How will you communicate?
Communication will never stop and Covid-19 won’t make it either. This is because it’s an avenue full of ideas, innovations, suggestions that nobody will ever be able to interrupt. It’s actually thanks to communication that we can exchange information in order to find useful ideas to fight and defeat the Coronavirus, also from an organisational point of view (the institutions debate every day about the possibilities and on how to restrain the pandemic). I don’t have a crystal ball, and I don’t know how my sector will be affected, what I do know is that the future of communication is now: all we imagined has been anticipated by the virus, which has raised the bar of opportunities for innovation. It’s today that we have to think about the future.

We don’t see each other as we used to and public relations have changed, but even if distances can feel like barriers, we must not stop communicating. This process can be carried out in many ways, not only with instruments like Zoom, because today the future of communication must be the key to live with the virus and help us overcome the Covid-19 emergency; let’s not forget that at present it is made of gestures, and we greet and speak with the others through them too.
The communication of the future is today, now, not only for professionals in the sector, but for everybody: we must value the community, because there is an ‘I’, but there is also a ‘we’.
We have to learn to communicate through both new gestures and new educational and cultural values. Culture has taught us that the future is now, and it can become the communication of the future.