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The Evolution Of Media (In Malaysia) Catalysed By Covid-19
by Loke J-Han
How COVID-19 changed the nature of our industry and what it could be moving forward.
These past almost two years have changed how we fundamentally lived our lives and how we may live them from now onwards without us knowing. As publicists however we were curious to find out how it’s changed the way we work and how we’ll be able to shape the future of the landscape.
We reached out to a few media friends to really find out what it’s been like for them and how our Angels were feeling about it too.
We first wanted to know what the long term digital working experience was like:
WHAT WAS IT LIKE CONNECTING ALMOST EXCLUSIVELY DIGITALLY FOR SO LONG?
“At first, it was nice to be able to still connect with brands and people virtually but after almost two years I began to miss in-person events, interviews, tastings, and the like”
“ I didn’t enjoy it, because I interview people. It’s important to meet them in person – to understand the environment, the person and the scene”
HAS DIGITAL ONLY INTERACTION CHANGED HOW YOU VIEW RELATIONSHIP BUILDING? ESPECIALLY WITH PR PEOPLE AND BRANDS.
“Not really, not as bad I would say. But yes, it would be nice to meet and network in person”
“Yes, in a sense I feel that my role as a writer/guest at virtual events is more passive as opposed to in-person events. That being said, I noticed that I have gotten the chance to speak more to PR people more so than brands digitally for whatever reason. Being an extrovert, I still prefer building relationships with PR people and brands in person”
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It’s clear to see that it wasn’t all bad however there are experiences that just can’t be replicated digitally of course. A curious realisation is that we’ve actually had more contact with the media and relationship building became a lot more casual.
“Definitely more contact with media friends outside of work if I have them on social media, nothing too major but a little Instagram story reply/comments on a post goes a long way!” – Melissa, Suppagood Angel
Maintaining existing relationships wasn’t a huge challenge but developing new ones was where it got a little tricky but here’s what worked for us. Thanks to the more casual shift, people were more open to sharing their personal social media and we got to know them better and worked on developing more personal relationships over just professional ones.
“No one likes to talk about work ALL THE TIME. Always start with a chit chat. Have you been exercising? How’s your dog? I remember you got a new poodle!” – Mustaqim, Suppagood Angel
As we’re transitioning back to meeting in person, here’s how you can still capitalise on the half and half life. Start virtually, grab their attention and have a chat. Learn about their interests a bit and then meet in person. It’ll be like meeting an old friend!
We were then curious to see how being almost fully online has changed the shape of the industry and what the media loved, hated and wanted to keep about it.
IT’S BEEN A RATHER INTERESTING TWO YEARS, IN YOUR EYES HOW HAS THE INDUSTRY CHANGED FOREVER?
“I believe a massive shift has occurred in the way people work and keep in touch. Sure, there’s nothing like a face-to-face conversation but virtual interactions spurred on by always advancing technology is helping the media keep in touch with audiences, brands, representatives, and so forth. I don’t foresee this going away, instead evolving into a hybrid model”
WHAT DO YOU HOPE THE FUTURE OF MEDIA RELATIONS LOOKS LIKE?
“I hope that media relations will return to mainly physical events without ignoring the fact that virtual events for smaller launches and groups can still be effective”
As most of us have realised and to no surprise, we enjoy and want the flexibility of remote working and the media are no different. So what does that mean for publicists and brands alike? Throw out tradition and it’s time to embrace the hybridity and push the boundaries (and budgets) of an experience.
The new landscape also brings with it more opportunities that we should capitalise on:
- Easier international pitches, events and projects, thanks to openness to remote working and virtual/hybrid experiences.
- Opportunities for more integrated/hybrid events and with it a new age of experiential marketing.
- An unspoken emphasis and excitement for in person events. At least for the next few months, we’ll all be excited and there will be higher expectations so make them count!
- A shift in consumer priorities affecting media stories and how brands position themselves as essentials and shift their brand values.
- Evolving definitions of work and office cultures challenge us to redefine the dimensions of what a team and a culture really is.
- Digital accessibility, presence and messaging bringing SEO, SEM, digital marketing and advertising to the forefront.
- PR still plays a significant role in building credibility for any brand, and telling their story effectively.
Honestly these are just a few of the many ways life has fundamentally changed. We’d really love to hear your thoughts on how things are different for your industry or what we may have missed.
Read more of our thoughts here.
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