[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fblog\u002Folympic-pr-what-can-we-learn":3},{"date":4,"date_gmt":4,"content":5,"sticky":7,"format":8,"categories":9,"collections":11,"coauthors":12,"class_list":14,"acf":23,"head_links":328,"breadcrumbs":329,"reading_minutes":140,"category":337,"head":339},"2016-08-18T21:58:50",{"rendered":6},"\u003Cp>\u003Cstrong>Be it Rio, Sydney or Beijing, the Olympic and Paralympic Games are always accompanied by their fair share of positive and negative press. But could the news reports have taken a different tone if a PR and communications team had acted differently?  By taking a walk through previous Games, we can learn from the highs and the lows of Olympic PR.\u003C\u002Fstrong>\u003C\u002Fp>\n\u003Cp>We’re now two weeks into the 2016 Olympic Games and our screens and broadsheets alike are full of news from Rio. Stories of sporting success and photos of triumph on the field appear on an almost hourly basis, however it’s hard to overlook the other kind of news that have been rolling in from the Brazilian city.\u003C\u002Fp>\n\u003Cp>First it was Zika and a political impeachment, following this was Russia’s state-sponsored doping programme and then halfway through last week the diving pool mysteriously turned from aqua blue to murky green.\u003C\u002Fp>\n\u003Cp>It’s fair to say that Rio 2016 has had a real mixed bag of coverage so far, and the same can be said for the previous four Olympic and Paralympic Games. Could something have been done at a crucial point to dilute the media coverage of a mishap, or to even to prevent it all together? Which positive stories had the loudest voice, and why?\u003C\u002Fp>\n\u003Cp>The purpose of this blog is to shine a light on the good, the bad and the downright ugly media coverage the current and previous and explore how a PR or communications team won gold, or could have tried harder…\u003C\u002Fp>\n\u003Ch2 id=\"sydney-2000-human-stories-have-legs\">Sydney 2000: human stories have legs\u003C\u002Fh2>\n\u003Cp>We’ll start off with the good: do you remember Eric the Eel’s rise to fame in Sydney?\u003Cbr \u002F>\nEric Moussambani was just 22 when he was chosen by default to represent Equatorial Guinea in the Olympic pool.  After training at the weekends in rivers and seas, he arrived in Sydney and breezed through his uncontested heat to find himself on the starting block of the 100m race in front of the world’s media.\u003C\u002Fp>\n\u003Cp>Eric finished the race in 112.72 seconds, but he achieved much more by raising awareness of his native Equatorial Guinea among millions of spectators.\u003Cbr \u002F>\nSpeaking of his experience, Eric told The Telegraph: “I felt that I was important because I was representing my country.”\u003C\u002Fp>\n\u003Ch3 id=\"pr-lesson-human-is-best\">PR LESSON: Human is best!\u003C\u002Fh3>\n\u003Cp>\u003Cem>The media respond well to human stories, after all people like to read about people. If you’re selling in a product such as white goods, or a service, you can increase your chances of coverage by including a human case study in your pitch.\u003C\u002Fem>\u003C\u002Fp>\n\u003Cp>\u003Cem>When selling in a solar smart meter device to the national press, there was a noticeable increase in responses to email pitches after the inclusion of a case study about a family’s use of the product and photographs. A case study that details the consumer and their use of the product, as well as images, can only make a journalist’s job easier and therefore boost your chances of coverage.\u003C\u002Fem>\u003C\u002Fp>\n\u003Cfigure style=\"width: 620px\" class=\"wp-caption alignnone\">\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-2757\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FM8ALFwsL-OlympicPRerictheeel.jpg?auto=compress%2Cformat&q=90\" alt=\"Eric the Eel PR\" width=\"620\" height=\"388\" \u002F>\u003Cfigcaption class=\"wp-caption-text\">Image credit: The Telegraph\u003C\u002Ffigcaption>\u003C\u002Ffigure>\n\u003Ch2 id=\"athens-2004-a-lesson-in-word-choice\">Athens 2004: a lesson in word choice\u003C\u002Fh2>\n\u003Cp>While sporting committees and bodies can’t prevent negative stories from happening, the way the situation is handled by media and press teams in the following hours\u002Fdays will influence the way it is reported by the media.\u003C\u002Fp>\n\u003Cp>When renowned Greek athlete Kostas Kederis, who was lined up to light the Olympic flame during the Athens opening ceremony, was plunged into a doping scandal for failing to show for a drugs test, the attention of the world’s media was understandably focused on Kederis and Greek sporting officials.\u003Cbr \u002F>\nTheir response to the event would set the tone for the coverage: a professional, measured response would have given the impression that doping was an inconvenience for sport but an issue that would tarnish only a few athletes during the Games.\u003C\u002Fp>\n\u003Cp>However, as reported by The Guardian, the former Greek sports minister Giorgos Liannis, called the doping scandal “A Greek athletic tragedy”, and therefore widened the issue to the entire athletics team and the country in general.\u003C\u002Fp>\n\u003Cp>Would it not have been better to assure the worldwide audience the drugs measures were being tightened? Or remind them that this was one individual in a national team of hundreds?\u003C\u002Fp>\n\u003Ch3 id=\"pr-lesson-word-choice-is-crucial-in-times-of-crisis\">PR LESSON: Word choice is crucial in times of crisis.\u003C\u002Fh3>\n\u003Cp>\u003Cem>It’s clear that Liannis was aiming to express his sadness at the situation, but his word choice implicates a large group of people and even an entire country into the doping scenario.\u003C\u002Fem>\u003C\u002Fp>\n\u003Cp>\u003Cem>It’s important to accept that any client can find themself in a crisis situation and to prepare for this eventuality as soon as you start working with them. A ‘crisis’ could be anything from a disgruntled and vocal ecommerce customer after a late delivery or a fire at the company’s headquarters, to an accusation made against an employee; you should explore every possibility for your client and its sector.\u003C\u002Fem>\u003C\u002Fp>\n\u003Cp>\u003Cem>Holding statements should then be written, approved and saved as soon as possible because when crisis strikes the crucial thing is to say something but not to implicate yourself or cause offence to the parties involved.\u003C\u002Fem>\u003C\u002Fp>\n\u003Cp>\u003Cem>By preparing in advance, you allow yourself and your client time to think about the word choice that best suits the scenario and the business, and which prevents the press from making more out the crisis than the absolute facts.\u003C\u002Fem>\u003C\u002Fp>\n\u003Ch2 id=\"beijing-2008-put-on-a-good-show-and-shout-about-it\">Beijing 2008: put on a good show and shout about it\u003C\u002Fh2>\n\u003Cp>Next to Beijing, where a dazzling opening ceremony set the tone for a successful Olympics, despite concerns over infrastructure, human rights demonstrations and pollution.\u003Cbr \u002F>\nFull of the country’s art and culture, the Beijing 2008 opening ceremony was hailed “a grand, unprecedented success” by Hein Verbruggen, chairman of the IOC Coordination Commission for these Games.\u003C\u002Fp>\n\u003Cp>“Spectacular” and “spellbinding” were just some of the adjectives used by the international media in their coverage of the event, which is unsurprising given that Verbruggen had put such a positive spin on the event himself.\u003C\u002Fp>\n\u003Cp>Not only had Beijing had made a strong start and caught the world’s attention by mounting a successful opening ceremony, but the discourse that accompanied it was celebratory and aimed to set this Olympics apart from the rest.\u003C\u002Fp>\n\u003Ch3 id=\"pr-lesson-express-your-success-in-a-way-that-convinces-others-to-share-it-too\">PR LESSON: Express your success in a way that convinces others to share it too.\u003C\u002Fh3>\n\u003Cp>\u003Cem>Verbruggen’s use of the word ‘unprecedented’ sets the Beijing ceremony apart from the others by packaging it as unique and therefore encouraging journalists to think that this is something that journalists should cover.\u003C\u002Fem>\u003C\u002Fp>\n\u003Cp>\u003Cem>This acts a reminder for all press release and statement writers out there: journalists won’t know what makes your product or event unique and newsworthy if you don’t tell them through the language that you use – is it the biggest? The most advanced? Or “unprecedented?”\u003C\u002Fem>\u003C\u002Fp>\n\u003Cp>\u003Cem>To further encourage journalists to write their story in your words, consider recording soundbites of statements from your clients’ key spokespeople and including in press release emails or uploading to a press centre on their website. Make them as accessible as possible to increase the chance of them being used by journalists.\u003C\u002Fem>\u003C\u002Fp>\n\u003Cp>\u003Cem>This approach works particularly well for clients in more niche sectors who are aiming to position themselves as thought-leaders within their industry, or on a certain topic. For example, by preparing comment from a restaurant client on the health benefits of spices, we secured coverage in a number of national magazines.\u003C\u002Fem>\u003C\u002Fp>\n\u003Cfigure style=\"width: 640px\" class=\"wp-caption alignnone\">\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-2758\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002F13lxH7FQ-OlympicPRBeijing2008.jpg?auto=compress%2Cformat&q=90\" alt=\"Beijing Olympic PR success\" width=\"640\" height=\"426\" \u002F>\u003Cfigcaption class=\"wp-caption-text\">Image credit: Public Domain\u003C\u002Ffigcaption>\u003C\u002Ffigure>\n\u003Ch2 id=\"london-2012-community-creation\">London 2012: community creation\u003C\u002Fh2>\n\u003Cp>Who could forget the London 2012 ‘Games Makers’: the 70,000 volunteers who gave up their summers to welcome, guide and joke with the global public visiting London, or the incredibly positive media coverage of this scheme?\u003C\u002Fp>\n\u003Cp>This was a lesson in uniformed public relations – human but branded. There was a literal uniform yes, but there was also a voice – albeit a slightly louder and cheekier-than-British one – and of course the megaphones!\u003C\u002Fp>\n\u003Cp>The campaign was a great success, it created a sense of national pride among UK audiences and togetherness with an international audience.\u003C\u002Fp>\n\u003Cp>And the media noticed, with the BBC reporting ‘How volunteers made the Games’ and the Independent attributing ‘Olympics success down to 70,000 volunteers.’\u003C\u002Fp>\n\u003Ch3 id=\"pr-lesson-create-a-community-and-use-it-to-boost-your-communication\">PR LESSON: Create a community and use it to boost your communication\u003C\u002Fh3>\n\u003Cp>\u003Cem>PR is all about creating a voice and personality for a brand, product or service that consumers or businesses want to belong to. This is exactly what the Games Makers achieved for the 2012 Olympic and Paralympic Games.\u003C\u002Fem>\u003C\u002Fp>\n\u003Cp>\u003Cem>This voice and personality are created by using a certain style of language and relevant keywords in copy, uniformed brand colours across all communication and content marketing pieces, and they can be strengthened by the creation of a blog space on a client’s website.\u003C\u002Fem>\u003C\u002Fp>\n\u003Cp>\u003Cem>Once this community has been created and your client has an audience of trusted followers, you can then begin to generate content from this group of people by asking them for their opinions on a certain topic, to provide reviews or case studies, or take part in surveys.\u003C\u002Fem>\u003C\u002Fp>\n\u003Cp>\u003Cem>The results of this interaction can then be turned into a piece of news, an opinion article or an infographic, all of which can secure coverage for your clients. For example, the business data site Company Check surveyed its users and produced a Business Census which was covered in many publications.\u003C\u002Fem>\u003C\u002Fp>\n\u003Ch2 id=\"rio-2016-a-tale-of-two-cities\">Rio 2016: a tale of two cities.\u003C\u002Fh2>\n\u003Cp>With coverage of sporting success breaking at the same time as reports of the muggings of US swimmers, it’s fair to say that the city of Rio is currently the source of some conflicting news reports.\u003C\u002Fp>\n\u003Cp>This will no doubt continue throughout the rest of the summer and many of the PR successes and failures from this year’s Games remain to be seen.\u003C\u002Fp>\n\u003Cp>To what extent will the Rio communications and PR teams have learned from the mistakes and triumphs of their predecessors?\u003C\u002Fp>\n\u003Cp>To recap on the lessons that we can all learn, here are four ways to make sure that you’re at the top of your PR game:\u003C\u002Fp>\n\u003Cp>\u003Cem>1. Find the human angle to your clients’ product or service and pitch a ‘real life’ story.\u003C\u002Fem>\u003Cbr \u002F>\n\u003Cem> 2. Be prepared for your clients’ moment of crisis and plan to steer the press through the aftermath.\u003C\u002Fem>\u003Cbr \u002F>\n\u003Cem> 3. Share your clients’ news in a way that excites and engages the media.\u003C\u002Fem>\u003Cbr \u002F>\n\u003Cem> 4. Mould your target audiences into communities that inspire your content.\u003C\u002Fem>\u003C\u002Fp>\n",false,"standard",[10],45,[],[13],135,[15,16,17,18,19,20,21,22],"post-2756","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital-pr",{"page_content_modules":24,"hero":136},[25,91],{"acf_fc_layout":26,"reduced":27,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":27,"title":28,"content":6,"authors":29},"blog_post_content",true,"Olympic PR: What can we learn?",[30],{"id":31,"path":32,"display_name":33,"job_title":34,"description":35,"avatar_url":36,"acf":37},33,"\u002Fabout\u002Four-team\u002Fimpression-team\u002F","Team Impression","","This post may have been written by a past member of the Impression team, or be a collaboration of us all. We hope you like it!","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"job_title":34,"full_bio":34,"specialist_service_links":7,"photo":38},{"ID":39,"id":39,"title":40,"filename":41,"filesize":42,"url":43,"link":44,"alt":34,"author":45,"description":34,"caption":34,"name":46,"status":47,"uploaded_to":42,"date":48,"modified":48,"menu_order":42,"mime_type":49,"type":50,"subtype":51,"icon":52,"width":53,"height":53,"sizes":54},12476,"Impression-Icon","Impression-Icon.jpg",0,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&q=90","\u002Fimpression-icon\u002F","12","impression-icon","inherit","2021-11-02 16:49:21","image\u002Fjpeg","image","jpeg","\u002Fwp\u002Fwp-includes\u002Fimages\u002Fmedia\u002Fdefault.png",500,{"thumbnail":55,"thumbnail-width":56,"thumbnail-height":56,"medium":57,"medium-width":58,"medium-height":58,"medium_large":59,"medium_large-width":60,"medium_large-height":60,"large":61,"large-width":62,"large-height":63,"1536x1536":64,"1536x1536-width":65,"1536x1536-height":65,"2048x2048":66,"2048x2048-width":67,"2048x2048-height":67,"post-thumbnail":68,"post-thumbnail-width":69,"post-thumbnail-height":70,"12_col":71,"12_col-width":72,"12_col-height":73,"default_landscape":74,"default_landscape-width":75,"default_landscape-height":76,"default_portrait":77,"default_portrait-width":76,"default_portrait-height":75,"6_col_and_margin_short":78,"6_col_and_margin_short-width":69,"6_col_and_margin_short-height":73,"11_col_and_margin":79,"11_col_and_margin-width":80,"11_col_and_margin-height":73,"9_col_rectangle":81,"9_col_rectangle-width":82,"9_col_rectangle-height":83,"11_col":84,"11_col-width":85,"11_col-height":73,"staff_image_696_600":86,"staff_image_696_600-width":87,"staff_image_696_600-height":76,"rectangular_thumbnail":88,"rectangular_thumbnail-width":89,"rectangular_thumbnail-height":90},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640","640","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=scale&h=200&q=90&w=200",200,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=scale&h=768&q=90&w=768",768,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892","1892","1000","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=scale&h=1536&q=90&w=1536",1536,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=scale&h=2048&q=90&w=2048",2048,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",1860,1180,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",2880,870,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",800,600,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",3080,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",2150,1400,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",2640,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696",696,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",750,300,{"acf_fc_layout":92,"reduced":27,"top_overlap":93,"bottom_underlap":93,"disable_observer":-1,"heading":94,"cta_text":95,"cta_link":96,"items":97},"related_module","small","See more posts","See all articles","\u002Fblog\u002F",[98,112,124],{"type_key":16,"title":99,"excerpt":100,"to":101,"postedAt":102,"readingTime":103,"image":104,"authors":105,"category":109},"How AI Search turned brand mentions into the new backlink","\u003Cp>Earlier this year, the Impression PR team attended the Digital PR Summit and had the opportunity to learn from some of the industry’s brightest minds, including Ryan Law, Director of Content Marketing at Ahrefs. His talk illustrated exactly why Digital PR and SEO are no longer just complementary disciplines. In the age of AI, they […]\u003C\u002Fp>\n","\u002Fblog\u002Fbrand-mentions-ai-search\u002F","2026-08-24T15:20:39",4,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F06\u002Fsolen-feyissa-ECTqHPd7Afg-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[106],{"name":107,"image":108},"Hannah Memmott","https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F08\u002FHannah-Memmott.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":110,"name":111},"\u002Fblog\u002Fcategory\u002Fdigital-pr\u002F","Digital PR",{"type_key":16,"title":113,"excerpt":114,"to":115,"postedAt":116,"readingTime":117,"image":118,"authors":119,"category":123},"Search has moved on. Has Digital PR?","\u003Cp>Why social search is reshaping the future of PR There was a clear theme at the Digital PR Summit this year: Search has already changed. That shift was brought to life in a standout talk by the brilliant Isa Lavahun, who unpacked how TikTok and social search are reshaping brand discovery. The way people discover, […]\u003C\u002Fp>\n","\u002Fblog\u002Fsearch-has-moved-on-has-digital-pr\u002F","2026-05-06T10:41:56",6,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F05\u002Falexander-shatov-I4p0FcjDBJI-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[120],{"name":121,"image":122},"Hannah Craig","https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F01\u002FHannah-Craig.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":110,"name":111},{"type_key":16,"title":125,"excerpt":126,"to":127,"postedAt":128,"readingTime":129,"image":130,"authors":131,"category":135},"Platforms for seamless SEO and Digital PR collaboration","\u003Cp>Your tech stack should be the connective tissue between creative outreach and technical precision. At Impression, we’ve built an ecosystem where industry-leading platforms and our own proprietary technology, like Velocity, work in tandem to turn qualitative coverage into quantitative growth. In this blog, we’re looking under the hood of our current toolkit. We’ll evaluate how […]\u003C\u002Fp>\n","\u002Fblog\u002Fseo-and-digital-pr-platforms\u002F","2026-04-29T10:22:16",15,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F04\u002Frohit-choudhari-Cy2ZMN9_DP8-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[132],{"name":133,"image":134},"Rhianne Moriarty","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FOxCBEwDu-Rhianne-Moriaty.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":110,"name":111},{"type":137,"style":138,"heading":28,"date":4,"updatedAt":139,"reading_minutes":140,"image":141,"imageAlt":28,"categories":142,"collections":327},"blog-post","light","2022-02-07T16:48:42",9,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FZHgfTxqU-050720211625526754_OlympicPRLondon2012.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",[143],{"id":10,"count":144,"description":145,"link":110,"name":111,"slug":146,"taxonomy":147,"parent":42,"meta":148,"acf":149,"head_links":150,"resource_count":151,"yoast_title":152,"yoast_meta":153,"yoast_json_ld":197,"_links":295,"path":110},148,"\u003Cp class=\"p1\">Here at Impression, ongoing research and training is a huge part of how we keep our team up-to-date with the latest happenings in the world of digital PR. We regularly share our thoughts on the latest digital news right here on our blog, so you can keep up to date too!\u003C\u002Fp>\r\n\r\n\u003Cp class=\"p1\">Find out more about our \u003Ca href=\"\u002Fpr-social\u002Fdigital-pr\u002F\">Digital PR services\u003C\u002Fa>, or browse our latest tips, advice and opinions below.\u003C\u002Fp>","digital-pr","category",[],[],[],13,"Digital PR Blog | PR Tips, Advice & Guides | Impression",[154,156,159,162,165,168,171,173,175,177,180,183,186,189,191,194],{"property":155,"content":152},"title",{"property":157,"content":158},"description","Keeping up to date with the latest digital PR trends, strategies, and announcements can be difficult. 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