The sun is shining, the birds are chirping, and the flowers and trees are blooming. It’s that time of the year when I think about Spring cleaning, especially living in Atlanta where everything inside and out is covered in pollen. As I was dusting my entire house last weekend trying to rid it of the fine yellow dust covering EVERYTHING (the struggle is real y’all); I started thinking about how to spring clean your PR strategy and what would benefit the most from a little extra attention.
The media landscape is constantly in transition. Journalists change positions, beats, contact information, etc. They might have altered their interest in specific topics. Throughout the year, we try to keep our press lists up-to-date, but spending some extra time going over your media list, updating the notes based on feedback from pitches and researching new media outlets can be a great use of time.
This is a great opportunity to review your business’ messaging and assess if it needs updating. Perhaps you’ve announced new products in the last six months, or perhaps the industry has developed a new acronym for your niche, or maybe there is a new piece of healthcare legislation that is key to what your business does that should be mentioned in your messaging. Maybe you’ve learned more throughout the year about what your key audiences want to hear. Now is a great opportunity to take another look at your key messages to make sure they are conveying what you want them to and effectively reaching your target audiences.
With a fresh look at your media lists and messaging, it would also be timely to review your coverage. Where have you received the most placements? Are any angles played out at this point? What outlets have you not gotten coverage in that you want to be in? What angles do you need to push harder? Are you actually reaching your target audiences with these outlets? A review of all of this will help you spring forward to make your coverage blossom even more.
We PR people like to develop our annual plans generally at the beginning of each year. But so many details for events such as conferences and tradeshows are updated throughout the year. Determining which conferences you plan to attend, submit a speaker application to or want to include in your content strategy is a key component to any PR campaign. Take this time to update your events list with deadlines for speaking and any other promotional activities.
Review and Set New Goals
With a fresh perspective on where you’ve been and what you have to work with, it is also a great time to review the progress you’ve made in achieving your goals and updating them or maybe upgrading them. Utilize the S.M.A.R.T. goal format as a best practice.
Some of these recommendations take some ongoing maintenance but think of this time as a chance to really dust off what you are doing with your PR campaign and apply a fresh strategic approach to it. So, before you grab a vacuum, go grab a pen and review your PR strategy to help your business make the most of its PR activities.