‘hard sell’ is out of the window, that’s for sure.
That said, it’s not all doom and gloom. To look on the bright side, this time in lockdown has sparked creativity and innovation in ways we’ve never seen before. While some of us may have been a little quieter than usual on the job front, there have been busy PRs putting out some brilliant work and it’s been a great time to look at their campaigns.
We should remember these and take them forward with us as inspiration – campaigns which cut-through during lockdown. It’s a tough time to sell-in when the news agenda has been heavily focused on the pandemic, so anything else that’s resonating is worth checking out.
Virtual events and campaigns, for example, have seen enormous success. With the ability to attract audiences on a truly global scale, it’s a no-brainer to keep these going and incorporate virtual elements into our campaigns in the future.
So, as we look ahead and start to plan and prepare strategies for our clients, as well as pitching new campaigns and stories to the media, it’s important we do it with creativity and innovation. Think that little bit harder and challenge yourself even more than you have done before, when drumming up angles and ideas.
It’s also been a time where campaigns which demonstrate doing and feeling good have resonated like never before. Stories of people doing good deeds and helping each other have provided an escape for us from the hard news.
We’ve all been through a lot personally, and this isn’t dissimilar from a business perspective. While this is a perfect time to let those creative juices flow, it’s equally vital that we recognise the need to be sensitive in our work. Be mindful that getting it wrong, even slightly, will be damaging to your client’s reputation long after this time has passed. If you’re unsure if an idea or story will be taken the wrong way, or even out of context, it’s probably time to get back to the drawing board.
Sensitivity and creativity can go hand in hand, just be sure to work with both in mind when planning and pitching your work.
Lockdown measures were put in place with speed and getting PR back up and running will no doubt happen with similar rapidity. It’s our time now to navigate our way forward with our clients and look ahead to a brighter future.
Interested to hear more? Get in touch with CommsPeople for help and support with your PR strategy.