The need for communication will not disappear

"Repute" partner, strategic consultant Inga Galkina reveals challenges of the public relations industry: 

"Not to lose our position as creators of content with added value. Now, when the lines between different communication disciplines have blurred, there is a risk of getting lost in the message and content quality, so the public relations department must not only maintain the position of the content creator, but also proactively explain what we do on a daily basis.

Also, the challenges of working in general noise conditions in a very crowded media space, knowing that society is fragmented in many channels, have not disappeared, as well. Being different, real, interesting are the three key words for brands to break through this wall. At the same time, the challenge of communicators is to continue to bring up other difficult but important topics, because, for example, sustainability goals and their activation not only on paper, but also in practice are the constant agenda of many brands, even if the humanity of helping those in difficulty is put in the foreground in the fragile political background.

The rest of the year will be as stressful for the industry as it is for any business. Economic forecasts are not encouraging, so I am cautious in my predictions. Since we are all in a connected chain, this is not the time to slack off. At the same time, the need for communication will not disappear, because being noticed in a crisis can be crucial, and this could again be a time of unpopular decisions, entrusting the development of the messages to professionals in the field."