I am a firm believer that everything happens for a reason – even if it is not obvious. I am also an optimist and I look for the good in everything. 

One positive to come from the coronavirus pandemic is that it has forced people to act. Before March 22, how many people were doing something they loved and were passionate about? How many were just plodding along doing a job purely to pay the bills? How many businesses wanted to bring in changes, but couldn’t balance the disruption with day-to-day trade?

Most people have dreams and ideas they would love to follow, but don’t have the time or money to make them a reality. And for those who are chomping at the bit to unleash their entrepreneurial flair, there is rarely a good time to take the plunge – few would leave the security of full-time employment to take a risk to try and make their dreams come true.

But lockdown forced everyone’s hand. Everything came to a halt and life changed overnight. People’s needs and priorities shifted and businesses had to quickly adapt, while facing new challenges of their own. Among the industries to enjoy bumper trade were couriers and delivery firms and tech companies such as Zoom. But smaller, independent businesses needed to find their way in a world with Covid-19.

Earlier this year, a friend in retail wanted to give his business a real push to attract new customers. Ideally, he wanted to see growth of five per cent by the end of 2020 – 10 would be a dream. As we gently started to work out a strategy, lockdown happened. Plans went out the window. This was survival mode. Buckle up. He followed the guidelines and introduced social distancing measures in order to stay open and was in constant touch with suppliers to ensure he could deliver for his customers.

Fast forward seven months and his business is booming. He has more than doubled his 10 per cent growth target and has attracted new customers, as well as cementing existing business.

Another positive is that it has opened up opportunities that did not exist before, or that people might not have thought of.

One of the keys to PR and social media is getting to know and trust someone. It isn’t just a case of clicking on the cheapest or most convenient option. This is someone who has to get an in-depth feel for a business, its values and needs, and communicate that in a way that will engage new customers and clients. And it is someone you can rely on to represent your business better than you could.

As such, seeing people face to face is invaluable and was the norm, whether it was through meetings, networking events, or recommendations. But the pandemic put everyone into survival mode and marketing, PR and recommendations weren’t top of anyone’s list.

But, as many businesses discovered, that was exactly the time they needed to get their message out there – they were still open, what they were doing to keep customers safe, and reassurance that they could still give customers what they want without hiking up the price.

I have met and worked with some fantastic people and discovered some incredible businesses right on my doorstep, none of which would have happened without lockdown.

Don’t get me wrong – I would happily turn back the clock and do whatever was necessary to avoid Covid-19. But it has happened, it is here, and we need to make the best of it. Which is why it is better to celebrate successes and make whatever changes necessary for the future, than to lament the past.

At the start of March, I was so busy that I was actually turning down work and looking forward to a break. Now I am more careful what I wish for.

Stay safe.