A PR master—much like a chess master—always thinks a few moves ahead.
You must predict how a customer will behave, how a piece of content or a conversation should be shaped and the approximate size of a wave that’s about to crash into your client’s industry.
Looking ahead for your clients—whether you’re helping them develop a product before their competitors do so or building good will among their followers—empowers them to succeed and creates a trusted partnership between you. Besides, if you don’t look ahead, your competition will.
Proactive PR is even more important in times of trouble. When a PR crisis looms, insight and planning can mean the difference between stardom and disaster, as this year’s Oscars crisis illustrated.