Innovation SABRE Awards — North America 2022
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The pandemic has forced PR agencies to start thinking out of the box about delivering value to clients. The only way to be innovative is to dig deeper, flex our creativity and go beyond the expected media approach. The status quo of media relations and PR in general just won't cut it in today's world. The challenge with this is that it forces us and our clients out of our comfort zone.
But in a world where consumer attention is at a premium, it is creative thinking and data-driven storytelling that will help brands reach their audiences with powerful stories. B2B and retail brands have been at the forefront of innovation. For them, it was all about survival. B2B brands rely on in-person events, customer and industry conferences to drive customer leads. For the last 18 months, they have had to think about different ways to achieve the same goals by using virtual events, integrating influencers into their stories, and using data to uncover the hidden narratives that differentiates them from their competitors.
Still today, with the uncertain future that lies ahead, PR agencies must continue to innovate the way they do business when hiring and attracting top talent, maintaining a positive work environment, using data to inform everything and of course pitching news stories.
What professional accomplishment are you most proud of?
My first professional experience was becoming a US Marine at 19 years old. It was one of the hardest things I've ever done in my entire life. Many people, including those close to me, didn't think I would make it through boot camp. Physically, I was out of shape, lazy and could barely run a mile in 12 minutes. Mentally, it was difficult being yelled at and forced to step out of my comfort zone on a daily basis.
The military taught me to take personal responsibility for my own life experiences, be accountable for my actions and how to work cohesively with a team of individuals who come from a variety of different cultures, economic backgrounds, to solve for difficult challenges. These are skills I continue to use today.
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