After more than two years of the Covid-19 pandemic, it can be hard to quantify the ways in which we have changed. Our pandemic coverage helps us understand the industry impact, and it seems unlikely that any of our content has been untouched by the unique circumstances that have taken root since the start of 2020.

But so much of that change has occurred at a human level, where many of the lessons emerge from the various conversations and anecdotes that underpin our stories and events. To better showcase these learnings, and provide a measure of insight into how the global PR industry is responding to such a transformative era, this series asks people what they have learned, according to three specific areas.

In the latest instalment in our series, we hear from Lisette Paras, the president and founder of Gravitate PR, which works with high-growth tech companies in San Francisco. Paras talks about emotional intelligence in leadership, the growing need for strategic communications in an unpredictable world, and the importance of grit.

Three things I've learned... 

Career
The importance of empathetic leadership cannot be overstated. We’ve been dealing with the consequences of the pandemic, and racial and system injustices, and the challenges to our equal rights continue in the wake of Roe v Wade being overturned. Personally, truly listening, connecting and fostering an open and safe environment with my colleagues and clients, has been central to how we work. Everyone has been deeply affected by the events of the last two years, and a greater level of emotional intelligence helps me better understand, rethink, support, counsel and lead. 

PR
Businesses recognize the importance of strategic and authentic communications, especially given how unpredictable things can quickly become. As an agency that partners with high-growth technology companies, we’ve seen how many organizations in this sector have raised massive amounts of venture capital last year, to now conduct massive layoffs. Our profession continues to play a vital role in shaping messages and narratives to effectively connect a brand to its audiences - from talent, customers, investors, and others. We need to possess strong strategic, analytical and creative skills, because executives expect us to deliver impactful communications across all aspects of a business. 

Personal
I’ve always placed a lot of importance on grit, and in the face of challenges, I looked at these as hurdles that would ultimately make me stronger and better. I have a supportive network, including an amazing husband and my dog Sheila. We’ve gone on a lot of hikes, taken up new hobbies, and I also spend a lot of time teaching English to new immigrants. As an Aussie expat whose family is thousands of miles away, finding ways to be connected and give back to causes I care deeply about is incredibly humbling.

If you'd like to share your three lessons, please let us know.