Last year, I had to adjust our local PR strategy when a major event in the community was unexpectedly canceled due to safety concerns. We had planned a large-scale activation around it, so I had to pivot quickly. I shifted focus to digital engagement, leveraging social media to highlight our company's support for local causes instead. We also coordinated with local influencers to promote our brand through smaller, community-focused events. I made sure to stay transparent about the changes and emphasized our commitment to supporting the local community despite the cancellation. By staying flexible and adapting to the situation, we were able to maintain visibility and strengthen relationships with both the community and local media. The shift paid off, with our digital engagement seeing a 30% increase in reach and positive feedback from local partners.
As a seasoned business owner, I've seen cultural moments come and go. Public priorities shift surprisingly often depending on what's in the headlines. And while it's important to stay attuned to the current climate, your PR strategy should evolve in increments, not overhauls. Despite the name, public relations is ultimately about your business -- your values, your mission, your voice. Constantly bending to every trend makes your brand seem reactive and insincere. At Perpetual Talent Solutions, we believe in adapting through thoughtful tweaks, not sudden leaps. Take the COVID-19 pandemic as an example. Many companies scrambled to show they cared about employee health, often revealing, unintentionally, how little attention they'd given it before. We didn't face that problem. Long before the pandemic, we'd prioritized employee well-being, with flexible hours, mental health support, and hybrid work options already in place. So, when it came time to adjust our messaging, we didn't need to invent new values. We simply emphasized the ones we had always stood by. That made our communications feel grounded, authentic, and (most importantly) credible.
Absolutely. When the Masters Tournament was unexpectedly closed to spectators during the pandemic, our typical PR strategy of highlighting Airbnb stays for golf fans had to pivot quickly. Instead, I focused on reaching out to regional healthcare workers and essential employees, offering our properties as comfortable, flexible housing—then worked with local news to spread the word. Being nimble and addressing a real, timely need helped us stay relevant and support our community during a tough moment.
Certainly. Back in 2009, when the recession hit Augusta, I had to quickly shift my messaging from “get top dollar for your home” to “find a solution, fast”—because suddenly, families were facing foreclosures and financial stress. I started highlighting our ability to close quickly, offer flexible terms, and truly listen to each homeowner’s unique situation in my PR—making it clear that we were here to help neighbors, not just buy houses. That focus on real, win-win solutions helped us stand out and build long-term trust in a tough time.
Sure thing—last year, when a major storm caused flooding in several neighborhoods where we invest, our usual PR around “fast home sales” felt out of touch. So, we shifted right away: I set up a hotline offering free advice to homeowners dealing with damage and partnered with a local animal shelter to help displaced pets. Taking those extra steps and genuinely serving our area made all the difference for our brand’s reputation and relationships.
One example that stands out was during a period when Vegas was dealing with a sudden spike in housing scams—sellers were nervous, and trust was low. Instead of my usual ads, I focused our PR efforts on educating the community: I hosted free Zoom Q&As and released simple checklists to help homeowners spot red flags with cash buyers. By stepping up as a local resource and being totally transparent about our process, we reassured people and built lasting credibility at a time when trust really mattered.
One example of a time when we had to adjust our local PR strategy based on unexpected circumstances or events was during the COVID-19 hit in 2020. I actively participated in a community-based business initiative aimed at promoting local businesses and retailers. Initially, we started the strategy focused on upcoming events, sales and foot traffic to encourage people to visit the business districts. However, due to the imposition of lockdowns, all the in-person events were cancelled. With the entire landscape changing overnight, we adjusted our existing approach. Here are the adjustments we implemented. We quickly optimised our message to focus on safety, community support and the importance of local business at that time. We offered online ordering and delivery services, adhering to safety protocols. Highlighting success stories was a big part. We created a series of press releases and social media posts highlighting individual businesses that successfully adapted to the situation.
A few years into building Zapiy.com, we were gearing up for a regional product launch that we'd planned down to the detail. It was a localized campaign focused on small businesses in Southern California—press outreach, local events, interviews with SMB owners who had tested our automation tools. Everything was aligned. And then, wildfires broke out across multiple counties just days before launch. It wasn't just a logistical issue—it was a moment where pressing forward with a traditional PR strategy would've felt tone-deaf. Local news outlets shifted their coverage entirely. Our target audience was dealing with real disruption. The last thing they needed was a pitch about software efficiency. So we paused the entire rollout. Not canceled—paused. And instead of going silent, we shifted our voice and our focus. We used our PR budget to support affected businesses directly—offering free access to Zapiy for any SMB in the impacted areas. We worked with local partners to amplify those resources, and we kept our communication simple: "We're here, how can we help?" That decision didn't make headlines in the way we originally hoped, but it did something more important—it built trust. When we did resume our campaign a few months later, the story was stronger because it had real integrity behind it. Local press came back around, not just to cover the product, but to share how we showed up when it mattered. The lesson for me was clear: local PR isn't just about timing and messaging—it's about relevance and empathy. If the environment shifts, your strategy has to as well. Otherwise, you're not leading the conversation; you're just adding noise.
A few years back, we had a big windstorm hit Kitsap County, leaving a lot of homeowners with unexpected property damage. Instead of sticking to our regular promotional campaigns, I shifted our local PR to focus on providing practical advice and free consultations for storm repairs. By meeting people where they were and addressing real concerns, we not only built stronger community relationships but also became a trusted resource when folks needed help most.
Absolutely. When severe storms hit the Dayton area unexpectedly a couple years ago, many homeowners were suddenly dealing with property damage and uncertainty. We shifted our PR focus overnight—offering tips on emergency repairs and sharing resources through local media and social channels. By listening to what the community really needed in that moment and adjusting our outreach, we were able to support folks when it mattered most.
Absolutely—I remember when COVID first hit, our local market in Michigan turned upside down overnight. Instead of our usual in-person home tours and community events, I quickly shifted gears: I started offering virtual tours and focused on honest, empathetic messaging in our PR to address people’s new concerns about safety and finances. Being transparent and putting our community’s needs first helped build trust during a really uncertain time.
Absolutely—I remember when the Las Vegas market was rocked by some sudden zoning changes that left many homeowners confused and worried about their property values. Instead of our standard marketing outreach, I jumped into action with a series of easy-to-understand guides about the new rules, and I made myself available for free phone consultations. It wasn’t just about selling—it was about being a resource, which quickly built trust and made our company a go-to for reliable information during a chaotic time.
One time we planned a local product launch event in California for a new eco-friendly home goods line. Everything was set — press invites, influencer outreach, venue logistics — when wildfires broke out nearby just days before the event. Suddenly promoting a lifestyle product felt tone deaf. We knew we had to pivot fast, not just for optics, but out of respect for the community. We canceled the in-person event and restructured our PR around empathy and relevance. First we issued a statement acknowledging the situation and expressing our support for those affected. Then instead of promoting product we launched a digital awareness campaign highlighting local environmental organizations and donated a portion of launch proceeds to wildfire relief. We also offered free wellness and home safety resources through our blog and social channels so we could stay engaged without being self-promotional. The response was amazing — media outlets covered our pivot and community engagement actually increased. Moral of the story: PR requires agility and heart. Being able to read the room and lead with empathy can turn a crisis into a moment of authenticity.