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Guest AuthorApr 28, 2021, 10:00 IST PR plays a crucial role in testing times As we grapple with the second wave of the virus, Jaideep Shergill, Co-founder and CEO of Pitchfork Partners takes a few moments to introspect. He writes how the pandemic will herald a new age of PR, one in which truth and transparency will reign and brands will make a home in people’s minds.As the year rolled over, there was hope on the horizon. It seemed that triumph over COVID-19 was around the corner. And then, déjà vu. As we grapple with the second wave of the virus, I’ve taken a few moments to introspect. I think not just about how to overcome and survive this crisis; but how to emerge stronger, more suited to the times we find ourselves in. ....