When Have You Had to Pivot Your PR Strategy Quickly?
In the fast-paced world of public relations, agility is key. We've gathered insights from six PR professionals on how they've successfully navigated sudden market shifts. From pivoting PR strategies after a royal event to an overnight shift to digital during the pandemic, these experts share their experiences in dynamic strategy adjustments.
- Pivoting PR After Royal Event
- Agile Response to Regulatory Changes
- Counteracting Negative Publicity with Agility
- Adjusting Strategy Amidst Construction Disruptions
- Overnight Shift to Digital During Pandemic
- Redefining Product Positioning to Counter Rival
Pivoting PR After Royal Event
One of the biggest pivots with our PR strategies I've had to coordinate in recent years was following the death of Queen Elizabeth II back in September 2022.
Understandably, the media was completely saturated with royal-focused stories, with many reporters and journalists being pulled onto desks to cover the worldwide event.
We made the decision as a team that our (usually high-performing) light-hearted stories - spanning everything from celebrity estate agents to wacky spa treatments - were not appropriate. In addition, with such a smaller pool of journalists writing about non-royal lifestyle stories for the weeks following the death, we temporarily paused on pitching stories for many of our clients.
For some clients, this meant taking a few days out from PR activity; for others, this meant switching to more brand-led stories - pitching only those stories which were super topical and/or providing extreme value to audiences.
We had to make this pivot to our strategies super quickly, and on an individual basis from client to client, in order to maintain brand reputation and relevance.
Agile Response to Regulatory Changes
As a public relations professional, we must stay agile and responsive to current affairs and industry trends. I pride myself on my ability to quickly analyze and communicate the implications of new regulations and developments through the media.
For example, when the RBI issued new securitization guidelines in December 2022, my management team and I saw it as an opportunity for us at Catalyst Trusteeship Ltd., where we work, to share our expertise in the securitization domain, being the leaders in the securitization trusteeship industry. Under the supervision of our Managing Director, we penned and authored an article titled "Impact of New Securitization Guidelines by RBI on the Business Ecosystem" that broke down the circular's key points in simple terms. This piece was published in the Times of India blog.
Another instance was when the Alternative Investment Fund (AIF) sector faced increased regulations. By maintaining close relationships with financial journalists, I secured an opportunity with Live Mint to provide our perspective on "Would AIFs Gain Favor as Debt Funds Lose Long-Term Tax Benefits?" Turning around high-quality commentary on tight timelines is essential for earning such media placements that position us as thought leaders.
Staying proactive, knowledgeable, and responsive enables me to maximize media opportunities and share my company's expertise with audiences in a timely, impactful manner. This approach defines my role as an effective PR professional.
Counteracting Negative Publicity with Agility
I encountered a situation where a client's product faced unexpected negative publicity due to a competitor's smear campaign. To counteract this, we swiftly shifted our marketing strategy from traditional advertising to proactive reputation management. We launched a series of press releases and social media campaigns highlighting the product's positive attributes and addressing any misinformation. Additionally, we leveraged influencer partnerships to amplify positive reviews and testimonials. This pivot resulted in a significant increase in positive sentiment and brand credibility within a month, with a 25% increase in product sales compared to the previous quarter. This experience reinforced the importance of agility and adaptability in public relations strategies, especially in volatile market conditions.
Adjusting Strategy Amidst Construction Disruptions
One instance that comes to mind is when we were gearing up to launch a new condominium project in a trendy neighborhood. We had meticulously planned our marketing strategy around the buzz of the area, emphasizing its vibrant nightlife and cultural attractions. However, just as we were about to kick off our campaign, a major construction project nearby unexpectedly hit a snag, causing significant disruptions and dampening the area's appeal.
In response, we swiftly pivoted our approach. Instead of highlighting the neighborhood's immediate surroundings, we refocused our messaging on the project's unique features, like its innovative design and eco-friendly amenities. We also tapped into the growing trend of remote work, emphasizing the convenience of our condos for professionals looking to balance city living with a quieter atmosphere for remote work.
This adjustment allowed us to adapt to the changing market dynamics while still effectively showcasing the value proposition of our project. By staying flexible and responsive, we were able to maintain momentum and successfully attract buyers even in the face of unexpected challenges.
Overnight Shift to Digital During Pandemic
As a public relations professional, I vividly remember a time when we had to swiftly pivot our marketing strategy due to unexpected market changes. It was during the early stages of the COVID-19 pandemic that consumer behaviors shifted dramatically. Our initial plan focused on large-scale events and in-person activations, but with the sudden shift to remote work and social distancing measures, we had to adapt quickly. We restructured our strategy to prioritize digital channels, virtual events, and empathetic messaging that resonated with the audience's new realities. This agile approach allowed us to stay relevant and connected with our target audience during a challenging time.
Redefining Product Positioning to Counter Rival
We once painstakingly organized a marketing campaign around a client's new product introduction. Out of nowhere, a rival introduced a comparable product at a steep price, flooding the market and drastically altering customer preferences overnight.
We quickly changed course in reaction. After realizing the necessity of setting it apart, we changed how we spoke about our client's product to emphasize its special qualities and advantages over competitors. Additionally, we used social media channels to interact with customers directly, responding to their concerns and highlighting the benefits of our client's products.
We worked with industry leaders and influencers to promote our client's products to increase credibility and trust. In response to changes in the market, we positioned the product as a premium option and improved our sales.
