Public relations is hands down the
best bang for your buck – it is the single most powerful tool in any
organization’s marketing communications arsenal. If it’s not in your arsenal,
2013 is the perfect time to take advantage of this influential tool.
Consistent, focused PR educates your audience on the solutions you provide to
help solve their problems; a results-driven PR campaign builds name recognition
and brand awareness, helping you expand your organization’s sphere of
influence. Here are five tips to consider when planning your PR campaign for
the year ahead.
1.
Think
through your business goals and objectives for 2013. You should be ambitious about where you want
to be in a year and how much you would like to grow, while also making sure
your goals are attainable. Then align
your PR goals with your business goals. Want to expand your thought leadership
presence? Grow a specific vertical market? Defining your goals helps you
clearly identify where PR can provide support and ‘air cover.’
2.
Define
the PR/marketing actions needed to achieve your goals and objectives. It’s
important to be realistic about how much you can accomplish in twelve months,
and you need to ensure that your actions truly support your goals. For example,
if you want to grow a specific vertical market, you want your PR effort to
focus on the media and events that serve that specific market.
3.
Review
the past year’s successes and efforts that were especially effective in
communicating your message, and integrate these initiatives into next year’s
campaign, as well. You want to continue to nurture and leverage these successes
to ensure continuity and consistency.
4.
Establish
metrics to be achieved: how many feature articles are you aiming for, and
what’s reasonable to expect with resources committed? Remember, consistency is
key, so an important element is securing feature articles that truly tell your
story throughout the year, not just clustered around an important event. Want
spokespeople quoted in the press? Work with your PR team to define the metrics
that make sense with your level of effort and commitment, then put them in
writing, and track results.
5.
Enjoy
the holidays! Make sure to take the time
out of your busy end of year work schedule to spend time with friends and
family. You have been working hard all
year long, so take the holidays as an opportunity to relax and appreciate what
your hard work has brought you over the past year.
And if you need an engaged, focused PR
team to help you achieve your goals, please call me – we’d love to help you
plan and implement a focused, results-driven PR campaign for 2013! Our promise
to you – we’ll consistently deliver results, exceeding your expectations!
Happy holidays!
For more information on how Advice
Unlimited can help you create and implement a successful public relations plan,
or provide support for other public outreach and communication initiatives,
please contact me at 301-924-0330 or slevine@adviceunlimited.net.
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