Moving Forward in a Changed World
Posted on Jun. 14, 2021 / Subscribe 0
By: Olivia Smith, PRSSA University of Florida member and PRSA TB intern
PRSA chapters from North Florida, Orlando, and Tampa Bay hosted "State of the Industry: Moving Forward in a Changed World,” a panel of public relations professionals from various backgrounds to discuss how they adapted to the challenges of the COVID-19 pandemic.
The overwhelming issue, faced by all three panelists, was learning to do business virtually. Kelsy Long, director of media relations at the Clearwater Marine Aquarium, discussed the hard pivot from a solely in-person business and shared how the aquarium found success in creating virtual visits for people to see the animals they had been missing. The virtual visits have been so well-received they plan on continuing them after the pandemic.
Kathy Barbour, APR, faced tremendous obstacles in her work as the vice president of marketing and communication at Brooks Rehabilitation. No in-person visitation was allowed, which made it difficult for people to stay updated about the health of their loved ones. They had to bridge the gap with more communications to keep spirits lifted as much as possible. Kathy said relationships with rival hospitals became friendlier as they began sharing best practices for what was working during the pandemic.
Another bright light that shined in the midst of this global crisis was the emphasis placed on philanthropy. Sam Gardner, director of marketing and communications at Florida Citrus Sports, was proud of how his company was able to plan events that raised money for a good cause in a safe setting.
A second topic all three panelists agreed on was how a work-life balance was essential while working from home. Panelists shared how they used former commuting time to exercise, sleep in and spend extra time with their families.
All three panelists agreed their pandemic experience had taught them that it’s vital to stay hopeful and just as important to keep a diverse set of crisis plans in your back pocket.
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