By Deborah Hudson, ABC
IABCLA Vice President, Member Retention; Past President

We all know in intimate detail how COVID has changed our families, our organizations, and society. We work and teach, visit family, even go to church virtually on Zoom. We shop online. When we need to stretch our legs, we wear masks to walk down the street.

But these are just the immediate disruptions of 2020. According to Julie Wright and Mary Randall, we are in the middle of The Great Reset, which will fundamentally redesign our organizations and remake employee experience.

To help clients navigate these challenging and uncertain times, Wright and Randall, have formed (X), a collaboration between strategic public relations firm (W)right on Communications and Excelerate, strategy execution consultancy.

Wright and Randall presented their findings at IABCLA’s “The Great Reset: Winning in 2020” on November 12 via Zoom. The IABC Orange County and San Diego chapters were event partners. 

During the webinar, the (X) team discussed the fact that the pandemic created or accelerated three great disruptions to organizations:

  1. Declining trust in leadership
  2. The need for social and environmental responsibility (expressed by the rise of movements like Black Lives Matter, climate change, LGBTQ rights)
  3. Work from home and mental health – the beginning of a redesign of organizations that a majority of business leaders expect to continue

Already, some companies have learned how to outperform the competition in this new environment. The session concluded with examples and tips on how to build trust, demonstrate social responsibility, and manage working from home.

To learn more about (X) or get a copy of the presentation slides, visit