PR is the only path to credibility. Once you have credibility, you can amplify awareness and more easily conduct pull-through marketing campaigns. All three—PR, marketing and advertising—must be deployed properly to function together in the best way.
It would be wrong to suggest that unlocking restrictions represents a complete return to how things were prior to the pandemic. For marketers, making this flawed assumption means you might be looking at weak results.
What’s important to the audience, what motivates it and how does it likes to be approached? A good rule of thumb when writing the answer to these questions is to create a profile.