Member Monday - Kevin Lessard
Posted by [email protected] on Feb. 24, 2025 / Subscribe 0
Where do you work, and what does your current role entail?
I’m Senior Vice President of Marketing Communications and Government Affairs at PIDC, Philadelphia’s public-private economic development corporation (also known as the Philadelphia Industrial Development Corporation).
In my role, I lead a dynamic team responsible for advancing PIDC’s visibility while spearheading communications strategies to promote financing and real estate solutions and services to prospective clients, investors, and stakeholders. Clients include anything from construction and contractor firms to fresh food providers and supermarkets to healthcare and medical clinics to education providers — demonstrating our role as a mission driven economic development corporation. As many of PIDC’s projects require investment and engagement from the public and private sectors, I also drive federal, state, and local government initiatives across PIDC services and products, including the Navy Yard, which is managed by the organization.
As Senior VP at PIDC, how do you balance messaging for such a wide range of stakeholders such as prospective clients and investors?
At PIDC, we balance messaging for a wide range of stakeholders by tailoring our approach while keeping a consistent story about our impact. Whether we’re engaging prospective clients, investors, government partners, or business intermediaries, our goal is to showcase how we drive business growth, attract investment, and support inclusive economic development all across the city.
We work closely with City agencies and economic development partners to market Philadelphia as a global place for business. Through targeted outreach, partnerships, and storytelling — plus a mix of paid and earned media — we make sure our messaging is clear, compelling, and helping support the growth of businesses who call Philadelphia home while also bringing new opportunities to the city.
How has the landscape of public relations and communications evolved since you started your career, and what trends do you think will shape the industry in the coming years?
The industry landscape has changed dramatically since I started my career, driven by digital transformation, shifting media consumption habits, and the growing importance of data. When I began in the field, traditional media relations and press releases were at the core of PR efforts. Today, success requires a multi-channel approach — integrating earned, owned, and paid media to reach audiences where they are, whether that’s social media, podcasts, newsletters, or digital platforms.
In government and economic development, transparency and accessibility are more important than ever. At PIDC and in my time leading communications efforts for the City of Philadelphia, I’ve seen how storytelling and digital tools can make complex initiatives more engaging and help build trust. Plus, with better data, we can measure impact in real time and adjust our strategies on the fly.
Looking ahead, AI, personalization, and immersive content will keep reshaping how we connect with audiences. PR pros will need to be even more agile — balancing rapid response with long-term brand building. But one thing that won’t change is the need for clear, authentic messaging that resonates with the right people at the right time.
If you could give one piece of advice to aspiring communications professionals, what would it be?
Stay adaptable and always be open to learning. The landscape is constantly evolving — new tools, platforms, and strategies are emerging all the time. Being flexible and open to change will help you stay ahead. And don’t forget the power of storytelling. Numbers and data are critical, but it’s crafting a compelling story around them that makes people care.
Remember that at the heart of it all is the ability to communicate a clear message. Be authentic, passionate and sincere in your work. Stay curious, embrace new challenges, and keep refining your skills — that’s how you’ll thrive in this industry.
What is one of your favorite moments of your career? (Any role!)
One of my favorite — though incredibly trying — moments of my career was during my time at the Philadelphia Department of Commerce, leading communications for the city’s business relief programs during the pandemic. It was a challenging time, and being able to help connect struggling businesses with the resources they needed was incredibly rewarding.
My journey through that experience wouldn’t have been possible without the always-on-the-clock colleagues who responded to endless challenges with the grace and tenacity of true public servants. It was a real testament to how communications can make a direct, positive impact on people’s lives. I’ll never forget the stories of businesses reopening and the relief they felt after receiving support. It reinforced the power of clear, authentic messaging — especially in a crisis.
Another standout moment was at Visit Philadelphia, where I played a key role in promoting the city during major events like the 2018 Eagles Super Bowl Parade, 2017 NFL Draft, the 2016 Democratic National Convention, and the 2015 visit of Pope Francis. Helping position Philadelphia as a top destination during such high-profile events was an exciting challenge, and seeing the city that I love shine on a national stage was truly fulfilling.
Just for fun – what’s your favorite restaurant/bar/winery in Philadelphia?
Kelliann’s on Spring Garden; your friendly neighborhood spot that’s always a good time! For a great lunch or dinner, I’m a fan of Oyster House on Sansom.
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