Public Relations and Stakeholder Engagement during COVID-19: A Study of Jaipur Malls

The COVID-19 Pandemic brought sudden unexpected changes in the lives of every person. The outbreak of the virus just didn’t shut down the people within their four walls affecting their mental and heath conditions, but it had also shut down all doors of corporate operations, resulting in tremendous damage to the world economy, forcing some of the corporates to adopt severe cost-cutting measures. The bitter COVID times forced every organization to immediately adopt situation-based Stakeholder Management tools and strategies to address their growing tensions and to reach out to them about the new work models. Every organization adopted all possible offline and online Crisis Management strategies in the direction of Stakeholder Management. The research article tries to study the various Communication Strategies employed by the malls, being one of the most prominent business hub area during the critical times to ensure that a consistent channel of communication is maintained with their stakeholders. As a part of the study, the researcher seeks the insights of the top-most professionals of the PR & Management Team of the leading malls of Jaipur to find out their perception regarding the effectiveness of the role played by the Communication Professionals during the COVID-19 Lockdown Period to keep the stakeholders informed and engaged. The findings revealed that the employment of innovative PR and Management Strategies by the malls proved out to be one of the strongest relationship building measures during the pandemic period to reach out to the stakeholders in a more compassionate and engaging manner.