However, with the necessity of social distancing becoming the norm rather than the exception for the foreseeable future, PR professionals need to reimagine how they are going to effectively interact with the public and media to ensure that their clients' messaging reaches the intended target audience.What will remain the sameThe PR industry employs several tactics to disseminate their clients' messaging into the marketplace. These include:

"Previously, it was very easy to do so," says Schneider. "All PR firms had to do was to put on an event that would appeal to their audience, introduce them to the brand, give them goodie bags and free food and drinks; the invitees would be all too happy to post on social media about their experiences."

"However, it's tough to generate this same type of interaction between your brand and customers using digital. This means that PR firms will need to think out of the box in terms of creating the same type of buzz around a brand," adds Schneider.

The COVID-19 pandemic has made us all incredibly vulnerable. However, it is from this place of vulnerability that PR professionals will be able to innovate their industry to make it better than it was before.

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PR post COVID-19 Predictions for the public relations industry 2020 South African PR industry Public relations after Coronavirus

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The evolution of PR post COVID-19 Marketing News - Media Update