The New Modern - Repositioning the Public Relations Industry with Jessica Napier
/In conversation with the talented, experienced and intelligent writer, editor and public relations professional Jessica Napier, on repositioning the Public Relations industry.
1. What one aspect of the PR industry will see the longest-lasting repercussions of the global health pandemic?
It’s hard to say at this point, but I think the economic impacts of this crisis are going to be very significant – both from an industry standpoint and among consumers. With so many media outlets barely surviving before the crisis, I think we’re unfortunately going to see a lot of publications close in the coming months, and fewer outlets mean fewer opportunities for us to tell our clients’ stories. Similarly, with so many Canadians losing their jobs as a direct result of this pandemic, consumer spending on discretionary items like travel, restaurants and lifestyle products is going to take a real dive. As PR professionals, this recession is going to have a real impact on our jobs. We need to be sensitive to the economic climate and consider new and innovative ways to share our message.
2. With nearly everyone's revenue declining, do you see more collaborations between PR firms?
I think there has been a definite shift in sentiment in the PR world; as with so many industries there’s a feeling that we’re all in this together. I see a great benefit in openly discussing our shared experiences and the challenges we’re facing in the wake of COVID-19 and working together as an industry support one another through this difficult time. Most agencies have lost clients and seen a drop in revenue over the last few months, and as a result there’s a greater opportunity for community building and collaboration versus competition. I work part-time with SMC Communications out in Vancouver and the agency has been working on an incredible collaborative initiative to help support independent restaurants across the country. The team launched Breaking Bread back in March and has been working alongside other PR agencies to help generate awareness about the crisis facing the hospitality industry as a whole.
“Nano- and micro-influencers who specialize in a niche area can produce more focused, relatable content and offer genuine audience engagement, making them much more appealing in terms of ROI.”
3. Will larger (50,000 followers/connections) influencers see tomorrow's world?
Good question. Influencer marketing has changed a lot over the last five years and with shrinking budgets across the board brands are going to get a lot more selective in how they spend their resources. Celebrity accounts often have millions of fans but very little authentic engagement, plus working with mega- and macro-influencers requires a huge financial investment. Nano- and micro-influencers who specialize in a niche area can produce more focused, relatable content and offer genuine audience engagement, making them much more appealing in terms of ROI.
4. Who's got your vote going forward between micro influencers and high-niche influencers?
When it comes to digital strategy, there’s no one-size-fits-all answer. Every brand is different and it’s important to consider your unique goals and audience with any influencer partnership – and to measure results as you go to determine what’s working and what isn’t. I see great value in building long-term relationships with micro-influencers as brand ambassadors, but there’s also an opportunity to leverage high-niche influencers for their category specific knowledge for more targeted campaigns.
“There’s already been a huge shift towards online-specific promotional campaigns, and I think we’ll see that trend continue with products and services being delivered to media/influencers at home and adapted for virtual experiences. ”
5. Using a brand with a physical location as an example, will there be "traditional" public gatherings for new location openings/new line or product releases, or will these now be done virtually?
As the COVID-19 situation continues to develop daily, I think it’s hard to say when we’ll see a return to traditional PR and marketing events (if ever). Obviously, we’re all paying close attention to public health guidelines and anticipating that things could potentially improve over the summer, then get worse again in the fall. There’s already been a huge shift towards online-specific promotional campaigns, and I think we’ll see that trend continue with products and services being delivered to media/influencers at home and adapted for virtual experiences.
6. There's been a massive increase in on-line information consumption due to the global health crisis. As an experienced PR professional, how will brands be able to cut through the noise?
With screen time at an all-time high, brands are trying to connect with customers across a variety of social platforms. Instagram Live has proven to be a particularly popular avenue for companies to reach captive audiences, but after many months of social distancing I think we’re all starting to feel screen fatigue. It’s crucial for brands to remain authentic in their messaging during this time, and continue to plan strategically. While it’s great to take a creative approach and try new things, I think it’s also very important to consider what actually works for your audience and what platforms truly serve your brand identity – as always, it’s better to prioritize quality content over quantity. You don’t need to be on TikTok if it doesn’t make sense for you!
“Strong relationships with media and partners are the foundation of public relations, and I think the importance of these connections will remain constant throughout all of this upheaval.”
7. What's one constant in the PR world that will transition from yesterday's world to tomorrow's?
Strong relationships with media and partners are the foundation of public relations, and I think the importance of these connections will remain constant throughout all of this upheaval. Maintaining relationships will more important than ever, though we’ll see big changes in the way these connections happen. Obviously, we’ll see more online communication vs. in-person meetings. We’ll be making connections and keeping in touch through social media platforms and even experimenting with virtual events and FAM trips to help connect media with brands and destinations.
8. Hardship, with the right approach, can lead to opportunity. What opportunities does the PR world have currently?
With a situation that’s evolving daily and impacting every single industry, there’s a huge appetite for news at the moment. There’s an opportunity here for public relations professionals to create a platform for their clients as thought-leaders. People want to know how different industries are reacting to the crisis and what they’re doing to help, and it’s up to us as PR representatives to help tell those stories. Over the last couple of months, I’ve been working to secure speaking opportunities and media interviews for clients so they can share their insights on the crisis. Positioning clients as opinion leaders gives agencies an opportunity to keep them in the news without pushing insensitive ‘buy now’ messaging.
“With so much screen time, I try to go for a walk or do an online workout each day so that I’m moving my body and taking a break from sitting in front of my laptop. ”
9. How have you personally been affected by COVID-19?
It’s been an emotional roller coaster for sure – boredom, sadness, frustration, anxiety, grief – but overall I count myself very lucky. My husband and I are both able to work from home and we have remained healthy so far (unless you count the endless baking and hours of Netflix binge-watching). My 95-year-old grandmother contracted COVID-19 last month following an outbreak at her long-term care home in Toronto; thankfully she recovered quickly and with very minimal symptoms – which is amazing!
A few of Jessica’s new houseplants…no stock image for this one!
10. What's kept you grounded throughout this?
Thankfully I have a great support system of friends and family, so lots of virtual Zoom hangouts and physically distant visits outdoors have helped keep me sane over the past couple of months. With so much screen time, I try to go for a walk or do an online workout each day so that I’m moving my body and taking a break from sitting in front of my laptop. Oh…and I’ve purchased about seven new houseplants; it’s nice to have something green to look at when you’re stuck in the house all day.
“With any big shift in the culture there’s an opening for creative and innovative people to capitalize on the situation.”
11. Will the influx of being online create a new wave of entrepreneurs and PR companies?
Absolutely, I think with any big shift in the culture there’s an opening for creative and innovative people to capitalize on the situation. PR is an industry that’s constantly evolving and adapting as the media landscape transforms; the last 10 years has seen a huge disruption in traditional media and an influx of new media, influencers and agencies have adapted their skills and expertise accordingly . There are bound to be plenty of business opportunities for entrepreneurial folks – certainly in the health and safety space. It’s been incredible to see companies pivot their operations to combat the crisis – from sewing masks and bottling hand sanitizer to creating plexiglass shields.
Image via zoom.com
12. What additional skills/talents have you had to learn in adapting to the new modern?
SO MANY VIRUTAL MEETINGS! I’ve never been a huge fan of talking on the phone (like a typical millennial I much prefer email) but the inability to meet with clients and colleagues in person has given me a newfound appreciation for video conferencing platforms like Zoom and Microsoft Teams. On a personal note, I’m cooking for myself more than ever and learning new recipes each week. I love going out for a nice meal at a restaurant, so preparing all my meals at home has been a real adjustment.
“Rather than pitching traditional travel stories we’ve been reaching out to media with creative destination-inspired content to enjoy at home (recipes are huge!) and virtual experiences to inspire future getaways. ”
13. How are you adapting to this professionally?
Thankfully I’ve had plenty of experience working from home in the past, so it wasn’t too much of a shift for me to adapt to a WFH lifestyle when this all happened (though I did have to give up my home office to my husband). The majority of my PR clients are travel and hospitality focused – so with international tourism suspended and restaurants pivoting their business models we’ve had to adapt our promotional strategies accordingly and find new ways to keep brands top-of-mind while remaining sensitive to the global situation. For example, rather than pitching traditional travel stories we’ve been reaching out to media with creative destination-inspired content to enjoy at home (recipes are huge!) and virtual experiences to inspire future getaways.
14. Many of us are upping our content output (words/pictures/video) and some of us are learning how to do things ourselves, opposed to having others do it for us.
Why will there still be a need for PR agencies in tomorrow's world?
With people spending more time on their phones than ever before, I think there’s a heightened level of interest in influencers and a seemingly endless appetite for content. When it comes to eating in restaurants or travelling internationally, consumers will be looking to trusted sources that they feel a personal connection with to lead the way – and PR agencies have a big part to play in helping to craft those stories. As trendsetters and early adopters, Influencers can show their audiences exactly what the new reality looks like – so creative partnerships are a great chance for brands to leverage that influence and drive business once we enter recovery mode.
15. What plans did you have for 2020 that will probably be delayed/cancelled?
I didn’t have too many concrete plans in the works for 2020 – no big trips or weddings this summer thankfully! My husband and I are hoping to buy a house in Toronto at some point this year, though we’re waiting to see what happens with the market at this point.
Jessica Napier is a writer, editor and public relations professional with more than a decade of experience working in communications roles in both Vancouver and Toronto. Harnessing her talents in content creation, media relations, marketing and communications strategy, she works one-on-one with a roster of top-tier brands at the local, national and international level, with clients ranging from small independent restaurants to global tourism destinations.
Connect with Jessica HERE and HERE.
Side note:
We also went dog sledding together in Quebec as part of a week-long FAM earlier this year and nobody fell or was injured. The only thing we got were a ton of gorgeous pictures and video
