Welcome to January 2021

Let’s jump right into 2021, shall we? 

Frequent contributor Stephen Dupont, APR, discusses some trends for communicators to monitor, a list that includes COVID-19 vaccine acceptance, gender and racial equity and modified consumer behaviors. On Page 9, leaders from the Counselors Academy share their expectations for the New Year, from embracing uncertainty to rejuvenating morale and the mental health of our teams. 

On the topic of 2021, I talked with PRSA Chair Michelle Olson, APR, for our Profiles in PR feature. Aside from talking about her start in public relations, she lays out her vision for PRSA as well as discusses challenges awaiting the profession in the months ahead.

Elsewhere in this issue, we provide tips and insights on starting a New Year. 

With the collapse of work-life boundaries, thanks to the pandemic, Noelle Fox, APR, offers suggestions for how to limit after-hours conversations with clients and co-workers. Shannan Boyer has helpful guidance for onboarding new hires in this era of remote work. On the topic of hiring, Susan B. Walton, APR, Fellow PRSA, writes about how leveraging your network requires understanding the new realities of job-hunting in the pandemic era.

We also have a new columnist to introduce. You are likely already familiar with Melissa Vela-Williamson, APR, an integrated marketing communication strategist with a specialty in Hispanic public relations, who has written several articles for us recently. 

Starting with this issue, Melissa, who’s based in San Antonio, Texas, is penning a monthly column titled “Cultural Strategy.” Cedric Brown, APR, who wrote the “D&I Explained” column in 2020, will be continuing with bylines in the paper and on PRsay throughout the year.

We hope that you find these and the other topics covered in our January issue of interest. We thank all of you who have shared your thoughts in these pages. We also welcome your ideas for articles in the coming year. Our 2021 content calendar is here for your reference.

As always, we’re interested in pieces that:

• Explain new trends
• Discuss new technologies changing the way that professionals practice public relations
• Convey timely news analysis of issues impacting the profession
• Reflect growth and change in crucial areas of professional development with how-to pieces.

Let us know if you’re interested in writing for the print publication or the PRsay blog, and send your story ideas to me (john.elsasser@prsa.org) or to Amy Jacques (amy.jacques@prsa.org).

We look forward to working with you this year and are excited at the prospect of seeing you in person later this year when it’s safe again to travel. Until then, best wishes for a safe and healthy 2021.