Even in the best of times grabbing the attention of an audience with public sector communications is a challenge. Distilling complex policy information down to something that is both understandable and engaging is no mean feat. The COVID-19 pandemic took these challenges and supercharged them. Now that we are beginning to see a light at the end of the tunnel what lessons can be learned from this year-long communications gauntlet and how can they be applied to public sector communications outside of times of crisis? CAPIO-award-wining agency Kilter, and the City of West Hollywood will discuss the work they created in partnership over the course of the pandemic ranging from public health announcements, to branding new economic initiatives. They will discuss the key communication principles that motivated the work and talk about how they can be applied to public sector communication efforts at large. Participants will learn importance of staying nimble, staking out a unique voice, and how to declutter their messaging for maximum impact. In addition Riverside County became the first county in California to recommend that residents cover their face to slow the spread. Being the first county to recommend face masks meant that the community had to be convinced that doing so would help slow the spread. Key learning outcomes include developing a persuasive communications strategy, and associated tactics, to achieve behavior change. New slogans and messages were launched periodically to continue campaign momentum and fight message fatigue. Tactics include both earned and paid media placements and were developed from in-house practitioners.