Approaching PR During a Pandemic: Top Agency Pros Weigh In
If you are anything like me (and considering you’re reading this, you probably are) one of the first reasons you fell in love with public relations is the industry’s countless opportunities for continued education and professional development. As many of us are entering this summer unable to gain experience through traditional internships or face-to-face college courses, now is a great time to seek alternative ways to expand our knowledge and skill set. Fortunately, PRSA and PRSSA are providing young professionals and students with several free or low-cost events to attend from the safety and comfort of home.
On Tuesday, May 12th, PRSA hosted “Trusted Advisers: PR Agencies in a Global Pandemic”. The virtual panel-style event featured leaders from top public relations agencies who discussed how they are supporting their clients during COVID-19 as well as their approaches to messaging and pitching during these uncertain, highly sensitive times. While the panelists answered questions about virtually every aspect of PR, the focus was largely on handling employee relations or internal communication and media relations during a crisis.
Panelists included the following:
- Richard Tauberman: EVP, Corporate Communications at MWWPR
- Will Collie: General Manager, Southern California at Edelman
- Grace T. Leong, MBA, APR: CEO & Partner, HUNTER
Moderator:
- Michelle Olson, APR: Managing Director at Lambert, PRSA Chair-Elect
So, what insight did these public relations pros provide during the jam-packed 60-minute panel? Let’s get into it! Here are some of my main take-aways from the panelists.
Shifting from a Selling Mindset to a Solutions Mindset
Collie explained how he has been urging clients to shift their mindset when thinking about messaging. For some clients, the focus should be on how their products or services will help kickstart the economy or create new ways for communities to strengthen and build relationships. For other clients, the focus should be on reminding the public what they stand for and emphasizing their brand and purpose. By and large, all panelists suggest that clients use this time to redefine their goals and objectives, and discover ways to demonstrate them through the COVID-19 filter.
The 4 Cultural Conversations Happening Right Now
Leong shared with viewers the top cultural conversations in the media during COVID-19. Additionally, she stressed that she is counseling clients by helping them decide whether they should be part of certain conversations, and how to enter the conversation tastefully and authentically.
1. The conversation of helpfulness, concern, and providing supplies.
2. The conversation of thanking and saluting essential workers.
3. The conversation of how to safely reopen.
4. The conversation of business adjustments and the new normal.
Successful Elements of a Pitch (With a COVID-19 Filter)
The three panelists shared several media relations tips for pitching during a pandemic.
· Be sensitive to audience concerns across sectors. Basically, DON’T BE TONE DEAF!
· Maintain relationships with the media. Angle stories towards reporters’ beats and the specific aspects of COVID-19 that they are covering.
· Ask yourself: What is the right channel for this story? Are there other avenues besides earned media that are more appropriate?
· Consider the medium, message, and client’s industry when deciding who to use as the spokesperson.
COVID-19 Campaigns – Should we do a “Thank You” Campaign?
At this point, we have all seen countless messages thanking essential workers. However, all panelists agreed that companies should absolutely consider it if they have not done so already. While it is important to remain authentic and consider timing when putting out a new campaign, essential workers deserve to continuously be thanked and shown gratitude as they continue to work through these unprecedented times.
Lastly, Tips for Recent and Soon-To-Be Grads
The event ended with panelists answering some Q&A and offering advice for viewers who will soon be entering the workforce while adapting to a new, more fluid “normal”.
· Remember that your first job is a two-way street. Enter your position ready to learn as much as possible.
· Use this time to broaden your skill set.
· Never forget that your education is YOURS, it’s not going anywhere!
· Unimagine your post-grad future and write a new story for yourself.
During this summer that none of us could have ever predicted, I encourage all of you to take advantage of any and all opportunities for advancement that come your way. Remind yourself why you chose public relations and continue to fall in love with the industry!
About Sam:
Sam Stoddard is a senior at Grand Valley State University studying advertising and public relations with a minor in digital studies. She is the VP of Programming for PRSSA and an account associate for GrandPR. In her free time, you can find her practicing yoga, catching up on podcasts from her favorite comedians or spending time up north with her family.