After more than two years of the Covid-19 pandemic, it can be hard to quantify the ways in which we have changed. Our pandemic coverage helps us understand the industry impact, and it seems unlikely that any of our content has been untouched by the unique circumstances that have taken root since the start of 2020.

But so much of that change has occurred at a human level, where many of the lessons emerge from the various conversations and anecdotes that underpin our stories and events. To better showcase these learnings, and provide a measure of insight into how the global PR industry is responding to such a transformative era, this series asks people what they have learned, according to three specific areas.

In the latest instalment in our series, we hear from Amith Prabhu, founder of the PRomise Foundation and co-creator of India's PRAXIS event.

Three things I've learned... 

I learned to focus and wear blinkers. The only way to survive and thrive was to hunker down and get things done without distractions. The idea of taking things for granted had to be discarded overnight and a new way of approaching work and business had to be adopted. The best part was settling into the work from home concept — something I had always thought would not work for me. I now only want to work from home for as long as I can manage it. Saves time and money.

In India, some PR firms that focussed on B2C were in bad shape in the initial months of the lockdown. But by the last quarter of 2020, when the worst was behind us and there were green shoots emerging, one could really see hope and a better way of doing business. Those that thrived on consistency of servicing and crafting meaningful campaigns came out with flying colours. Even PR professionals who put their best foot forward saw growth coming their way in the form of better prospects. Print media went through its share of troubles and digital gained immensely. 

I was a regular at the Zumba studio in my neighbourhood. All of a sudden these activities were paused. I began daily walks for one hour covering 10,000 steps with solid vigour. This boosted my immunity and helped me keep Covid at bay for over 14 months. When it hit me, I had it milder than most of my peers. I also got to spend more time with family and build formidable bonds with a few friends. This is the support system that one carries for life. And I’m grateful for all that I have learnt these past two years.

If you'd like to share your three lessons, please let us know.