Communications Beyond COVID-19: What Can We Expect in 2022?
The COVID-19 pandemic has significantly impacted the communications industry, presenting numerous challenges for practitioners. As restrictions lift and new working methods emerge, the role of communications professionals remains crucial. Willem de Ruijter, Executive Director, shared insights and predictions at the Greek Annual Communications & PR Conference, highlighting the evolving landscape of the industry.
Key Roles and Responsibilities
Communications professionals continue to serve as storytellers, brand protectors, and trusted advisors. Their focus spans internal, external, and change communications, CSR, and digital strategies. During the pandemic, several roles became critical and are expected to remain so:
- Safeguarding brand authenticity, integrity, and transparency
- Leading digital transformation
- Understanding and engaging with critical business functions
- Monitoring key external trends and developments
- Maintaining composure during crises
The pandemic underscored the importance of employee engagement and internal communications, elevating their priority within companies. The shift to remote work highlighted digital communication weaknesses, prompting improvements. Aligning PR with internal communications, especially in sectors like hospitality and travel, became essential to ensure employees are informed directly about company directions.
Initial Reactions and Recommendations
In response to the crisis, many companies implemented budget cuts and hiring freezes, while demands from CEOs and boards increased. Remote work posed managerial and alignment challenges, particularly in siloed organizations. Initially, non-permanent staff were let go, but the reliance on interim professionals and agency support grew over time.
To address these challenges, companies must ensure teams are informed and connected, maintain reputations, and update CSR strategies. Identifying and filling skills gaps in communications, crisis management, and digital areas is crucial. Maintaining momentum in internal communications is vital to avoid reverting to outdated practices.
Market Insights and Future Opportunities
While hiring freezes persist, companies are reassessing skills gaps, particularly in communications and marketing. The demand for interim professionals, especially in change and internal communications, is high. Hybrid and remote working models are becoming standard, offering access to a global talent pool.
The competition for professionals with digital, change communication, and financial communication skills continues. International media skills are increasingly sought after in PR. To discuss hiring needs or future opportunities, please get in touch with VMA GROUP. With over 40 years of experience, we provide access to communication, digital, and marketing professionals on various employment bases.
About VMA GROUP
VMA GROUP is a leading international recruitment and executive search specialist, focusing on communications, digital, and marketing communities. Our practice areas include corporate communications, internal communications, change communications, PR, media relations, financial communications, CSR, public affairs, investor relations, marketing, digital marketing, and agency services.
We offer expert consultancy services and advice, supported by in-depth knowledge of the professions we recruit for. Our thought leadership and benchmarking studies are valuable resources for the industry. VMA GROUP has offices in London, Manchester, Amsterdam, and Brussels, working globally with organizations and individuals. We are committed to equal opportunities and are a Diversity Pledged Recruiter.
