8 Tips for Adjusting Local PR Strategies in Uncertain Times
In times of uncertainty, local PR strategies require careful adaptation to remain effective. This article presents expert-backed tips for adjusting communications approaches during challenging periods. From digital engagement to community support initiatives, these insights offer valuable guidance for PR professionals navigating unpredictable landscapes.
- Pivot to Digital Engagement Boosts Visibility
- Adapt PR Strategy Through Thoughtful Tweaks
- Offer Flexible Housing to Essential Workers
- Shift Focus to Help Neighbors in Need
- Create Hotline for Storm-Affected Homeowners
- Educate Community to Combat Housing Scams
- Turn Protest Crisis into Trust-Building Opportunity
- Promote Local Businesses During Pandemic Lockdown
Pivot to Digital Engagement Boosts Visibility
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.
Adapt PR Strategy Through Thoughtful Tweaks
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. While it's important to stay attuned to the current climate, your PR strategy should evolve in increments, not overhauls.
Despite its 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 unintentionally revealing 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.
Offer Flexible Housing to Essential Workers
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.
Shift Focus to Help Neighbors in Need
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.
Create Hotline for Storm-Affected Homeowners
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 our approach 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.
Educate Community to Combat Housing Scams
One example that stands out was during a period when Las 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.
Turn Protest Crisis into Trust-Building Opportunity
A street protest shut down my top-performing listing overnight—and within hours, we turned the crisis into a trust-building moment that tripled our social engagement.
One Saturday morning in Mexico City, a large-scale protest unexpectedly shut down Reforma Avenue—right in front of one of our most booked apartments. Guests were arriving that same afternoon, and Google Maps was already marking the area red. Worse, media coverage began mentioning "protests near Airbnbs," stirring concern among travelers.
I had two choices: wait it out and risk cancellations, or act fast and transparently. I chose the latter. Within 2 hours, we launched a hyper-local PR response. I updated all booking platforms with a "Protest Advisory" and included alternate arrival instructions and live ETA recommendations. I also recorded a quick vertical video from my phone right outside the unit, showing that the building was secure, access was open from the back, and guests could still enjoy the space in peace.
We posted that video to Instagram and embedded it in our WhatsApp auto-responder. It not only reassured booked guests but also gained traction—over 2,000 organic views within the first 24 hours, and three other guests told us they booked because of how transparently we handled the situation.
This experience reminded me that in a city like Mexico City—vibrant but unpredictable—adaptability is the best PR. Guests don't expect perfection, but they value human response and clear, proactive communication. That's now part of our playbook.
Promote Local Businesses During Pandemic Lockdown
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 pandemic 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 optimized our message to focus on safety, community support, and the importance of local businesses at that time. We offered online ordering and delivery services, adhering to safety protocols.
Highlighting success stories was a big part of our strategy. We created a series of press releases and social media posts highlighting individual businesses that successfully adapted to the situation.
