PR’s Top Pros Talk – Matt Kucharski

Organizations need to get out of the “going back to normal” mentality. Matt shares findings of his team’s ethnography study that tries to understand how the mindset of executives is changing and evolving as a result of COVID-19 and racial unrest. The role of strategic communicators is increasingly becoming more important when it comes to giving advice on not only what to say during these challenging times, but what to do.

Matt also suggests that organizations be honest with their stakeholders and communicate with them, leveraging media, even if they don’t have all the answers. It is essential to acknowledge the issues that we are facing and actively cultivate change.