The Covid-19 pandemic is unlike anything we have seen in our lifetimes. As it effectively grounded businesses and economic activities, those working in Lakeland public relations are forced to take stock of the methods they can use to continue building relationships with their clients, the media, and the public.
Unlike marketing, public relations is earned and not paid. This means that it takes time for PRs to gain the trust of their clients and the media, both of which are critical components of the work they do. Traditionally, PRs attend networking events, industry events, and other such things to connect with the people they need to do their job efficiently.
They also organize events as these are opportunities to invite industry leaders and members of the press. However, ever since the pandemic, how can this be possible? Since people were told to retreat to their homes if they can and not to attend public gatherings, how can PRs nurture their relationships with their clients and partners?
Virtual Events
PRs need to be creative in how they reach out to their partners. This means organizing webinars, virtual conferences and workshops, and even podcasts to connect with their viewers. Every opportunity is present on the internet. Technology made it possible for people to barely miss out on anything now that they have to avoid large gatherings of people.
Use virtual events to your advantage. Traditionally, it wasn’t easy to organize these events and invite many people (even stakeholders from around the world). But when the pandemic happened, people searched for a silver lining.
And what we found out is that we can use the situation to our advantage. We can tap resource speakers from half across the world. They don’t have to fly over to talk to your audience. They just have to log in on the Zoom conference room to reach thousands of people tuned in.
Connections Are Important
And don’t build connections through events broadcasted to thousands of viewers. Reach out to your partners for some face-to-face conversation. Building relationships in the business is a bit like maintaining friendships.
You have to invest time, effort, and even money in these relationships. So, don’t hesitate to reach out to your clients and media partners. Now more than ever, these connections are critical to your profession in Lakeland public relations.
Make sure to never neglect your relationships in the industry. Because once all of this is over and the world is under a new normal, you will have to forge these connections again.
