Effects of the COVID-19 pandemic on public relations roles: Perspectives of Malawian practitioners.

This article examines the effects of the COVID-19 pandemic on public relations (PR) roles and the future prospects of the PR profession in Malawi, drawing on insights from fourteen members of the Public Relations Society of Malawi (PRSM). It finds that while most PR practitioners primarily performed technical and some managerial roles, they were generally excluded from strategic decision-making or the "coalition of the dominant" within organizations, as described by excellence theory. The pandemic increased practitioners' workload, necessitated remote work, and accelerated the adoption of information and communication technology (ICT), thereby enhancing the visibility and indispensability of the PR function. Respondents expressed optimism about the profession's future, contingent on greater recognition by top management and enhanced professional training to enable strategic involvement. The study highlights the evolving role of PR in Malawi amid pandemic-driven challenges and underscores the need for institutional support to elevate the profession's strategic status.