The shift from a large, in-person gathering to a completely online, digital experience requires problem-solving facilitators. Here are some facts.

• For brands that once opted for in-person, intimate experiences at events, in an all-digital environment their earned media value could dip and become a fraction of what it once was. Success will be in how communicators merge the physical and digital worlds to create impactful moments.
• Rather than hosting a webinar or Zoom meeting, consider moving parts of your event and communication to different channels. Hold a networking get-together by video or Twitter chat, post downloads of speaker segments on your website or on-demand. Organize content so people can grab specific segments or items throughout the day, as if they were choosing what information to focus on when standing, in-person, at your booth.
• Today’s successful communicators are those willing to embrace innovation and technology, and analyze situations to facilitate the best possible solution.

That makes comm. pros. more essential and relevant than prior to the pandemic.