10 Leaders Share Solutions to Their Biggest Public Relations Challenges
By Brett Farmiloe
We asked 10 CEOs and founders, "What was your biggest PR challenge and how did you deal with it?" From overcoming cultural differences in PR messaging to debunking industry myths through an information campaign, these business leaders share their real-life experiences and solutions to help you navigate your own PR challenges.
10 real-life PR challenges and how to deal with them
1. Overcoming cultural differences in PR messaging
"Our biggest PR challenge has been creating messaging that has an effective impact in different regions. As part of the travel industry, we traverse international boundaries and come in contact with different cultures and value systems that can have a major impact on audience perceptions. Failing to take this into account can render a PR campaign ineffective.
"Recognizing that we were missing the mark in our PR messaging, we sent preliminary teams to various locations, performed research, and partnered with local businesses to better understand the differences. By utilizing teams to research markets, we've addressed the challenge of marketing to different cultures and created more effective PR campaigns."
2. Shifting to influencer partnerships in PR
"PR has transformed over the last decade, and the words of influencers have become the credible voice consumers trust more than traditional media. For us, the challenge has been learning how to shift our PR messaging into the right influencer partnerships that can promote positive brand messaging and land us more media coverage. When you find those perfect-fit influencer partnerships, they're invaluable to your PR efforts."
3. Differentiating our product through strategic repositioning
"Many customers had been associating us with the myriad of 'email warmup software' flooding the market. However, we feel our offering is distinct, so we faced the challenge head-on by conducting a survey with a diverse group of 20 individuals. This allowed us to gauge the impact of different software nomenclatures on the perception of quality and trust.
"Based on the survey findings, we repositioned ourselves from being an 'email warmup' solution to a 'premium email deliverability' or 'email health' solution. This change effectively communicated our true value, separating us from cheaper alternatives and attracting our target audience—startups and enterprises willing to invest in their business goals."
—Vladislav Podoliako, Folderly
4. Handling a social media crisis with transparency
"My company once faced a PR crisis when a tweet was posted on our official Twitter [now X] account that had a double meaning. At the time of posting, it was innocent enough and no one noticed, but it quickly became a potential nightmare.
"First, we appointed a response team made up of a couple of members from our marketing department. Then we had to decide what to do about it. Denying that we posted it and making up some sort of story was out of the question. So we owned our mistake—we said that we made a mistake and issued a brief apology.
"Afterward, it turned out to be a net positive for our company. The tweet was pretty popular among the Twitter community because it was funny, and it spread the word about our product and brand. We learned that day about the truth in the saying, 'Any publicity is good publicity.'"
5. Addressing accusations through open communication
"During the height of the 2020 pandemic, we found ourselves in the crosshairs of a prominent influencer in our niche with whom we had previously worked. He accused us of exploiting vulnerable investors, which to us seemed done with malicious intent. This risked our company's reputation.
"What we did was take a bold step and prioritize open communication. We did not want to have a head-to-head PR battle with the influencer, so we proactively reached out to our customers, stakeholders, and the public. Using our website and social media handles, we uploaded a series of video messages from me, the CEO, and other key members of our team. This was so we could address the rumors head-on, debunking them with facts and emphasizing our commitment to transparency and ethical financial practices."
6. Overcoming a product quality crisis with transparency
"My company's biggest public relations hurdle was a public perception crisis caused by a product quality issue. Negative publicity and consumer dissatisfaction posed an immense danger to the reputation of our brand.
"We immediately acknowledged the problem and responded in a timely and transparent manner. We released a public statement, apologizing to affected consumers and assuring them we were taking quick steps to address the situation. We thoroughly investigated the product issue and performed a product recall. Consumer safety and satisfaction were prioritized by replacing or refunding affected products as soon as possible.
"Finally, we began a comprehensive public relations campaign aimed at restoring trust, communicating positive messages about our dedication to customer pleasure and product quality."
—Eli Pasternak, Liberty House Buying Group
7. Leveraging tech for real-time PR management
"News is released faster than ever, with every big outlet and small blog working to break the latest news first. For us, our biggest challenge is keeping up with it all to nip any inaccurate news in the bud and lean into the positive. Fortunately, our tech stack employs social listening so we can see what’s being said as it’s being said. Our tech lets us publish and react faster, so we can keep up with the sometimes frantic pace of modern PR."
8. Developing an efficient content production process
"A PR challenge we faced was the process of reviewing and evaluating new content in a timely manner. The problem was not writing the initial copy, but making sure the right elements were in place. We were missing deadlines with our disjointed process.
"To combat this problem, we created an evaluation and finalization process in which we identified the stakeholders in charge of oversight, came up with metrics to measure the content of our blogs, and developed guidelines and timelines for edits. By creating an evaluation and decision matrix for the production and publishing of content, we ensured our PR content releases were seamless in their continuity and were always on time."
9. Transforming negative perceptions through education
"Many people associate link building with harmful tactics that get quick results but damage a website in the long run. Our approach is different: we focus on building high-quality, safe backlinks manually.
"To prove this, we put together case studies showing the actual results from SaaS companies we have worked with. We highlighted the quality links we built and displayed how these links boosted traffic over time. I wrote guest posts on well-known marketing blogs to educate people on the differences between our white-hat approach and the harmful tactics. This effort took over three years, but it was a game-changer. Today people recognize the value of our services, and the inquiries we get are from those who truly appreciate quality and long-term results."
—Dmytro Tsybuliak, Editorial Link
10. Debunking industry myths through an information campaign
"The biggest PR challenge our company encountered was the widespread misconception that solar energy installations are prohibitively expensive and hard to maintain. This narrative discouraged many potential customers. In response, we launched an innovative 'Solar Myths Debunked' campaign.
"We provided detailed cost breakdowns, maintenance guides, and real-life testimonials on various platforms. Notably, we partnered with a prominent local homeowner who had successfully transitioned to solar power. The homeowner's journey, shared through an engaging docuseries, effectively showcased the affordability and ease of solar power. This campaign humanized our brand and reshaped perceptions, resulting in a significant increase in inquiries and installations."
About the Author
Post by: Brett Farmiloe
Brett Farmiloe is the founder and CEO of Featured, a platform where business leaders can answer questions related to their expertise and get published in articles featuring their insights.
Company: Featured
Website: www.featured.com
Connect with me on LinkedIn.
