3 tough challenges PR pros are facing amid COVID-19 uncertainty

A career in public relations isn’t for the faint of heart. It’s a challenging, but exhilarating profession and for the majority of 2020, has come with additional pressure.

A global pandemic. International demonstrations against social injustice. A contentious U.S. presidential election just around the corner. The greeting, “I hope this finds you well,” has made a comeback and for good reason.

This year (if nothing else) has forced PR pros to exhibit one of the most valuable traits in the profession—agility. The ability to quickly problem-solve and adapt to sudden changes will allow PR pros to overcome these essential challenges:

Not everything that is exciting to your client or boss is exciting to the media. Luckily, PR pros are experts at finding diamonds in the rough. The story your client or boss is proposing may not seem newsworthy initially but a fresh angle could be all it needs.

Ask some questions. How is it relevant to the community? What is the human element? Is there data to support this? Do you have an expert that can speak to the situation?

If after looking at it from every possible angle you are still unable to find a reason why the media—and the audience you’re trying to reach—should care, remember a small but mighty word: no.