WITH a nationwide quarantine disrupting our professional lives for almost two months, one drastic change we’ve had to adjust to is our near-zero mobility. Suddenly, no more zipping from client presentations to staff meetings to social lunches to—at day’s end—big-budget, high-profile events. A cramped social agenda or the label “workaholic” has lost its appeal.
For the career-driven among us, however, quarantine safety protocols, like “sheltering in place,” serve as a speed bump. We now have more time in our hands yet employ more judicious ways to use it. Flexibility has become a work ally, and so has our ability to intuit how we may continue to flourish during this crisis.
Many people are hoping that we will “wake up” to a kinder world after the lessons shall have been learned. Social distancing may compel us to stop being touchy-feely like hugging, shaking each other’s hands or giving each other a buss on the cheek. Yet, we can be more emotionally connected with those who are in our life journey by sharing wisdom, kindness, and even humor.
There may be no going back to “normal” because the pandemic has altered the course of global economies, including ours. How do we now turn this crisis into an opportunity and navigate the tricky waters of Public Relations, post-pandemic?
We asked several of our Ipra colleagues to give us their personal opinions on how they think Covid-19 has impacted the communications industry and the Philippine business landscape. Here’s what they said:
Abigail Ho-Torres
AVP and Head, Advocacy and Marketing, Maynilad Water Services Inc.
The enhanced community quarantine (ECQ) has forced me, as a PR and marketing practitioner, to rethink communication and engagement strategies. Since it is currently impossible to hold events and personal meet-ups, we have to resort to virtual channels for our stakeholder engagement.
It’s not as easy as it sounds. Filipinos are mostly social beings who are wired to respond more positively to face-to-face interaction than to emotionless messages or static social media posts. Take away the physical interaction element, and you’ve lost a key ingredient in engaging your stakeholder in a more personal way.
Given what seems to be the “new normal,” communicators who rely heavily on chika-chika and pa-cute interaction to develop meaningful relationships with their publics will have to beef up their engagement arsenal with other strategic and creative approaches that do not require physical interaction.
On a personal note, I think the ECQ has made me realize that I may be a closet introvert. I like the work-from-home scheme and find that I accomplish more when not chained to my office desk. I still miss my friends, and look forward to the day when I can have another lunch outing with my teammates, but I now understand the appeal of a hermit life.
Jingjing Villanueva-Romero
Founder and CEO, Stratos Public Relations Consultancy
I am loving this new normal. The lockdown has proven that WFH is workable. Technology has so liberated the work force that there is no need for physical presence for meetings to happen with the staff and client. There is Zoom, FaceTime, e-mail, Viber, Messenger and many others. The outputs do not fall short of expectations. The staff need not go through time-consuming traffic; outputs are delivered even before deadlines. Clients get results early and are happy. Meetings need not be set up days in advance as we now work on flexitime. It can be first thing in the morning or during the peak of the usual rush hour traffic or even after the traditional office hours. I think the staff are happier working from home. We can all work in our jammies, eat regular meals, and spend more time on bonding with family members. Not to mention having more time for personal prayers.
Karen Alparce-Villanueva
Board Member of International Alliance of Patients’ Organizations (IAPO); Board Member of Philippine Alliance of Patient Organizations (PAPO); former PhilHealth Board Member; and Consultant of the DOH Health Promotions and Communications Services Unit
PR practice, post-pandemic, will follow the new norm of physical distancing and more use of technology and virtual meetings. For sometime, we will not expect big gatherings but we will need to connect with our audiences through different communication channels. In terms of messaging, we will see a shift in focus on the values of solidarity, caring for others, and respect for the environment. It will not be business as usual. I foresee a gentler, kinder, and more mindful approach in doing business and in relating to others. The Covid-19 pandemic is a wake-up call to everyone and as PR professionals, we need to steer the future toward a more humane society.
Millie Dizon
Senior Vice President for Marketing and Communications of SM
Communications in the coronavirus age is still evolving, so I think it would be premature to make any blanket speculations on its impact on public relations. But one thing is sure: things will never be the same again. With this, change should begin in each of us as PR practitioners face a brave new world. Hopefully, this will come with an attitude of gratitude for all blessings and opportunities we have received; with creativity, ingenuity and inspiration as we navigate through unchartered waters; with flexibility to adjust to the times, and with a greater heart for others.
Claire Papa
AVP for External Affairs of Unilab Inc.
Traditional PR planning will change.
Strengthening the digital infrastructure is a prime concern of organizations at this point to ensure the viability of the business and the daily rigors of operating it. Social distancing, even when the enhanced community quarantine is lifted or eased, will remain in force but in a calibrated way. The usual face-to-face engagements such as product launches, trade exhibits, and press conferences will not be favored at this time for health and security purposes. Hence, presence in the digital world and connection would be critical. And since the digital world defies time constraints, it follows that the way we do PR will also change. The traditional timelines for holding press briefings may no longer be followed given the instant nature of online news and social-media platforms. Budgets for the usual physical requirements of events will not be necessary. Access to information and sources of information will be more open. Creativity will be at its peak given the limitations of our current situation.
Critical key messaging. With Covid-19, people have become more concerned with what is essential and with what will help them survive. The public will now be more concerned about health and security. It is therefore a challenge for PR practitioners to be more critical about key messaging: to be able to present compelling values for a product, a service, an investment or even a luxury to be preferred or consumed. With the sudden shift of priorities, people will become more discerning with their choices and, to a certain extent, perhaps become more conservative about their lifestyle and even with their perception of who gives the real best value among influencers.
Corporate Social Responsibility will take an active role. Being Filipinos, we have always been known for our bayanihan spirit. Our resilience is brought about by our strong sense of family and community. Now, more than ever, is the time to be united in helping most especially the vulnerable and the underprivileged. With Covid-19, while the world stood still and the economy slowed down, corporations and even individuals are exerting efforts to extend help to those who need it. It should be anticipated that more companies and organizations will consider implementing leveled-up short- and long-term programs for corporate social responsibility that will ensure more security measures in times of pandemic. There will also be more coalitions among government agencies, corporations, and even NGOs.
Edd Fuentes
President and CEO of Fuentes Manila
The PR landscape will drastically change. Most agencies will downsize or close shop. There will be fewer clients with less budget but with more demands. So it will be more work for less money.
Print will be limited so we will be going digital. Because of social distancing, almost everything will be online—meetings, seminars, forums, events.
Survival will be the top priority of PR agencies, so we just have to work harder, be more creative, and more than ever start thinking out of the box.
PR Matters is a roundtable column by members of the local chapter of the United Kimgdom-based International Public Relations Association (Ipra), the world’s premiere association for senior communications professionals around the world. Joy Lumawig-Buensalido is the President and CEO of Buensalido & Associates Public Relations.
PR Matters is devoting a special column each month to answer our readers’ questions about public relations. Please send your questions or comments to askipraphil@gmail.com.