5 ways to be a great PR pro during the weirdest year ever

PR pros are masters at expecting the unexpected, but it’s fair to say that 2020 threw everyone for a loop.

The dual pandemics of systemic racial injustice and COVID-19, and subsequent economic fallout, have affected everything from how we conduct business to what we say and how and when we say it.

Even the most forward-thinking PR pros have shredded the annual plans they began implementing in January and started fresh.

Amid this chaos, how can we make an impact? Can we cut through the noise? How can we best counsel our clients?

During arguably the oddest year on record, how can we PR pros remain at the top of our game? Here are five rules to follow (and five things to avoid):

1. Stay laser-focused on objectives. 

It’s always important to understand a client’s goals, challenges and needs as well as external business dynamics. This is the best—and only—way to ensure we reach the right people at the right time with the right message that makes a difference. With so many companies struggling right now, the need to show ROI is greater than ever. Know what’s important and stay focused on KPIs.

Avoid staying silent if a client requests a project that has no chance of helping them achieve their goals.