Establishing Community: PR's Role In A Post-Pandemic Workplace
Establishing Community: PR’s Role In A Post-Pandemic Workplace
Naomi Ridgway, Intern at Kai Communications
The working world encountered one of the greatest ever curveballs when the pandemic came into play almost three years ago now. And as life so often teaches us, with change, often comes great challenge. What are the communication challenges being faced by organisations in this ever-evolving working culture and what role can PR play in addressing these hurdles?
PR’s Evolving Role
Almost every aspect of how an organisation functions has since changed, meaning we are still adjusting to a new normal. From the introduction of remote working, greater flexibility and the revolution of the work-life balance, organisations are still navigating the new world of work.
With regards to PR, businesses are under greater pressure to be debunking misinformation and promoting an authentic message to their given audience. In a time where uncertainty is fuelled by fake news, there is a responsibility to ensure the image an organisation is presenting is truthfully maintained and that the relationships built with customers and consumers are not compromised by misleading statements.
We can hopefully agree that wanting to remain adaptable and accommodating towards a workforce during a time of change is not the issue here. Instead, the truth is, public perspective has changed. More than ever before, people have a clear idea of what they want to prioritise and perhaps for the first time there is scope to fulfil this sincerely. This change in public narrative has added complexity in how companies choose to brand themselves. This makes the role of PR all the more valuable when promoting your message to the general public.
The Value of Community
The Harvard Business Review called community the “mutual concern for one another’s welfare”. The welfare of people has and continues to be a highly prevalent narrative, particularly surrounding the world of work. An increasing focus on welfare and well-being, suggests that there is a greater need for community than ever before in this generation. Despite our interconnectedness and digital engagement across the globe, could it be that we are slowly becoming more isolated? Community is fundamental in what are commonly becoming nationally and globally spread teams of workers, but it goes beyond simply being concerned for the well-being of your workforce. Instead, organisations must be presenting a clear image of how community can be achieved and prioritised amidst the new way of working, which is exactly when PR can be best harnessed.
It is inevitable that businesses require a tool in which their culture is accurately presented to their onlookers with transparency and openness. This tool is PR. Not only does it play an essential role in ensuring organisations are portraying both the desired and accurate message of their culture, it also establishes fundamental relationships, making for a healthier and happier workforce. By embracing its digitalised nature to address the challenges of a post-pandemic working world, mutual understanding can be established between employers, employees and consumers through an established online presence. This in turn builds community, both internally and externally, strengthening a workforce to thrive in an ever-changing environment.
