It was somewhere in the last week of march , just after the lockdown was announced , that I started getting calls, emails from our clients to hold on to the retainer work , some asking to rework the retainer at much reduced amount . That day was not good, as a busy and hectic year had come to an abrupt end. Clients asking to stop work or work at reduced retainer were not a good indication for things to come. But there was not much negativity around then as it is today; people had started to engage digitally,sending inspiring thoughts, jokes, memes and getting adjusted to the changed situation. At first most of us thought this might end in three to four months and India will get back to normal. But as days passed, things began to look grim, people started look beyond their adjusted ‘New Normal’ and started thinking way ahead and so did I. And while bigger agencies stared at dwindling revenues, regional and smaller PR agencies also started to face the heat, in fact now with almost more than five months since the pandemic started in India, it is a question of survival for many. Facing challenges on multiple levels, from managing the office expenses, salaries, trying to engage with the clients and the media, to searching for new business models and at the same time skilling in newer areas like the digital media, it is an unprecedented situation.

New Normal for Public Relations

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  It was somewhere in the last week of March, just after the lockdown was announced, that I started getting calls, and emails from our clients to hold on to the retainer work, some asking to rework the retainer at a much-reduced amount. That day was not good, as a  busy and hectic year had …

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