Written by: Kaila Currie-Bartlett, public relations graduate, Event & Project Specialist, Fluid & Digital Communications Coordinator, CPRS Toronto
Introducing you to CPRS Toronto’s new ‘In Conversation With’ blog series. Once a month, our marketing and communications subcommittee will post quick conversations with GTA public relations practitioners and industry thought leaders. During these conversations we look to explore the impact COVID-19 has had on communication practitioners, as well as provide insights into the future of public relations moving forward.
For our first In Conversation With, we chatted with Jessica Rabaey, Communications Advisor, Town of Milton and Director of Communications and Marketing, CPRS Toronto. Jessica plays a critical role with the Town of Milton in building and maintaining the corporation’s public image. Jessica also leads the communications and marketing portfolio for CPRS Toronto. She and her sub-committee of volunteers are responsible for driving membership engagement and building strong relationships with stakeholder groups.
How did 2020 change your role as a PR practitioner?
Prior to the pandemic, a lot of my time was spent on planning and executing campaigns about various services and programs. Throughout the pandemic, the focus of all internal and external communication shifted entirely to the well-being of employees, residents and public safety. In the public sector, all of my energy was directed at communicating factual, trustworthy information to educate residents and other stakeholders about the pandemic and how it was impacting service delivery within the municipality.
What other changes to your career/role as a PR practitioner do you see emerging in 2021 and beyond? Why?
I think every organization I work for now and in the future will prioritize the importance of crisis communications and internal communications. On that note, the pandemic has provided senior leaders the opportunity to get in front of their employees with more transparent and personal messaging. Unsurprisingly, employees don’t appreciate being kept in the dark and they want to know how the pandemic will impact their jobs and what the organization is doing to manage the crisis. Even if you don’t have all the answers, sharing what you do know will improve the overall health of the business and creates a sense of transparency that people respect.
What is your biggest piece of advice for PR practitioners moving forward?
My biggest piece of advice for PR practitioners moving forward is to prioritize their own mental health. As communicators, we are often tasked with solving and mitigating problems and keeping a pulse on stressful situations behind the scenes.
Throughout the pandemic, communicators have been working around the clock to build and execute internal and external communication strategies. With mounting pressure to communicate quickly and often, stress is inevitable. The best thing you can do for yourself is to set aside time for self-care and realize that your mental health and wellbeing is vital to how you perform at work.
If you are interested in participating in our new In Conversation With interview series, please complete the online form here or reach out to CPRS Toronto’s Digital Communications Coordinator, Kaila Currie-Bartlett at kailacurriebartlett@gmail.com.