It’s been 15 months since the pandemic turned our world upside down and despite there now being light at the end of a very long tunnel, the media landscape and communications industry has changed, and the new trends have evolved that are likely to stay for good.


As a team, we’ve been working around the clock to help our clients adapt and stay one step ahead of their competitors. Here we share our five top insights into how the pandemic has changed the PR industry.


  1. Know your contacts – You can no longer rely on a receptionist to direct your call to the right person. Fostering those all-important relationships and knowing exactly who you need to send information to – and having their mobile number – is vital for securing coverage in a working from home world.


  1. The rise of Zoom – We’ve spent the past year working from home and although many of us are thrilled about the thought of face-to-face interaction in the not to distance future, video calls are going nowhere. We can be a lot more efficient and effective when securing interview opportunities with key spokespeople when we don’t have to factor in travel, allowing us to secure back-to-back interviews and widen our reach.


  1. Stay social – We’ve spent more time online than ever before so it’s vital social is an integral part of your communications strategy. Be sure to know where your audience is spending their time and have a strong strategic approach to maximise the right platforms.


  1. The value of being responsible – A study from FleishmanHillard revealed that taking care of employees is the most important factor for a company’s reputation, meaning businesses need to be able to demonstrate their impact and value above and beyond profit. Companies now need to demonstrate that they have a positive and helpful impact on society and have the skills to share their story effectively.


  1. The all-important ROI – Demonstrating a strong return on investment has always been a priority, but with many budgets being squeezed across all sectors, being able to prove tangible returns is even more important.


There is no denying that the pandemic has changed our industry, but as we emerge from the crisis, we must focus on the ways in which the industry has changed for the better. Positivity, honesty and authenticity are vital as we we upskill and deliver stronger, more creative campaigns for our clients.



Gemma Hitchcock is an account director at Whistle PR which offers a range of integrated communications services including strategic consultancy, PR, social media, community engagement, internal communications and issues management. For further information, email or contact us here.