The role of a public relations (PR) practitioner has evolved from a simple disseminator of information to a relationship builder, communication strategist, crisis manager and media manager. When the pandemic disrupted the world in March 2020, its ramifications were significantly felt in the PR industry as well.
In May 2021, we conducted a survey with PR professionals from 16 countries on the effect of Covid-19 on the PR industry (findings presented to Public Relations Society of America).
The research aimed to understand the changes in the field as well as identify the top five skills that young PR aspirants will need to succeed. These included: