With industries already burdened by the instability of our economy, many will have to look into ways that can help market and position their businesses as crucial entities for the masses.

Now, more than ever, the need for public relations within an organisation is at its utmost importance. PR will be an essential part of making sure that your business can attract new clientele and customers — particularly if your current ones are affected by the lockdown.

The reason for this is because PR services can help you work towards positioning your business to the right market.

The truth is, the lockdown has been difficult for every industry, but those that are hardest hit are the ones that have experienced a complete shutdown in production, and those that have been restricted and can only work in some parts.

Post lockdown, the following four industries will need to work exceptionally hard to get back on track and require PR services to help achieve success:

1. The construction sector

With about 30 000 job cuts reported in the previous year, the South African Forum of Civil Engineering Contractors has suggested that a possible 68 000 to 108 000 job losses could be on the cards in the next 18 months for the construction industry.

This projected massive loss is attributed to the lockdown and other persistent factors. The construction sector is vital especially with its contributions towards job creation; it is currently employing about 900 000 people, with temporal / contract and permanent employment opportunities covering a myriad of job seekers.

Construction companies will be looking to position themselves as the one to hire to carry out small and large-scale construction jobs; public relations will assist companies in this sector to do so.

2. The tourism sector

This has been one of the hardest-hit industries in the world by COVID-19. This is because movement and travel has been immensely restricted both internationally and domestically.

On a broader scale, travel and tourism bans might not be lifted anytime soon but once things stabilise, tourism on a local front will be an industry that requires quite a bit of remedying.

In 2018, the tourism industry in South Africa contributed R139-billion, which was 2.3% of the total GPD. This industry currently has 0% businesses on the list of essential businesses that are allowed to operate, which means that the entire sector is on lockdown.

The sector itself is known for bringing people together from across the globe. It is therefore very much advised that businesses within the sector urgently invest in PR and marketing services to generate interest and encourage domestic tourism once people have been granted permission to travel.

The Dynaste Communications Firm is offering businesses within this sector a flexible payment plan by delivering services for three months.

It is additionally submitting invoices for the services rendered within the fourth month and is informed by the understanding that the labour environment is difficult for all right now.

3. The entertainment industry

According to PwC, this industry grossed a total of R129.2-billion in 2016. While some entertainers are still able to make money by utilising online platforms during this lockdown, many are out of work as they rely heavily on events and onsite productions.

There are a number of big events that have been either postponed or cancelled due to the outbreak. Initially, events were limited to only 100 eventgoers weeks before the lockdown and it is highly possible that the government will not allow more than 100 people in one place for the next coming months.

This forces event companies to come up with creative ways to host events. They will need to be creative and innovative in hosting their events, bringing about the need for PR agencies to conceptualise and execute great ideas, and thus guaranteeing both successful and relevant events.

4. The service sector

Businesses in the service sector will need to convince their potential clients that their services are the best in the market. This will need more than meeting potential new clients as it would require a new positioning for each company.

For the DCF, helping companies strategically develop media campaigns that position them as industry leaders is a key element to the services rendered. This lockdown offers companies a great opportunity to restructure and rethink their business models.

Moreover, it gives businesses the platform to bring in innovate PR experts who can help ensure that this current rocky patch doesn't affect the business, as well as communication and interactions with the public.

For more information, visit www.thedcf.co.za. You can also follow DCF on Facebook or on Twitter.