It’s been quite some time since we first heard the term, COVID-19 hasn’t it? And in the space of just a few months it’s been a fixture in so many conversations, it’s hard to see just when we’re going to come out of this dark, uncertain tunnel. Some of the numbers I’ve come across paint a mixed picture:

As of July, unemployment rates have held steady in part driven by states that have rolled back their phased re-openings. However, cases surged in several states – 9 have been forced to reverse their re-openings.2

Additionally, there’s a consensus that a strong rebound is expected to happen in 2021 in the form of a “swoosh” shape, but it may be hindered by a second wave of COVID-19.2

As much as I’d like to say that our victory is in sight, it’s more realistic to say that we’re going to win as long as we don’t decide “enough is enough” and pack it in.

We will endure, despite the social distancing and lockdowns.

By now the work-from-home model of your business is firmly in place, I hope, but the strains of meeting your clients’ needs is still an everyday struggle regardless.

In the meantime, industries are seeing differing effects from the impact this year has brought:

Recent developments in Finance, Information Technology (IT), and Healthcare:


  • In Finance, property management costs will likely rise due to increased health and safety measures. Banking recovery likely will not really get underway until the middle of 2021.3


  • IT in the U.S. is expected to have an enormous market boom from $131 Billion in 2020 to US$ 295. The main reason is the increased demand for software and teleconferencing tools such as Google Hangouts, WhatsApp Video call, Zoom, and Microsoft Teams.4


  • In Healthcare, S&P is predicting the worst of the COVID-19 pandemic has passed for the healthcare sector, and that “a return to the lows of the earlier stages of pandemic in late March/early April” is not expected. However, the report noted a full rebound is not likely until a vaccine or other treatment for the novel coronavirus is available.5


While we may be seeing trouble right now, there are some encouraging signs that we’re headed toward recovery, but it’s not going to be quick.

See, there IS hope peaking over the horizon, and I think much of the credit goes to YOU, my fellow business leaders, for sticking with for principles and doing the hard work to make our mutual economic healing begin in earnest. There still so much to do.

During these many hard months, you’ve been making pivot after pivot, sacrificing, making tough decisions, and even going waaay outside your comfort zone to make sure your business perseveres. You’ve come to me for market research and together we’ve built a custom communications strategy.


But now we’ve come this far, there’s still more to do to get your business up to speed – the means to get your message to the media’s eyeballs.


And it’s a tool that’s been around for a very long time. You’ve definitely heard of it – it’s the press release – and when you have a professional team behind yours, it’s arguably the most powerful instrument in your Anti-PR arsenal.

Well-written press releases can:


  1. Improve your public image and reputation
  1. Increase your industry influence
  1. Increase SEO and exposure
  1. Make future client sales easier to close
  1. Accelerate company expansion


With time and consistency, grow overall profits (we all want that!)

Smart Market Research, a Strategic Communications Plan, and now it’s time to unleash the press release.

It’s simply not enough to have information on your industry and competition. Nor is it enough to have strategy to speak to your audience – now it’s time for the message itself.

You know best what your company mission, philosophy and culture is about. You live it every day – it’s practically imprinted on your DNA.

Living it is one thing – effectively communicating it is an entirely different animal. A press release can do just that. But there’s a science to it. There’s nuance. Hell, it’s really a finely-honed craft.

Sure, everyone can write, right? But not everyone is a professional media writer. And not every professional writer can write a press release that makes a journalist freeze over the delete button and exclaim “I NEED THIS STORY!”

GREAT press is the start of GREAT things for your business. Real news about your business, NOT self-congratulatory praise wins the day. If your Press Releases provide real news – they will get your message out there – a professional symbiosis.


At JOTO PR Disruptors, we know what is required to get your business into the press, the most influential means to get you the exposure that results in third-party credibility via influencers so you in turn become THE influencer and go-to business in your industry.

Our team of specially trained media writers, with their own decades of media experience, take our market research and your hard news, melding the two into top-notch, no-nonsense press releases.



  1. “World Economic Outlook, October 2020: A Long and Difficult Ascent”, International Monetary Fund,, retrieved October 15, 2020
  2. Miller, Anna and Roth, Ryan. “Economic insights: COVID-19”,, July 22, 2020
  3. Shilling, Mark. Shaw, Gary. Berry, Jim. “The path ahead Navigating financial services sector performance post-COVID-19”, Deloitte,, September 10, 2020
  1. “Impacts of COVID-19 on the Information Technology (IT) industry”, Market Data Forecast,, April 08, 2020
  2. Shinkman, Ron. “Most of healthcare industry in V-shaped recovery from COVID-19, S&P says”, HealthCareDive,, September 21, 2020