Oct 20, 2020
Jeff recently served on a panel at the National Press Club speaking on the impact of the global pandemic on public relations and he shares what he and his co-presenters discussed. It begins with how you define “PR.” If it’s press releases and publicity, your future doesn’t look that promising. PR professionals need to stay ahead of the curve, using the strong base that public relations provides but expand the skill-set to include digital, social media, content and measurement. The core of PR will always be its expertise in messaging and the use of third-party endorsement, and of course protecting reputations through crisis communications preparation and management, which is the hallmark and value that a PR professional delivers. Jeff’s co-presenters were his colleagues from Capitol Communicator, Publisher Paul Duning and Editor Phil Rabin, who cited a report noting that PR professionals will be evaluated on how they can take a company or agency into the future, not on their skills that got the organization to where it is today.