The Castle Group’s Sandy Lish shares why PR pros must stand for something

What are your predictions for the industry post-COVID? What will clients be looking for form their agency partners?

Sandy Lish, principal and co-founder of The Castle Group, sees this as the moment that PR pros must speak up on their values and core beliefs. That means taking a strong stance on issues like DE&I, but maybe also taking the time to decide what are other core principles that will guide your work.

In her view, clients are looking for partners with values and opinions.

We caught up with her for the latest in our “Day in the Life” series. Here’s what she had to say about her work and expectations for the industry:

1. How much coffee do you drink during a day?

Lish: Zero. I am pretty much caffeine free, except for an occasional cappuccino or green tea.

2. Who is the most important person you talk to every day?

Lish: Everyone I talk to is important. Being virtual means being more intentional about connecting with people. I value, tremendously, my conversations with clients, team members, my business partner, my family and my friends.

I also really value talking to my dogs. They always agree with me.

3. How much of your day is spent on Zoom calls?