روابط عمومی در بحران: تاثیر کرونا بر جایگاه روابط عمومی

In the past, Stone Age, Renaissance, and medieval titles were chosen to represent "seismic social changes," and today global pandemic has given us a neat dividing line, giving us ‘Before COVID-19’ and ‘After COVID-19’ eras. Corona has changed the principles we have assumed. The success and resilience of processes during the corona epidemic depends on redefined operational practices and a real concern for the health of the people and society. The current situation has not only changed businesses and organizations in general but also revolutionized public relations in particular. The conditions for success in this era are very different from the past, in this new era, "trust" plays an important role. With the disappearance of common marketing and communication methods, new ideas for how to communicate with customers and audiences were formed; People are no longer willing to go back to the way they were before, but are looking for new ways and technologies to communicate with each other; Accelerating the desire and presence of people in cyberspace and holding meetings in the form of webinars is a testament to this. With the emergence of "Metaverse" and the integration of the material and virtual worlds and the opportunities that come with it, one can’t expect a return to the previous conditions. A virtual world where people can do their daily chores, play games, and even socialize with each other. These conditions provide an opportunity for public relations to shine, and with thoughtful positioning, to finally step into the main role they have always dreamed of.