Public relations isn’t changing because of what happened to the world in the last 18 months.
The world has changed in so many ways and may never be the same.
That means we have to adapt the way we live, the way we work, the way we think.
Some things which once were normal may never return, although they said that about many things before, and along came retro.
PR, however, is still essentially much the same as it has always been.
A process of communicating with those we want to reach in order to build awareness of something, and make that something interesting and attractive.
What has changed, and what is constantly changing, is the world in which we live and practice PR.
The media landscape. The technology and communications channels available to us as PR professionals.
The events we use to promote brands, most having converted from live to virtual for the time being.
What hasn’t changed is our duty to tell our clients’ stories, exploring all platforms and possibilities to make sure those stories are heard and seen.
So we need to be more flexible, more creative, and more tenacious.
But PR still develops and controls the narrative.
That will not change.