Struggles of COVID-19 The COVID-19 pandemic has been a trying time for many people and organizations across the world. The sudden change of pace was, and still can be, difficult to get accustomed to, especially for corporations moving to a more virtual format. Public Relations is a field that lends itself relatively well to the virtual shift, but there are still some challenges that PR practitioners face during the ongoing pandemic. One of the biggest struggles presently is simply being cognisant of what is happening in the world. PR practitioners need to create messages that are appropriate for the time. Because of this, it is important for PR practitioners to remain in the know, and to be up-to-date with what is going on around the world in order to have the most effective and impactful messaging. Working entirely from home is an adjustment for everyone. It is especially important to stay on top of communication and messaging, and to work in a timely manner. Moreover, many work schedules were jumbled up at the beginning of quarantine, and reverting back to a structured schedule can be more efficient in the long run. It is important to prioritize time away from the computer and inbox to unwind and de-stress. When working remotely, it is easy to blur the lines between work and home life, therefore it is crucial to maintain balance so as not to get burnt out quickly. Adapting to News Cycles As previously mentioned, one of the biggest challenges of the COVID-19 pandemic and PR is adapting to new work and message cycles. Many PR professionals had to get accustomed quickly to the completely remote workstyle in order to continue effectively. This means figuring out a schedule that works best for the employee and the organization, while also prioritizing some time to de-stress during such a stressful period. In terms of the messaging cycle, PR practitioners must stay tuned-in with the news and with the current state of the world. With today’s media coverage in regards to the pandemic, it can be difficult to follow certain news cycles for the purpose of gauging appropriate pitches and messaging. It is important to properly assess the state of the pandemic and figure out an accurate and effective messaging schedule and strategy. COVID-19 affected everyone around the world; millions have lost entirely too much to the virus, and we’re still not at the end of the tunnel. Because of this, public relations practitioners must be mindful of these major changes and know how to communicate effectively without being tone deaf. Whether you’re a professional working for an in-house business, agency, or non-profit, PR professionals must be empathetic and constantly express understanding when disseminating messages around sensitive subjects like COVID-19. One of the ways PR professionals have to do this is through pitching. When making pitches to journalists, it’s imperative to stay on topic with the current news flow and to connect with the general public. PR practitioners should aim to pitch products and stories that are relevant to what’s happening now. There’s no point in pitching a journalist an idea for a story that briefly acknowledges COVID-19 when the gist of the story has nothing to do with it. Instead, try to find a way to make the product or service relevant to today’s news and that it has a powerful, genuine message. Although it’s important to be timely, it’s just as important to not forcibly market your product or service to “fit” the COVID-19 discussion, when in actuality, it doesn’t. Communicating Appropriate Messages A critique many people have expressed during this time is that businesses are trying to profit off the public’s struggles during the pandemic. Although this may not be the intention of some, businesses are fighting to find ways to market themselves to the public while also remaining on topic. This has been a disaster for some to say the least. Last year, during the beginning of the pandemic, the clothing brand ASOS released chainmail face masks that are supposed to protect the wearer from germs during “festival season”. The masks were made from a shiny, silver material with small holes throughout it, and it draped across the face leaving the bottom completely open for bacteria to enter. Not only did the masks not fit the CDC guidelines, but people on social media voiced that the company tried to poke fun at the current state of the world, all while promoting partying and festival culture during the pandemic. The company faced backlash for this business decision, and they had to deal with the repercussions. An important overall message for people working in PR is if the message feels forced, untimely, or insensitive in any way, then it’s probably best to not pitch that idea to other media outlets or share it with the public. PR professionals should be able to find a sweet spot that intersects with timeliness and appropriateness that makes everyone comfortable.
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Benefits of Joining PRSSA PRSSA at Virginia Tech gives public relations majors the opportunity to receive real-world experiences by engaging in work with The Firm, creating and publishing blog posts through the Publications Committee, and planning events through the Events Committee. By participating in PRSSA, students are able to have a better understanding of the PR career as a whole and what they are interested in pursuing in PR. Along with real-world experience, members are given necessary advice, tips and information about public relations and what it encompasses. Meet the Publications Committee! Julia O'Reilly, Sophomore PR Major, Digital Marketing Strategy Minor Role: Publications Chair Why Julia Joined PRSSA: "PRSSA provides great real-world PR experience! I joined to get a better idea of what I would like my role to be in a PR profession. Asia Ingram, Sophomore PR and Professional & Technical Writing Role: Writer & Editor Why Asia Joined PRSSA: "I joined PRSSA because I wanted more real life experience and opportunities in the PR world. I was also really excited to connect with other PR students!" Briauna Marcum, Junior PR Major, Psychology & Peace Studies & Social Justice Minor(s) Role: Writer & Editor Why Briauna Joined PRSSA: “I joined PRSSA my sophomore year after I switched from Communication Studies to Public Relations. I wanted to try and get more involved on campus, and I knew PRSSA would give me an opportunity to have real-world PR experience; that's what I was looking for as I am still trying to figure out what I want to do with my major! PRSSA has given me a chance to gain social media and blogging experience through the Publications Committee, and agency experience through The Firm.” Caitlyn Smith, Sophomore PR Major, Marketing Minor Role: Editor & Web Designer Why Caitlyn Joined PRSSA: "To get more experience in PR!" Carson Johnson, Senior PR Major, French Minor Role: Editor & Web Designer Why Carson Joined PRSSA: “I wanted to be a part of a public relations association where I could hone in on certain skills that I wouldn't get exposure elsewhere. Along the way I've made good friends and gained a deeper understanding of PR.” Matthew Minihan, Sophomore Communication Studies Major Role: Writer & Editor Why Matthew Joined PRSSA: “I wanted real hands-on PR experience!” Audrey Myers, Junior PR Major, Digital Marketing Strategy Minor Role: Web Design Why Audrey Joined PRSSA: "I decided to join PRSSA because I wanted to explore my passion in representing brands, marketing, and advising clients as a Virginia Tech student. I find it so cool we can discover other peers who want to do the same thing, together, too. I want to sharpen my skills and prepare to enter the “real world” after undergraduate and feel confident that I’m giving my all, as effort is always learned. This organization is teaching me more structure, readiness, and collaboration which will truly benefit me!" Sophia Capriotti, Freshman PR Major Role: Writer, Editor, & Web Designer Why Sophia Joined PRSSA: “I decided to join PRSSA because it is a great resource to network and gain hands on experience in the PR field. I enjoy the people in the organization and I have already gotten a lot of valuable tools and experiences from being in the organization, even being a freshman. I decided to join my first semester at Virginia Tech, and I’ve loved learning and being an active member thus far. I hope to become even more active in PRSSA throughout the years!” Stephen Prisament, Junior PR Major, Leadership & Service Minor Role: Writer and Editor Why Stephen Joined PRSSA: “I was looking for a club to take and hone the skills I learned in my classes into real-world experience.” Taylor Walsh, Sophomore PR and Professional & Technical Writing, Business Organizational Leadership Minor Role: Web Designer Why Taylor Joined PRSSA: “I love learning about the strategies public relations professionals, and pretty much all successful professionals use! PRSSA has so many opportunities to learn more about the world of communications with guest speakers and fun workshops!” |
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