There are several things that come to mind when they hear the word “unknown”. Some may think of the word “unfamiliar” or “mysterious”.  While others may remember the queen of Arendelle who possesses magical powers that allow her to create ice and belts the song “Into the Unknown” as she tries to uncover the truth about her past.  

Some people may fear the unknown, while others may dive straight into it.  

In the recently held PR congress organized by the Public Relations Society of the Philippines (PRSP), the unknown is associated with the words Volatility, Uncertainty, Complexity, and Ambiguity or VUCA in short.  

In the two-day conference held at The Manila Hotel, PR industry experts and practitioners engaged in meaningful conversations on how communicators can best navigate the time of VUCA. The talks delved into the key characteristic’s communicators must have and insights they must know to succeed   in these times.  

The quote “the only constant thing in life is change” has become so familiar that some may consider it as a cliche. But there’s a certain truth to it, especially now where we live in a diverse, fast-paced society dominated by constantly evolving technology. With this, there are four key ideas that communicators must remember as they walk through the world of the unknown.  

Remain Adaptable 

PR is a dynamic industry so adaptability has always been a must. But it is more crucial now than ever due to the constant changes in consumer behavior, social media trends, government regulations, and media preferences fueled by digital technology. PR practitioners must always be ready to pivot, when necessary, by being observant and discovering new possibilities beyond what tradition dictates and getting out of your comfort zone.  

A case in point, during the Covid-19 pandemic when lockdowns and travel restrictions prevented face-to-face meetings, PR professionals resorted to video conferences for important group meetings and press conferences to disseminate information. 

Being adaptable also involves anticipating changes and being proactive in dealing with them. PR practitioners must learn new technology like AI and stay updated on trends and industry shifts.

Utilize Data-driven Insight 

The days of one-way communication are long gone. Our audiences are no longer passive receivers of information. They are now more vigilant, are willing to engage in conversations, and are more proactive in calling out lights if needed, thus the shift from audience information to stakeholder management. 

Similarly, the evolution of media has created a data-rich society thus PR practitioners must always base their information and approaches on fact-based data to keep the trust of their audiences. Using data allows communicators to create campaigns that resonate with public sentiment.  

Uphold ethical communication  

Ethical communication in the PR industry is all about cultivating trust with audiences, clients, and stakeholders. In an era where everyone has a platform and information is readily available at a click, the availability of all kinds of information poses danger on what is considered true. It is easy to deceive for personal gain which would erode meaningful relationships especially between brands and their consumers. Hence, PR professionals must uphold the highest standards of transparency, honesty, and accountability, even when navigating through complex and challenging situations. The role of communicators is to minimize the noise instead of adding to it and to ensure that the truth prevails at all costs. This commitment to ethics is vital in maintaining the credibility of both the PR profession and the brands they represent.  

Value Personal Relations

While technology plays a central role in different industries, including PR, the importance of building and nurturing personal relationships cannot be overstated. The core of PR lies in meaningful relationships especially in a collective country like the Philippines. AI should not be considered a threat in a collectivist society like ours since we heavily rely on the connections we foster among our media, our brands, and our stakeholders. In fact, the emergence of AI prompted more humanized touches in every content we put out there. 

The presence of the unknown is our reality. As mentioned, some may fear it while others may dive straight into it. Everybody is different but what’s certain is that PR practitioners will and must do the latter. It just takes adaptability, data-driven insights, ethical communication, and sincere personal relations. After all, the unknown is not a place of fear but rather a site of ideas and opportunities waiting to be explored by those who are brave enough to do so – and PR practitioners must actively seek out opportunities to turn uncertainty into their greatest advantage.