In the latest “PR’s Top Pros Talk” video interview, Gini Dietrich, the founder of Spin Sucks and Arment Dietrich, talks with Doug Simon about the central role that resiliency will need to play for any PR practitioner who wants to succeed in the coming year.

Dietrich tells Simon that the barrage of earth-shaking events that communicators had to deal with in 2020 meant that “every single one of us has had to become a crisis expert overnight.” Because of that, she says, many in the industry have not had the time to sit back and really think about what’s coming next.

That made being nimble and going “as fast as we can” a necessary strategy, and one that will almost definitely remain important through 2021.

One plus: Dietrich says that “executives have started to understand the real role of a communicator.” That role, she adds, extends far past just getting a client into the New York Times or running satellite media reports or radio media tours.

The expanded duties, she says, include helping companies make their values and positions on social issues clear to consumers. However, in an increasing polarized society, stating those positions can run the risk of alienating potential clients. “You may make some people mad, and you may lose some customers, but it’s going to help you win in the long term.”

But perhaps the most basic path to success in 2021, is figuring out “a way to stay top of mind with the executive team.” Maintining your visibility, Dietrich tells Simon, “is one of the most important things you can do.”

View all of the interviews in the “PR's Top Pros Talk” series. Subscribe to get notified when new episodes are available.

Interested in taking part? Contact Doug Simon at [email protected]

D S Simon Media helps clients get their stories on television through satellite media tours and by producing and distributing content to the media. The company also produces live social media events.