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Communications Beyond COVID-19: What Can We Expect in 2022?

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Communications Beyond COVID-19: What Can We Expect in 2022?

Communications practitioners faced a lot of challenges during the Covid-19 pandemic and continue to do so as restrictions are getting lifted and employees are trying to work out new ways of working. Our Executive Director, Willem de Ruijter shared his market insights and predictions of what lies ahead for the industry at the Greek Annual Communications & PR Conference.

The key tasks of communications remain unchanged. Communications professionals are still the storytellers for the company, the protectors of the brand’s reputation, the trusted advisors of the board and the functional heads of the team, with a focus on internal, external and change communications, CSR and digital.

What is important for communications practitioners today?

Some of the main roles that became crucial during the pandemic and are set to continue to be business-critical include:

  • Safeguarding the authenticity, integrity, and transparency of the brand

  • Leading the digital transformation

  • Understanding and being involved in all critical business functions

  • Understanding the key external trends and developments

  • Remaining calm and collected during a crisis.

Communications were tested and stretched during Covid-19

Employee engagement and internal communications became a critical business function during the pandemic, and as a result, they are now much higher on the agenda for many companies. Likewise, as the challenges of remote working and dealing with clients and external stakeholders revealed weaknesses within the digital sphere, those types of communications have been boosted.

Furthermore, it has been important that the public relations (PR) are in alignment with all the internal communications, especially within the sectors such as hospitality and travel. After all, the employees deserve to be informed about where the future of the company is heading directly, rather than finding out from external sources.

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