Albert Einstein once said, “In the midst of every crisis, lies great opportunity”. This quote perfectly describes how the PR industry has navigated through the COVID-19 pandemic.
In ways that not a single individual could have envisioned, 2020 was an extremely tumultuous year and the economic consequences of the pandemic hit businesses across all sectors in some shape or form.
As a result of the ensuing disarray, brands focused their communication on making consumers feel safe and more connected. In 2020, most publications were overflowing with COVID-19 coverage from across the globe. Among it all, a beacon of light shone far and bright as the media industry searched for upbeat stories to carry the world through a dark time.
Private and public sector organizations that shared genuine positive stories and managed to retain consistent engagement with their stakeholders were recognized and won the trust of people.
One example is how Abu Dhabi and UAE government faced the pandemic head-on and by regularly utilizing different media platforms. Through this approach, they were able to educate the population on their successes and spread reassurance across the country while also positioning the country as a global leader in crisis management.
Seven Media was at the forefront of delivering PR strategy for campaigns through this period for Frontline Heroes Office, Together We Are Good initiative by The Authority for Social Contribution – Ma’an, and the Official 49thUAE National Day celebrations. Seven created and delivered result-driven communication strategies while creating a nation-wide movement that involved all emirates, nationalities, and age groups.
As per the Global Investment Outlook report released by First Abu Dhabi Bank, the UAE economy is expected to recover this year due to a strong rebound in tourism and oil prices. In addition, according to an S&P Global Ratings report, there is a stable outlook for Abu Dhabi’s economy, with growth set to “steadily recover” in 2021.
This bodes well for the future and with the well-organized and implemented vaccination drive by the UAE government, improved relationships with Qatar and Israel, along with an increase in oil demand and a surge in tourist arrivals, will help push the economy in the right direction.
As businesses in the region went through rapid shifts during the most difficult times, we identified the need to better understand the changing environment of clients and markets across sectors.
If 2020 has taught us anything, it is the importance of communicating with consistency and engaging in active listening with the stakeholders to generate trust and goodwill.
With businesses recovering, they are forging a path towards accelerating growth following a stagnant year and are choosing PR to build brand recognition and generate consumer trust.
The last two quarters have seen an upward trend in the demand for PR services and more businesses have started realizing the importance of having a long-term PR strategy in place.
I am no Nostradamus, but I can safely predict that this demand is going to continue increasing through the rest of 2021.