3 Lessons for PR Pros from 2020

By: Brighid Sandack, Marketing and Communications Intern

A famous quote from Kelly Clarkson states, “what doesn’t kill you makes you stronger.” The year of 2020 was a rollercoaster for all parties involved, while also providing unprecedented learning opportunities. Citing the findings from the Forbes Agency Council, this article will touch on the many important PR lessons that we learned in 2020. 

Experiences Vary 

The chaotic year of 2020 presented many challenges and hardships both personally and professionally. Some of us have recovered from these losses, while others are still battling them. It is important to keep in mind that the colleagues around us have suffered incalculable defeats throughout the year and, therefore, may share different perspectives.

Clients and client stakeholders have also experienced 2020 differently and possess incompatible opinions that may be shared via social media or other communication platforms. PR professionals of today need to keep in mind that responding to a person’s negative opinion online is not the best solution, but instead recognize the differences and find a common ground. 

Differences Can Divide Us

Similarly, 2020 showed us that cultural differences have impeded the ability to communicate effectively. As Forbes pointed out, “this cultural dissonance and communications disconnect were most obvious between urban and rural populations during the pandemic.” Given this observation, it is more important than ever for PR associates to understand that everyone has a different viewpoint both culturally and personally, and, similarly to lesson #1, it’s important to find commonality between people. 

One Word: Unpredictable 

If you didn’t think the pandemic was enough, 2020 presented many other challenges politically, economically, socially and otherwise. I believe the most important lesson of the year, for PR pros and others, is that life is truly unpredictable and to recognize that the world we know today could change at any moment. Predictions for 2020 came and went, reminding us to take these guesses with a grain of salt. Our lives have and could change again in a very short amount of time - cherish what you are thankful for today. 

The transition from the chaos of 2020 into a more hopeful time, PR pros were reminded to communicate with caution, be cognizant of cultural variance, and take predictions lightly. Clarkson had the right idea, “what doesn’t kill you makes a fighter,” and we all can battle through any hardships that come our way.