The Art of the Pivot

Public relations is the professional maintenance of a favorable public image. For companies, this means having clear, consistent messaging and knowing how to deliver it across the right channels to the right audiences. Messaging must be rooted in strategy—crafted to support specific initiatives, campaigns, or business objectives.

At Paige PR, we specialize in supporting energy and industrial clients—industries that routinely experience turbulence. In 2025 alone, geopolitical tensions, volatile commodity prices, and prolonged tariff negotiations are delaying capital investments and forcing many companies to reassess who their stakeholders are and what messages they should be delivering.

In today’s environment, how you communicate a pivot can be just as important as the pivot itself.
Let’s consider just a few of the strategic pivots we’ve seen in recent years:

• Stranded or flared gas → Powering bitcoin mining
  What was once considered waste and an environmental hazard is now being monetized through energy-intensive crypto operations.
• DEI Messaging Stripped from Corporate Values → Best & Brightest
  Hiring the best person for the job remains a priority, but the focus on diversity and specific company initiatives has evolved, with many companies moving beyond the buzzword.
• Wind & Solar Projects Are Out Natural Gas & Nuclear Are In
  Wind and solar projects are now on the chopping block, with several states drafting legislation to eliminate any new contracts or project development.
• Industrial wastewater → Lithium extraction feedstock
  Industrial byproducts are now being mined for critical minerals, supporting the rapidly growing EV battery market.
• Petrochemical production → Advanced recycling and circular plastics
  Chemical companies are investing in sustainable materials and closed-loop solutions to meet the growing expectations of ESG.

Each of these shifts reflects more than an operational change; they represent a strategic repositioning of identity, purpose, and market relevance.

At Paige PR, we believe that a successful pivot requires more than just execution. It demands intentional communication. Whether your company is responding to market pressures or proactively redefining itself, the way you articulate that evolution can shape perception, build trust, and attract new opportunities.

Five Tips for Communicating a Successful Pivot

1. Start from within.
   Internal alignment is critical. Your employees must understand the rationale behind the pivot to become effective advocates for your brand. They should be your biggest brand ambassadors.
2. Redefine your narrative.
   Are you transitioning from a traditional energy company to a technology-forward innovator? Clearly define your new positioning and what it means for stakeholders.
3. Update your messaging.
   From executive talking points to website copy, your communications should reflect your current direction and long-term vision.
4. Choose your channels wisely.
   Different audiences (i.e., investors, regulators, customers and the media) require tailored approaches. Not all messages belong on every platform.
5. Be honest about the journey.
   A pivot doesn’t happen overnight. Transparency about challenges and milestones fosters credibility and relatability.

In today’s rapidly evolving landscape, companies that communicate with clarity, agility, and authenticity are better equipped to lead. A pivot isn’t just a change, it’s an opportunity to reintroduce yourself to the market.

Let’s make sure the world hears you clearly.