Turning Industry Trends into a PR Opportunity

28 June 2025

Let’s face it—staying relevant in today’s fast-paced world is a full-time job. Businesses that rise above the noise are the ones that not only notice industry trends but actually use them to their advantage. Most get caught up in reacting. But the smart ones? They get proactive. They turn industry shifts into golden PR moments. That’s what we’re diving into today—how to spot trends early, pivot your messaging, and score major PR wins.

Why Trends Matter in PR

Think of industry trends like ocean currents. If you learn to swim with them, you’ll get where you’re going faster. But if you’re paddling against the tide, you’re just burning energy. Trends reflect where your audience’s attention is shifting—new values, emerging technologies, changing behaviors. When businesses align their public messaging with these shifts, they essentially tap into conversations that people already care about.

In a nutshell: trends = free PR wave. You just need to learn how to ride it.

Spotting the Right Trends (Without Getting Distracted by Every Shiny Headline)

Not every trend deserves your attention. Some are fleeting fads—remember Clubhouse? Yeah, neither does anyone else. Others have staying power and actual impact on your industry.

Step 1: Follow the Right Sources

Start curating a list of go-to places that reliably report industry changes. Think trade publications, analyst insights, Twitter/X accounts from thought leaders, LinkedIn trends, and even podcasts. Some good tools to stay ahead include:

- Google Trends
- Exploding Topics
- Feedly
- Social listening tools (like Brandwatch or Mention)

Step 2: Pay Attention to Your Audience

What are your target customers talking about? Are they excited about something new? Frustrated by something outdated? Pay attention to online reviews, Reddit threads, support queries—any place real conversations are happening.

Step 3: Filter With a Purpose

Ask yourself:
- Does this trend align with our brand values?
- Can we offer a unique perspective?
- Is this relevant to our audience?

If you can’t answer "yes" to all three, it may be best to move along.

Turning Trends Into Stories: The Real PR Goldmine

Okay, you’ve spotted a promising trend. Now what? This is where the magic happens. PR is all about storytelling. The goal is to find a way to plug your brand into bigger stories that are already gaining momentum.

Here’s how to do it.

1. Be First (or at Least Early)

The early bird doesn’t just get the worm—they get the press coverage. Once a trend hits mainstream media, everyone’s talking about it. But if you can comment on it before it gets big, you position your brand as a thought leader.

Let’s say there’s chatter about AI transforming your industry. If you’re the first in your niche to publish an opinion piece or press release on the implications, media outlets looking for expert voices will likely come knocking.

2. Offer Fresh Takes

Ever read a press release and thought, “Well, that was pointless”? Don’t be that brand. Your story shouldn’t just parrot the trend—it should add value.

For example:
- Show how you're adapting or innovating around the trend.
- Share unexpected challenges or behind-the-scenes insights.
- Highlight customer stories that tie into the new trend.

This angle works wonders because journalists are hungry for real-world examples.

3. Make It Visual & Shareable

We live in a scroll-happy world. If your story can’t grab someone in 1.5 seconds, it’s probably getting ignored. Infographics, short videos, and pull quotes are great tools to make trend-based content pop.

Plus, journalists and influencers love assets they can embed or share. It makes their job easier—and that makes you their new favorite source.

Real-Life Examples of Trend-Based PR

Let’s get out of theory and into the real world. Here are a few companies who absolutely nailed turning a trend into smart PR.

Peloton During the Pandemic

When gyms shut down, Peloton didn't just meet demand—they owned the fitness-from-home narrative. They leaned into the trend with personal stories, user-generated content, and proactive outreach to media covering health and wellness. Their PR turned into long-form features, TV appearances, and a surge in brand loyalty.

Patagonia and The Sustainability Movement

Patagonia didn’t just ride the wave—they helped make the wave. When sustainable fashion took off, they doubled down on their values, offering garment repair services and launching anti-consumption campaigns. Ironically? That anti-sell message brought them tons of free media and an avalanche of brand love.

Duolingo’s TikTok Fame

Language learning might not sound trendy, but Duolingo knew where the trend was—on TikTok. They tapped into Gen Z humor, memes, and quirky short videos. They used the platform's trends to become more than just a brand—they became entertainment. And the PR? It snowballed.

Building an Ongoing Trend-Driven PR Strategy

The real win isn’t just grabbing one moment—it’s building a trend-responsive PR mindset across your brand. Here’s how to do that.

Keep a Trend Calendar

Sounds geeky, but it’s gold. Track upcoming events, seasonal trends, report releases, and pop culture moments that tie into your industry. It helps you plan content and pitches around them like clockwork.

Example: If you’re in HR tech, you know job market reports drop quarterly. Plan to release insights or commentary the same week. Boom—timely and relevant.

Train a Trend Watch Team

You don’t need a gigantic PR department. Just assign a few curious teammates to monitor industry updates weekly. Maybe even set up a Slack channel for trend spotting. The key is creating a habit of noticing.

Collaborate with Marketing & Product Teams

Great PR isn’t an island. If your product team is building something based on a trend, plan the PR side in parallel. Same goes for marketing—syncing trend content across blogs, ads, and social multiplies your impact.

Build Media Relationships in Advance

Here’s a secret: most journalists don’t have time to go hunting for new sources when news breaks. If they already know you as a credible expert, you’ll be first on their speed dial. So don’t wait for a trend to hit—start the relationship now.

Avoiding Trend Hijack Failures

Before you hop on every hot topic, pump the brakes. Nothing damages credibility like a clumsy trend hijack that feels forced or opportunistic.

Don’t Speak Without Authority

Jumping into a technical trend without expertise? That’s a fast track to embarrassment. Stick to areas where you actually have insights or data to back up your message.

Don’t Use Tragedy for Attention

Yes, serious events do shape industries. But if you're trying to turn a natural disaster or social crisis into a sales pitch, people will notice—and not in a good way. Be human. Be thoughtful.

Don’t Overextend Your Brand

A financial software company doesn’t need to comment on TikTok dance fads. Know your lane. Stay relevant. Your audience will appreciate you for it.

Wrapping It Up: PR Isn't About Noise—It's About Timing

Here’s the deal: turning industry trends into PR opportunities is a skill you can build. It’s about being observant, staying curious, and showing up with something valuable before everyone else.

You don’t need a massive budget. You don’t even need a PR agency (though it can help). What you do need is a willingness to think differently, react quickly, and talk to your audience like a real human.

So, the next time your industry starts buzzing about something new—ask yourself:

👉 “What do we have to say about this?”
👉 “How does this align with our message?”
👉 “Can we turn this into a story worth sharing?”

If the answer’s yes, you’ve got yourself a PR win waiting to happen.