3 Tips for Adapting your PR Strategy When Major Events are Dominating the News Cycle
In a marketplace that is forever shaped by things like COVID-19, political divide, and social unrest, businesses have learned to pivot and shoulder on, and that includes PR efforts. It’s more important than ever to be agile and strategic about communications.
Enlightened brands know that staying radio silent is not always the best option. But it is possible to adapt and embrace smart tactics to generate positive earned media coverage. Here are three tips to adjusting your PR strategy when major events are dominating the news cycle.
Leverage Cultural Events And Make Yourself a Part of the Story
This one is a no-brainer. Anticipate those significant cultural events happening, and leverage them to your advantage. The Super Bowl is a great example of an event that many people and businesses are invested in and it consistently ends up dominating news coverage leading up to and after the big game. Awards season, Mother’s Day and the onset of summer vacation are just a few examples of upcoming events that should be also on your radar.
These annual events give PR pros time to plan ahead and find ways to cut through the noise. Find unique ways to insert yourself into conversations that you know will take place during this time. Is it commentary around the ads? Pandemic safety protocols? Fitness for older adults (inspired by 40-something year-old Tom Brady)? You need only to decide which is most in your favor.
Contribute Authentic or Thought-Provoking Ideas, Not Just Self-Promotion
They say too much of a good thing can become a bad thing and such is true when it comes to self-promotion, especially during times of civil and emotional unrest. During last summer’s Black Lives Matter protests many organizations and brands released statements about what they were doing to combat racial injustice both within and outside the workplace. But many people, particularly those close to the cause saw these efforts as performative, overly promotional, and tone-deaf, especially as bold words turned out to be empty ones that were neither fortified nor backed up with action.
In situations like this, thoughtfulness is key. It’s not always about shouting loudly about all the great initiatives you’re implementing. There is a time and place for self-promotion but when it comes to sensitive cultural topics, it’s critical to position messages and actions less about your organization and more about the cause. It’s important to understand that some stories are larger than your organization. It’s about strategically acknowledging the moment with tact and delicacy.
The Best Action Might Be No Action
Staying silent or switching plans in the face of a massive cultural event can sometimes be the right move. Last month, when rioters stormed the Capitol Building, it was a scary and politically fraught moment. Many were confused by what happened and many were in fact hurt. This was likely a moment to skip that big press release and go on pause for a few days. Sometimes society’s happenings eclipse the business climate. Use your best judgment to decide when and where you fit in.
While these tips are about adjusting your PR strategy, it is really a lesson in agility. It’s about being flexible enough to be reactive when needed but having enough discipline to be proactive as well. It’s not enough to be aware of what’s happening outside of the office. It’s important to be able to quickly pivot and formulate a new plan around any news, and remember, at times it’s okay to not say anything at all.
Tanya Merisier, Account Associate