In PR: Adaptation is the Key to Success

During this unprecedented COVID-19 era, PR professionals and PR agencies are moving swiftly to adapt to the pandemic's inevitable consequences. In this environment of change it is critical to stay on top of the game to ensure our clients are well taken care of. Now is the time for law firm PR and marketing professionals to increase their knowledge and strengthen their teams to offer insight that aligns with the firm’s core vision.

We are already aware that Zoom, Work, and other platforms are here to stay, and many traditional PR tasks will move toward more frequent virtual meetings, virtual interviews, and virtual meet and greets. While we won’t be working from home forever, the old way of doing business in all respects has changed, and much of the virtual aspect of public relations will remain. The need for office spaces will continue to decline, and outside agencies will adapt to a more open and flexible work environment.

On the upside, these challenging times have allowed for the majority of PR professionals to brush up on their crisis-management skills. If they have not already, they will, clients will demand it. There will be more need to learn and put into play these new tools to prepare our clients and ourselves for the next crisis.

Along with crisis management, PR pros should use this shelter in place moment to learn and grow with the times. Whether that be an online course or listening to other industry professionals as they podcast and talk on Instagram live. We should embrace the opportunity to further our education, so we come out smarter and wiser from the pandemic.

We’ve already had a taste of budget cuts and adjustments and the post-COVID economy is likely to continue tightening budgets for many PR firms. The key is to be creative, come up with innovative and quick ways to keep your team working since traditional face-to-face interviews and press events are less accessible. Become proficient in recorded zoom interviews and heighten your social media capabilities to stay relevant.

PR will continue to thrive after the pandemic subsides, it’s an important and valuable tool for any business and the most successful, the survivors, will be the ones who maintained strong communication with their clients.

For now, as the pandemic continues, PR professionals must work harder, move through these challenging times with grace and prepare their clients for the future.


Claire Whitten is an Intern at ELPR and Marketing Major at San Diego State University