A look back at Hana Montgomery’s talk at last year’s HIVE MCR: ‘How the world is going to affect your Digital PR strategy this year.” You can watch the talk in full below, or read on to find the highlights of her presentation.
Disclaimer. Inevitably given the subject of her talk, two of the major events discussed (The US election and Labour’s first budget, have already happened. But in the interests of not altering another author’s content, we have left unedited.)
Global Events Shape PR Campaigns
Global events don’t just make headlines, they shape digital PR campaigns in ways we can’t afford to ignore. Economic shifts, political shake-ups, and environmental crises all play a role in how brands communicate. Hana started her talk by laying out why staying ahead of these trends is critical and how PR professionals can keep their strategies sharp.
“The world is going to affect our campaigns, a lot. It’s about tracking events, analysing their impact, and making sure we’re always adapting.”
Politics and the Economy: The Unavoidable Influencers
Political turbulence is always a game-changer. The UK’s new government is set to introduce a “painful budget” in October, bringing tax hikes and economic pressures that will ripple through every industry.
“Even if you don’t have a finance client, these changes affect businesses and customers, meaning they affect you,” Hana explained.
Over in the US, the presidential election is another beast entirely.
“Even if your clients aren’t based in the States, this will have a global impact.”
If Kamala Harris takes office, expect green energy, EVs, and US manufacturing to dominate the media agenda. On the other hand, a Trump win would shift focus to banks, oil, natural gas, and cryptocurrency.
Environmental Issues: The Silent Campaign Killer
It’s not just politics that can derail a campaign, climate change and extreme weather events can have an equally disruptive effect.
“You don’t need an eco-focused client for this to matter. Environmental issues touch every industry,” Hana warned.
Hana also cited an example where a ranking campaign on the ‘Most Instagrammable Forests’ launched just as wildfires ravaged Australian woodlands. Unsurprisingly, the backlash was swift.
“Journalists won’t hesitate to call out tone deaf campaigns.”
Reading the Market: A PR Cheat Code
Tracking economic forecasts, stock market trends, and global news can reveal upcoming industry shifts before they hit the mainstream.
“Before weight-loss drug Ozempic blew up, stock trends had already signalled its rise. If you’re tracking these patterns, you can position your campaigns ahead of the conversation.”
Why Scenario Planning is Essential
For any major evens such as elections, financial crises and viral moments, having multiple campaign directions ready to go is key.
“If Kamala Harris wins, I have one strategy. If Trump wins, I have another. By mapping out different possibilities, you’re not left scrambling when the news cycle shifts.”
Why Out Of Office Replies Matter More Than You Think
One unexpected but valuable tool? Tracking journalist out of office (OOO) replies. None of us want to waste time sending great campaigns to journalists when they aren’t going to be around.
“One of the biggest spikes in journalist OOO replies came the day after a Taylor Swift concert in Dublin.”
Key Takeaways: Research, Adapt & Stay Ahead
The message was clear, understanding global events is no longer optional, it’s essential. From economic policy shifts to climate disasters, tracking external trends ensures PR campaigns remain relevant and effective.
“Things happen. Shit happens. But if we anticipate what’s coming and prepare for different scenarios, we can pivot seamlessly and keep our strategies on track.”
For PR professionals looking to future-proof their campaigns, staying ahead of the news isn’t just a competitive edge, it’s an absolute necessity.
Hana Montgomery will be back at HIVE MCR this year on the Digital PR panel alongside James Hayward-Browne, Tabby Farrar, Rosa Mitchell and Lou Ali.