SURVEY: COVID-19 highlights power of collaboration for PR pros

Our poll respondents say the crisis has changed the industry forever. Here’s how communicators see their future function as businesses navigate their way back to ‘normal.’

What will be the permanent impact of this health and economic crisis for the PR industry?

In the short term, many organizations will keep scrambling to adapt to a new media landscape, recruit talent and reimagine once-routine tasks upended by the pandemic. The changes are profound enough that some believe the industry will be altered forever.

We wanted to get a full sense of how PR pros view the future of their role. Will it be expanded? Reassigned?

We asked 315 PR pros to weigh in, and the results offer striking ways in which PR is shifting in response to the COVID-19 crisis and what it will all mean for PR pros in the “next normal.”

Here’s what they had to say:

The lines between internal and external communications continue to break down, and the need for unity of purpose and messaging is growing within all organizations. Respondents expect to collaborate more, identifying leaders from the C-suite as top partners for future interaction and success.

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