Working in PR, we have always known that life was just one big pitch and now it seems we are going virtual! The pandemic has certainly offered new challenges with social distancing creating a whole new business environment and remote offices and virtual meetings are just a few of the post pandemic shifts we have seen. So, what does it all mean for business and how do agencies and service providers adapt, so that they can continue to deliver, despite the changing landscape?
A Hybrid-System
The biggest change post pandemic is the hybrid business environment that it has created. Companies like Twitter have lauded working from home a triumphant success, promising to allow employees to work remotely even after COVID ends. Others too, both employees and employers have sung the praises of remote working with claims that it has streamlined business, cutdown on overhead costs and removed the hassle of commute.
For us, this means that as we move beyond the pandemic, many will continue to work from home, or split their time between the office and home. “Essentially it means that agencies will need to be more tech savvy than ever before. Video conferencing and the virtual pitch are here to stay,” said Yasmine Hamdy, Partner and Accounts Director at Vantage Communications. The face of communication is changing, and successful players will need to be able to read those social cues through a screen. “It sounds a lot easier than it actually is,” Yasmine explained “Virtual pitches and meetings require you change the rules of the game and find new ways to engage with your clients, ways to visualize concepts and engage across a monotonous screen.”
This new system will also expect more of communication agencies; a faster pace of business, where companies are looking for agile agencies that can deliver efficient streamlined communications, that hit the mark quickly. “Patience for slower simmering communication campaigns that build over months or even years is not going to cut it. The pandemic has spurred the acceleration of the “now” culture even further.”
More Digital
Social media communication has exploded since the beginning of the pandemic with the public flooding to the internet in their masses to fill in hours of home isolation. Platforms such as Tiktok and House Party have one big and the smart agencies are already looking for new ways to integrate these platforms into their communications strategies.
“LinkedIn is also a big one to watch,” added Yasmine. “The platform has been around for a while, but it has really started to gain traction in the last year as a communications platform for corporates.” Thought leadership, internal communications and team building are just a few of the growing content buckets that the leadership strata of companies are using LinkedIn for.
The rise in virtual events and conferences is also likely to continue. The realities of the pandemic have driven companies to accelerate their virtual conference offerings, with AI and VR allowing for an almost immersive event experience. “These events can be hosted for a fraction of the cost, it just makes sense,” Yasmine added. Communications agencies will need to be more tech savvy than ever before finding ways to amplify client voices in this digital environment. “In a way it offers many new options and the use of VR and AI in virtual events offers a great platform for fresh and creative communication stunts.”
The Real Take Away
It is almost too early to predict what a post-pandemic agency or in-fact business environment may look like. For now, it seems we will continue to transition into more digital savvy communication, but the true human impact of the pandemic leave’s questions over the future appetite for high-tech communications campaigns. “There is definitely discuss in the industry on how the aftermath of the pandemic will impact long-term consumer sentiment. Will consumers continue towards digital or look to rediscover those real-life interaction through on-ground activations and honest no-frills campaigns?” For now, we will just have to wait and see!