Gone are the days when brands could plan a crisis response in hours. Now is the time to act quickly before social media takes over a brand's message and distorts it. No problem goes not go undetected at any time of day. In today's always-on news cycle, brands must monitor and respond to emerging concerns in real time. Thankfully, social media monitoring and listening software can assist them in this endeavour. Brand visibility can be maintained by using branded hashtags on visual social media platforms such as Twitter or Instagram keep customers engaged.  For example: Doritos launched a user-generated content (UGC) contest in July, with #crashfromhome to drum up excitement for the return of NFL football while keeping fans entertained at home.

Machine learning is particularly suited for predictions and in PR, reliable foreshadowing is a considerable asset. In the realmn of communication, AI's ability to comprehend human language has enabled businesses to better understand individual behaviors, preferences, views, and interests in order to create more effective advertising plans.

Similarly, public relations firms are embracing AI, utilizing it to forecast media trends, convert speeches to text, monitor social media, and more.Shift Communications, for example, has a marketing technology staff of ten people, including six data analysts. Clients benefit from advanced analytics, machine learning, sponsored search, social media, and other services provided by the team.

In order to reach the younger demographic of Generation Y and Generation Z professionals, social media is the key channel. Social or economic status may be disregarded as, in this new technological era, almost every working professional has a smart phone and thus access to social media. During the pandemic, guidelines, protocols, and standard operating procedures, which are normally retained within institutions, are being transmitted at an unprecedented rate, with social media serving as an effective medium. Free and easy-to-use collaboration technologies like GoogleDrive, DropBox, and Slack complement messaging and conferencing platforms like Zoom, Skype, and Whatsapp. However in order for each company to communicate its industry specific ways of work and procedures, the government can issue a press release to every sector, encouraging employers to use, where available Online Social Networks. Online social networks (OSNs) have grown in popularity as a way to find real-time information on the internet. A growing number of businesses are using social media platforms like Sina Weibo, Twitter, and Facebook to communicate with customers, building an enterprise social network (ESN) (Jianhong Luo, Xuwei Pan, Shixiong Wang and Yujing Huang, 2018). The psychology of persuasion such as referenced by Denton (2019) manifests itself through social media and inexorably helps in disseminating the new ways of work and laying the foundations for the new normal/ new work culture. SME’s could of for Whatsapp to communicate with employees. Organisation Specific dedicated WhatsApp groups could be formed, in which information would be widely and quickly disseminated. Our choice of this strategy is fuelled, on one hand by the plethora of channels it offers for the communication of work practices and culture and, on the other hand, because it is readily accessible by the target audience.

While social media has cemented itself as the new go-to platforms for PR professionals, traditional media outlets such as the television, radio stations and newspapers should not be neglected as they allow organisations and more broadly governments to address an older target audience which has not, made the shift to the digital era yet, baby boomers and illiterates. We live in a digital world and there is no doubt it has turbocharged the public relations agency business. But if the Internet was the best and only way to communicate, brand management would have long ago abandoned television advertising (Foley, 2018). In Mauritius., the evening news is watched by older professionals and illiterates who prefer to listen either in Hindi, Mauritian creole or French, depending on what language they understand better. With Over half of the country’s population flocking news on the radio, in newspapers or on television, it would be preposterous to omit traditional media in one’s marketing mix. Well-designed adverts and press releases in the three different languages or read by a speaker, coupled with expletive videos would be the best strategy to inculcate and most importantly engrain the new ways of work in the population. We have chosen this strategy because Traditional Media has been around for so long, it is very likely that the average person knows the name of the local newspaper rather than the most popular blog in the area.