We are nine months into the COVID-19 pandemic, and I still sometimes forget to unmute myself before talking in a Zoom meeting. I’m giving myself and others lots of grace as we continue to readjust to staying connected despite the physical distance. It is a helpful reminder that I will carry into 2021: There are lessons worth relearning.
It’s easy to assume that this year has changed the way we communicate. And in some ways, that is true. Remote workers have replaced in-person conversations with Zoom meetings and conference tables with conference calls. Communicating mostly remotely through multiple layered crises, including a global pandemic, a continued reckoning with racial injustice, and massive economic uncertainty has reinforced tenets of good communications that public relations professionals must keep at the heart of their work. Plus, they’re just good practice for anyone aiming to communicate clearly, effectively, and with compassion.
Be Flexible.
2020 offered many examples of how the media industry is constantly evolving. Interviews that required a trip to a TV studio or radio station and conferences that were held in convention centers a year ago are now being done remotely. Keeping up with technology and social media changes, especially in this moment, reminds us that flexibility is critical to doing public relations work well. Keep an open mind, be nimble, do your homework, and embrace change.
Good Communicators are Good Listeners.
The slight audio delays that can happen on Zoom and other platforms have served as a reminder of the need to listen. To be a good communications strategist, take the time to really listen – to the news, to clients and partners, and to your teammates – before moving directly to action. Listening should be a no-brainer, right? In moments of crisis and fast-paced news, it’s easy to forget the value of the “tactical pause.” When we listen to learn, not just to respond, we create openings for real connection and understanding. And that’s good for everyone.
Find New Ways to Deliver your Message.
Relevance is a key component of good messaging. In a 24/7 news cycle that is dominated by COVID-19 coverage and its reverberations across every facet of our lives, it’s essential to find a client’s connection to the news, and then highlight the solutions they’re driving. It also means communicating their key messages repeatedly and repackaging them to meet the moment. Persistence is your friend when building relationships with media, too. Reporters and editors are busy, especially right now. Make your story and your client easier to remember by following up.
Center the Subject.
As one of our local Congresswomen, Rep. Ayanna Pressley, said earlier this year, “ I wake up every day with a sense of urgency – to ensure that those closest to the pain are closest to the power.” Centering and elevating the voices of the people in the heat of the experience is paramount. Creating space and pathways for people to share their stories, in their own words and on their own terms, is at the heart of what we do.
If anything, this year has highlighted that the simplest things are the most important. As we head into a new year, public relations professionals will be well-served and can do well by their clients to tap into these lessons. And remember to unmute yourself before sharing them.
