There has been an increased investment in communications since the start of the pandemic

This article was originally published in Business Plus

ACTIVITY Effective communications has been central to business continuity and recovery for organisations since March 2020. Last year we saw continued growth in the areas of issues and crisis management, reputation management and internal communications. In addition, media relations activity picked up significantly, photocalls took place, and we gradually saw the return of events, albeit in a hybrid or virtual capacity.

PR OBJECTIVES Our conversations with clients always start with identifying and understanding their business and communications objectives. Typically this is followed by developing key messages, identifying target audiences and communication channels, agreeing the tactical approach, and, finally, measuring and evaluating the approach.

EVENTS Hybrid events are now commonplace, with many event management companies diversifying and offering professional and engaging alternatives to in-person events. The main result for clients is that they can still engage with their audiences – be it their customers via webinars, or their teams via virtual town halls.

OUTLOOK There has been an increased investment in communications since the start of the pandemic, and I expect this to continue into 2022. This is partly due to a greater need for internal comms, given that hybrid working environments are likely to continue long-term for many employers. Ensuring teams remain connected to colleagues, and, more broadly, an organisation’s mission, values and culture, continues to be vital. Appropriate communication strategy and channels need to be in place in order to maintain and grow a sense of unity and community within organisations.