This week we had the honor of hearing from five PR industry figures we admire and respect greatly: HL Group’s Lynn Tesoro, BerlinRosen’s Jonathan Rosen, Susan Magrino of Magrino PR, Sara Fitzmaurice of FITZ & CO and The Communications Store’s Julietta Dexter. Like so many industries, PR is facing many challenges brought about by Covid-19. It has forced company owners and teams in a matter of weeks if not days, to reimagine their businesses for the new quarantined normal. We heard from these agency principals about how they’re adapting and what they see for the future of communications. 

On internal teams and clients:

• Strategy and partnership have always been important, but the pandemic has reminded us of the value in working together, whether it’s team cross-pollination or on a larger industry scale
• Transparency, open communication and authenticity are universal themes, from internal comms at the agency level to brands communicating with consumers
• Pivot your work to meet the client’s needs, not what your typical scope of work might be
• We have to be sensitive to people's comfort levels. Things are different city to city, state to state, so ask yourself: What would the consumer feel comfortable with here?
• Brands should look to uplift their audience and consumers. The overlying message is purpose not product, so tell consumers who you are and what you stand for in
• Encourage your clients to give back where they can
• This is a time for thoughtfulness and kindness, and that goes for media as well
• The pandemic has pushed companies to be creative and innovate, which has resulted in more efficient ways of doing things, i.e. virtual training modules instead of one big meeting (which some employees might miss)
• Instead of rushing back to where we were, we can use a moment of crisis to reinvent, future-proof and see how to pivot and evolve into the future in a better way
• Digital is offering more sophisticated ways to enjoy everything from arts and culture to virtual travel tours and spirits tastings
• Human-to-human togetherness is vital. We must have the courage to come together again

On future-proofing your business:

• You might capabilities for other areas you don’t typically work in, simply because we get locked into “who we are.” Look forward and evolve
• Ask yourself: What kind of business would blow up your business?
• Consider if this was a new client, what would you do differently?

On long-lasting industry trends:

• Social impact: Renewed focus on this, including meaningful travel
• Consumer confidence: Brands talking transparently and providing real, honest information
• Efficiency: No longer measure the success of an event by showing face etc.
• Integration: Getting out of a silo mentality with teams working more together and offering clients well rounded thought process
• Consolidation: Businesses with different strengths coming together, fostering a spirit of collaboration and making us all stronger
• Digital, e-commerce and tech innovation: All industries have the opportunity to take advantage of this
• Kindness and empathy in business: You will always have to make hard decisions, but it’s up to you how you make them