PR ON THE GO • August 12, 2026

How To Spread Enthusiasm With PR In An Age Of Crises

Positive news in a fragile world

In light of the precarious state of the world, how can PR campaigns respond? We asked our PR and growth experts to provide entrepreneurs with guidance on positive PR activities amidst rather alarming world news.

Stay grounded in your brand's mission and purpose

Emily Reynolds, Owner at R Public Relations

"When the news cycle feels heavy, brands don't need to ignore what's happening, but they also shouldn't force themselves into conversations where they don't naturally belong. PR campaigns should have a genuine connection to your business, your values, and your audience. Consider the framing, the relevance, and what your company can meaningfully contribute to the conversation.

The strongest PR acknowledges the broader context while staying grounded in the brand's mission and purpose. Authenticity will always have a longer shelf life."

Public relations to inspire hope for change

Deepak Shukla, Founder & CEO at Pearl Lemon PR

"The brands that receive the most publicity when the going gets tough are the brands that prioritize help rather than hype. Our research shows that promotional campaigns based on practical tips, original research, or actual testimonials from customers always beat simple publicity due to their awareness of reality and value addition. Combining optimism with realism makes it far more potent.

There’s one of the most efficient methods that can be employed for doing this: emphasizing the progress made rather than the ideal goal. Showcase successes of your customers, share some initiatives which your company is involved in, and tell your customers about your experiences when dealing with different problems. In difficult times, people tend to trust companies which are honest, useful, and reliable. Public relations should inspire hope for change rather than hiding from difficulties."

People move toward those who lift them

Jodi Lynn Karpes, Owner at GreenQueen PR

"This was my tagline for years: “enthusiasm is the driver that delivers opportunities.” It holds true in hard times too, and in difficult conversations. Enthusiasm is not always about being a cheerleader. It’s about being present, about support and believing in someone. Especially in hard times. Energy is magnetic, and people move toward those who lift them.

Genuine enthusiasm is felt. It often requires nimble shifting of the communications tone, the messaging and the audience. This is why it is particularly important for a business founder to work directly with the founder of the PR agency, instead of the account layers beneath them. Founder to founder, the energy and intent carry through.

Take AI, it creates internal conflict in most. On one hand it saves time, on the other it eats time and money, plus the fear it may take jobs. And, AI brings opportunities - do a simple SWOT analysis, use AI to do it if you have to. Then, think for yourself. And be frank. I believe that we all want to be seen and deserve to be. Being ignored is toxic on a cellular level. When you make people feel capable and seen, you earn trust.

Lead with heart. Be transparent. No smoke and mirrors, no over-promising. Give people what you would want to receive.

Enthusiasm is not naivety. It is holding energy and honesty at the same time. That is what attracts the right people, and the right opportunities, especially during a crisis."

Build Trust Before You Need It

Melanie Marten, Owner at The Coup Public Relations

"Times are still tough — and selective. Brands that weather crises and economic pressure are the ones people trust before they need them.

Focus on creating positive sentiment around your brand as it is not as fragile as a monthly profit spike. Built around messages people actually want to hear — useful, credible, and human. Create enthusiasm through genuine check-ins with journalists, customers, and advocates — stay present in the relationship before you need anything from it. Put the right message in front of the right audience. The stronger you build the foundation of your relationships, the longer your brand can stay resilient in tough times."

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