One of the duties of a PR person is to monitor the environment and give feedback to the executives of a brand so that they can align their vision and their activities with the trending sentiment of their publics. However, this can prove to be a tricky tightrope act.  Witness the Coca Cola debacle of "sensitivity" training intended to lessen racial tensions in the wake of the Black Lives Matter movement.

With most of America staying safer at home, the demand for online content has sky-rocketed. There’s been a 22 – 27 percent increase in social media impressions in the last month, depending on the platform.