For the past 6 months, our country, and the world, has been rocked by a major disruption. The emergence and spread of COVID-19 was an unexpected interruption in daily lives and regular activity across the world. The virus up-ended many professions and the public affairs and grassroots industries were no exception. In an industry that thrives on relationships and face-to-face interactions to build trust, show progress, and achieve policy and other goals, COVID-19 threatened to destroy the way traditional outreach tactics are conducted, and perhaps the value that these activities bring to organizations. However, there were some bright spots, such as people coming together to tackle our nation’s pressing issues, and cooperation to continue to work despite the roadblocks in our ways. Perhaps one of the most important silver-lining was the push to innovate.
The push to think outside of the box to show how we can and SHOULD continue to do work that public affairs and community organizers see as vital to the growth and progress of communities across the country.
The results of innovation are already being felt in industries across the country. As the NBA prepared for their playoffs in a bubble, they funded breakthrough research to develop the nation’s first saliva-based, rapid result COVID test that costs far less than the average COVID test. The textile industry has a renewed focus on developing comfortable, cost effective materials that also inhibit virus transmission. Telehealth meetings, something that many viewed as not possible unless absolutely necessary are now the norm, increasing access to doctors and solutions for pressing health issues despite the need to stay distant from our doctors. Virtual education tools have been developed to keep children learning, and their parents along with them as they navigate a new and exciting world of school at home. And the Innovation Institute, despite their fears that COVID would halt development of new products and technologies has recorded a record number of Invention Disclosures in 2020. And of course, virtual meetings have changed the way that professionals work around the world.
Staying at home for health and safety is paramount, but that doesn’t mean that work must stop with it. The discussion around the future of work has never been more relevant, and the COVID-19 virus has given us all a reason to examine the way we do business and to make plans for a future that could bring huge changes to many industries.
The virus and pandemic has accelerated what many people have foreseen as the future of public relations: virtual fundraising, contactless events, and reaching consumers, influencers, and voters in new ways as we try to navigate the vast uncertainty of a future that has scrambled governments and companies. As professionals we must find ways to remain viable in an increasingly hostile economic environment. There are ways to continue leading in the current situation – it just may look different. As we adapt to a ‘new normal’, some things will go back to the way they were, but there will be more considerations given to public health and safety to avoid the catastrophic consequences of a similar event in the future.
Bedrock Advocacy is a nimble, savvy advocacy communications firm that is leading in the midst of the changes occurring in the marketplace by providing insight and value for our clients. In this series, we take a look at the traditional areas of public affairs and advocacy work, what might change, what might stay the same, and what you can do to maximize your talents and leadership in public affairs. Why? The future of public affairs is here.