Practicum Strategy

In stock market trading, an old adage advises, “The trend is your friend.” Reactive buying and selling reflect a herd mentality. Public relations work often mirrors this. Organizations chase PR trends and high-profile publicity stunts get outsized interest from leaders. 

These are classic “bright shiny things.” They promise instant results. Sometimes, PR professionals anticipate a moment. We prepare for and capitalize on a turning point. We get lucky (or make our luck). A story captures the public’s imagination or goes viral. Lightning does strike.   

Successful trend-jacking is a tactic, not a strategy. 

Trends change fast. A disconnect between the zeitgeist and an organization’s reputation is easy. A tone-deaf approach backfires. The full adage warns, “The trend is your friend, until the end when it bends.” The market shifts. Trends dissipate, sometimes abruptly. Blindly following stock trends leads to losses. The same holds true in PR.   

One-offs rarely have lasting impact. Do not misunderstand. Fun, contrarian one-offs can inject energy and attract attention to a lifeless communications program. That said, short-term distractions rarely contribute to long-term goals. A strong communications strategy helps you maintain focus. Short-term excitement should not derail meaningful progress.   

Why Alignment Matters

When leadership chases what’s new, they often divert resources from core priorities. A flashy rebrand, a trendy social media campaign or a new AI application can generate temporary buzz. However, without alignment to strategy, these become costly diversions. The result? Organizations waste time and money. They expend resources without achieving real progress.   

Short-term distractions create confusion. If an organization constantly shifts direction, customers, stakeholders and employees struggle to understand the mission. A well-crafted communications strategy ensures clear messaging. It reinforces core values and long-term objectives. The organization stays on track. New approaches have a place. They must resonate with the overall mission.   

Strategic Mindset

Effective communication connects. It delivers a message with purpose. It achieves a desired outcome. A disciplined communications strategy ensures every message serves a greater purpose. Leaders must ask key questions.   

• Who is our audience? What do they need to hear?   
• How does this message align with our mission?   
• What outcome are we trying to achieve?   

Clear answers define a strategic mindset. If a trend aligns with your strategy, go for it! A forced fit is obvious and can damage your brand. Why risk your organization for a quick media hit? Real strategy includes such a risk/reward analysis.   

Organizations that deliver purposeful messages to the right audience build credibility. They build trust. Instead of chasing fleeting attention, they create meaningful engagement. This engagement drives lasting impact.   

Stay Focused in a Noisy World

Avoiding bright shiny things does not mean resisting innovation. It means making thoughtful, strategic decisions. Avoid impulsive reactions. Organizations must evaluate trends critically. New initiatives should enhance the mission, not distract from it. A strong communications strategy keeps organizations grounded. Messaging aligns with purpose and audience needs. In a world of fleeting trends, those who stay the course succeed. They communicate with intention.   

Get strategic. Start today. Contact me. I can help.   

© 2025 Robert Hornsby, Founder, Practicum Strategy

#StrategicCommunications #PublicRelations #CommunicationsStrategy #Leadership #Focus

Image: VIP observers of Operation Greenhouse nuclear test at Enewetak Atoll, 1951. Public domain image.