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 installment in our series, we hear from Suki Mulbertg Altamirano

Three things I've learned... 

Relationships are everything in your career. This applies to your colleagues as well as your clients. Continually finding ways to maintain and support those relationships is central to success – especially when you’re living through times of crisis and great uncertainty. It’s in those moments that you’ll want to be able to lean on those relationships to keep propelling you forward.


The pandemic and all that it brought highlighted how important it is that PR tactics are ready to adapt fast. It also showed how tired boilerplate “PR messaging” sounds. Businesses need to be storytelling and messaging in a way that’s sensitive to what’s going on – that can adapt quickly – and that relates to what their audiences are going through or dealing with in their lives. Sometimes that might just mean being quiet for a bit too. As an agency owner it also brought to light the importance of continually finding ways to create value for your clients and the challenges they’re facing. The PR tactics you use shouldn’t always look the same but the value you’re creating should.


Humor is a great antidote for stress. In the pandemic there was so much out of our control, so many things we had no timeline for and a lot of uncertainty. As an entrepreneur and a business owner I think this is always in your world a little, but it was definitely amplified during the pandemic. Sometimes it helps to just laugh at the stressful, absurd situations that life puts you in! Without enough humor our world becomes way too serious.

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