“Activities such as influencer engagement have become a massive attraction for customers”


After the Covid-19 epidemic, professionals have been surprised by the speed and efficiency with which video conferencing technologies and other forms of digital collaboration have been adopted. For many, the results were better than they had imagined. People have replaced the traditional medium of information and consume content from social media, podcasts, shorthand and video content.

To learn more about upcoming trends and engagement, e4m spoke with Nikky Gupta, Co-Founder and Director of Teamwork Communications Group, where she shared her perspective on the changing communications industry and the way it works for the benefit of its employees.

Professionals have now adapted to the hybrid working model. Do you think it will be easy to go back to the same routine as the offices reopen now?

Although the reaction can vary widely from person to person, the general mood is optimistic. Many employees in our industry were eagerly awaiting the return to the office. However, few of them got used to it. Indeed, by its very nature, public relations is all about interacting with people. With phenomena like zoom fatigue and vaccination covering many people, especially in cities, professionals are eager to meet their colleagues in person. It’s not easy to plan lists or keep working with masks for hours together, but the initial reaction shows they’re willing to do whatever it takes to come to work in person. With that in mind, at Teamwork we have introduced a hybrid model. We started with two working days and moved on to 3 days after Diwali.

During the pandemic, agencies and companies recruited many young talents into their organizations. Do you think they are ready to physically join?

On the contrary, they are the ones who are the most enthusiastic because they have never met their new colleagues in person. However, it is essential to ensure that they are fully vaccinated and that they follow the office’s COVID protocol.

How have businesses and businesses adapted to the new standards due to the pandemic?

The pandemic has undoubtedly highlighted the importance of technology and its seamless integration into operations. Businesses have also adopted group calls that have replaced face-to-face agitations. Business meetings have also become largely virtual, and it is only recently that clients and potential clients have started to meet face to face. To some extent, the cost of disinfecting and tracking these COVID protocols has increased the cost of operation, but not everyone is safe from COVID until everyone is safe, so we follow the standards in letters and spirit. People have been working remotely for 1.5 years, now everyone is eager to get back to everyday life.

Post-Pandemic, what are the employees’ claims? What advantages are you able to offer them?

After the pandemic, all employees seek a safe work environment, following all protocols that can help them stay healthy. Vaccination is the other thing that we promote and to do this we have put in place a vaccination policy. Employees receiving their first and second dose of vaccine are entitled to a special 2-day leave in addition to annual leave, which allows them to deal with vaccine-induced ailments such as pain and fever.

How will you take care of employees who have recovered from covid-19 disease?

As a healthcare-focused public relations firm, we understand the challenges an employee who has recovered from COVID-19 may have faced. Employees recovered from COVID are given a holistic understanding of emerging health challenges as post-COVID complications. Also, if someone is uncomfortable coming to the office, there is no constraint. They can work from home until they are fully recovered.

What changes do you think the communications industry will undergo in the times to come?

Customers prefer visibility and engagement on social media platforms, as traditional media has borne the brunt of COVID. As a result, activities such as influencer engagement have become a massive attraction for customers. Content has gained new meaning as new platforms such as infographics, podcasts, shorthand and video content are the latest trends that have become popular and have largely replaced traditional media. In addition, COVID has highlighted the importance of authentic and human stories that can bring a substantial increase in visibility and improve brand value. Therefore, the demand for storytelling and creative storytellers will increase in the coming days. Crisis communication has also emerged as an important aspect during the pandemic – monitoring and anticipating the crisis and responding to it proactively – has become the norm.

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