After two-and-a half 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 installment in our series, we hear from Grace Keeling, co-founder, along with former FleishmanHillard executive creative director James Beveridge, of new creative B2B technology agency Made By Giants. 

Three things I've learned... 

In the last 2.5 years, Made By Giants was born. The pandemic gave birth to many fledgling agencies looking to do things differently. Ours brought together visual, design-led creativity with communications in an integrated offering for tech companies. So if you think about it, what haven’t I learnt about starting an agency in the last 2.5 years? I guess the biggest learning is getting the product-to-market fit right in a fast-paced tech world. The need for generalists, as well as specialists, particularly in the younger years of a tech agency, is my eye-opening takeaway.

PR measurement is doing cartwheels into new territories. Gone are the days of AVEs – it feels like an old, forgotten dynasty. For the first time in my career, we took a brief where our PR-led, integrated campaign was measured by the number of SQLs generated. Gulp. That’s right: not share of voice, share of search, or MQLs. SQLs. Believe it or not, the clarity and focus this brought to the campaign was exhilarating. If budget permits, and you pick your activations wisely based on the right insights, it shows undisputable value. I’d advise all PR pros to take the plunge.

The pandemic taught us to be mindful of our physical and mental health. As someone with a chronic condition (like hundreds in our industry), knowing my limits and how far I can push myself is a tightrope I walk daily. My tips: understand your triggers, your sources of happiness, and switch off the perma-crisis around you every so often. My biggest source of brain nutrition is sleep. I need lots of it – and I’ve made a point to never sacrifice it, otherwise my brain refuses to sparkle with ideas. And in the game we’re in, ideas are the golden currency.

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