How the PR Office’s Shimon Cohen takes the pandemic one month at a time

Predicting the future is hard at the best of times. When asked to look into his crystal ball for 2021, Shimon Cohen, founder & chairman of The PR Office, can’t help but point to how predictions made in January of 2020 went up in flames.

COVID-19 has made the future uncertain, but there are still plenty of trends worth watching—and savvy operators can hedge their best on what’s to come in the days ahead.

For Cohen, the trick is to take things one day at a time. Here’s how he advises thinking about the future of the industry, part of our ongoing “Day in the Life” series:

1. How much coffee do you drink during a day?

Cohen: Generally speaking, I drink two cups of coffee in the morning. My aim is not to have more. Then, I have a decaf espresso with a cigar before I go to bed.

2. Who is the most important person you talk to every day?

Cohen:  Most obviously and most clearly my wife!

3. How much of your day is spent on Zoom calls?

Cohen:  Far too much! On average, I spend around four to five hours a day on Zoom calls.