Those are two June headlines from a new blog on the American Dental Association site called New Dentist Now. The days of blogs simply conveying an opinion or delivering information have passed. Blogs still do that but they can be so much more. Especially in these difficult times, blogs can give your organization a place to air more diverse voices, offer resources to your community and establish ties with new communities.
“Here are five ways you can become a better ally and ensure your office is welcoming for LGBTQ+ community,” writes Dr. Alex Barrera, who practices general dentistry in Houston. “Be visible as an ally… Little things such as decorating your office for pride month (June), making a post on social media, or advertising in an LGBTQ+ magazine will show your support as an LGBTQ+ affirming dental professional.”
In supporting the black community as dentists, Dr. Yvette Weir, a Canadian general dentist based in the U.S., offered tips. “Dentists can be intentional during this time by setting aside an extended huddle or lunch and share for an in-depth discussion. If the office is not diverse, or if the dentist is not comfortable, he/she, could consider bringing in a speaker/facilitator to guide the process.”
With books aplenty behind him—appropriate for a VP and editorial director—Steve Barrett (pictured) of PRWeek spoke to my colleague Matt Kinsman last week about the incredible pivoting they have done and the rewarding—business-wise and human-wise—results, much of which will remain a part of PRWeek’s agenda in the future.
Lockdown Life. Yaverbaum’s quote came from just one part of one episode of Lockdown LIfe! “Every company needs to keep in mind whether their messaging is actually helping others or if they’re just jumping on the train of communicating about this because they feel they have to,” says Maisie Guzy, an account executive with Red Lorry Yellow Lorry, who also recovered from the virus. Other episodes include: a diverse group of recent grads entering the PR workforce; the challenge of pitching remotely; and fun videos where kids say what they think their parents do for a living.
Joseph Wysocki, Jr., 72, passed away Friday, June 12, 2020, in Richmond, Va., of a heart attack while golfing. He was the husband of former longtime SIPA managing director Patti Wysocki, who served SIPA from March 1984 to October 2006.
The hope that live events will return in the fall is increasingly giving way to the realization that many (if not most) conferences and trade shows in the U.S. will continue to be virtual or hybrids of online and in-person for the remainder of 2020. Last week, Informa saw an 8% stock jump when it said select trade shows would resume in Asia but warned that live events in the U.S. won’t return until at least September.
On June 3, Haymarket Media’s PRWeek became one of the first B2B media brands to announce that its full slate of events—including conferences and awards programs—will go virtual for the remainder of the year. Soon after, another Haymarket brand, Medical Marketing & Media, announced it will also be taking the remainder of its 2020 events virtual.
I caught up with Steve Barrett, Vice President and Editorial Director of PRWeek, on making the call, how virtual events are opening up new audiences and how the PRWeek edit team is rising to the challenge by creating new types of content that break the mold of traditional B2B.
On making the decision to go virtual for the remainder of the year…
Steve Barrett: The start of the lockdown came at bad time for everyone but particularly for us because we had our biggest event of year, the PRWeek Awards, set for March 19 in New York City, where we get over 1,000 PR pros in a room at Cipriani.
You’ve got to be bold in business. We had to make a difficult call then and we’ve been making difficult decisions about events since then. We’ve got awards shows, conferences, honorifics like our Hall of Fame, which honors women in PR, our Brand Film Festival at the Paley Center for Media and our Global Awards program that usually takes place in London.
At the end of the day, after taking all the guidance of our stakeholders into account and thinking about safety, which is the most important thing, and whether there’s really an appetite to travel and get together in large groups, we decided for clarity, for safety and so everyone can plan for rest of year, to call it and go virtual.
How virtual events give PRWeek new scale…
Whilst it’s regrettable that we can’t meet in person, there’s a lot of things that you can do like widening it out to a larger audience.
Our Global Awards are normally held in London. We made it a three-part event and optimized each day for a different part of the world—one day for Europe, one day for Asia, one day for the U.S.
At a physical event, nobody wants to sit there and watch loads of content—they want to network, they want to go to parties and obviously, we want to encourage that. In a virtual environment, they are more apt to focus on the content.
Our smaller Convene events usually run over lunch and we do three or four 30 to 40-minute discussions. We had one on COVID-19 and communicating in the coronavirus era and three thousand people registered. Normally, an event like that would get 80 to 90 people in a room.
When we come back to live events, virtual elements will still be part of that going forward. We’ve seen the potential of it.
On redefining content in the COVID-19 era…
We’ve added a lot of new elements to our weekly content. Lockdown Life features profiles of people in their work-at-home situations and includes fun videos where we get kids to say what they think their parents do for a living. We’ve talked to people in the industry who had the virus and what that experience was like; we had one where we featured two people working from home at competing PR firms.
There’s been a lot of bad news this summer so we’ve tried to balance that with some fun and engaging content. We launched Coffee Break, which are just short, 15-minutes videos like we’re doing here, with people in the industry.
At Haymarket Media we’ve got 40 brands across the world and we launched a coronavirus briefing with content from all those brands. Whereas B2B is about going deep in a vertical, this was a horizontal slice on one topic. That was really interesting—I could see that happening on other issues like the future of work or diversity.
Necessity is the mother of invention and editorial teams have been doing this for 10, 15 years now. We’ve had to be scrappy; we’ve had to pivot. We’ve had to work through challenges before like the financial crisis. I sometimes think consumer media is only just catching up to us. We’re battle-worn, we’re battle-weary, but we’ve still got a lot of energy and we’re still full of great ideas and I think there’s some great content being produced in the B2B environment.