Here are some key strategies for PR professionals to be proactive instead of reactive when managing public narratives:

• Monitor trends and conversations related to your company, competitors, and industry by setting up alerts and signals. This allows early detection of brewing issues or opportunities.
• Develop relationships with key media contacts and influencers before you have an urgent need. This builds goodwill and makes them more receptive when you reach out.
• Conduct issues mapping to identify potential reputational risks and prepare draft reactive statements you can tweak if a crisis arises. Better to be ready than caught unaware.
• Determine your company’s central narratives and unique differentiators. Weave these strategically into communications versus letting others define the narrative.
• Frame narratives on your terms by telling your origin story first before perceived negatives shape the discourse.
• Publish your perspectives on industry issues through thought leadership content that provides added context favoring your position.
• Deploy proactive social media campaigns focused on corporate social responsibility and strong values to boost brand equity and audience goodwill.
• Train media spokespeople on bridging techniques to pivot interviews to your key messages no matter the questions asked.

Getting ahead of the story gives you the advantage of putting forth frames and narratives that cast your company in the desired positive light. Don’t leave it to chance.