Modifying our work for the pandemic and beyond

I’ve always told anyone who’s asked that one of the most interesting parts of my job is that no two days are the same. Working in public relations is like having a bunch of different jobs all combined into one. We get to be writers, journalists, event planners and more all under the umbrella of serving our clients’ needs. That being said, one of the most important lessons I have learned as a PR professional has been how to modify my work to best meet my clients’ goals.

We offer a vast array of services and serve clients across a wide variety of industries, so it’s important for us to be able to adapt all aspects of our work to fit the needs of each individual client – and this has been even more true during a pandemic! 

In a time when everything seems to be changing by the minute, the ability to change course quickly and efficiently—and be able to help our clients do so as well—is key for success. 

One of the most crucial parts of our client work is keeping our clients informed. Our team is constantly monitoring safety guidelines for most recent updates so that we can advise clients on current messaging for both internal and external communications. 

This includes monitoring the current media climate. We want our clients to be as informed as possible when it comes to news topics and trends so that we can be as effective as possible when sending out news stories and announcements on behalf of our clients. Monitoring media allows us to keep our clients informed with the most current information for their communications. 

Over the past six months, one of the most notable adaptations we’ve faced with changing safety guidelines has come with the shift away from in-person interactions and toward virtual interactions. Client media interviews that would typically be held in-person in a news studio have instead been conducted virtually, press conferences have been conducted virtually; even full fundraising and seminar events have been conducted virtually. 

Our ECPR team has been keeping up to date on all the latest virtual tools so that we can advise our clients of the best tools to use to meet their unique needs. Whether it be a media interview, press conference, fundraiser or webinar, our team has taken the time to familiarize ourselves with each virtual platform and can prepare our clients with tips and best practices for adjusting to virtual communication.   

At ECPR, we value a can-do attitude and we are confident in our abilities to handle any challenge that is thrown our way. Even in the most uncertain of times, we are adapting to provide our clients with the necessary tools to grow and to meet their goals throughout the pandemic and for the “new normal” that follows. 

Kelsey Stevens is an account associate at ECPR.

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