PR is a process
Ok this is a bit of the pot calling the kettle black. Unlike my blog, PR activities can take on a momentum of their own and we can neglect a lot of the housekeeping that really helps us move the dial.
I have said it before and will say it again. It is not about volume, it is about quality. You can be in a million publications, all with the wrong message, and your business will not reap the reward of those opportunities. But like a ship on fire, we have a tendency in PR and marketing, to pick a date to light a flame and keep sailing until the very last ember with nothing to show for it but a serious 3rd degree burn. Did I take that metaphor to far? Well it is October, almost the end of conference and launch season. Have you taken the time to look at the back of your shirt? It is charred.
But fear not. Your hard work hasn't been for nothing and most of you will come out of this year unscathed. However, PR without analysis, post mortem and reflection is like running in the same place for years. You have great legs but you aren't going anywhere and it is not sustainable month after month. Waiting until the end of year to evaluate your progress removes your ability to get out in front issues, make changes, get creative and make an impact. And just to drive this ship metaphor into the ground, a good captain charts a path but constantly recalibrates given new information, weather and opportunities. So here are 5 things I beg you to do for yourself, with your agencies, consultants and teams. If only so you can say things like "we are in uncharted territory", "smooth sailing" and "open seas ahead." Someone please stop me.
So with a little extra effort you can stop and figure out where you are on the map to achieving your PR goals. I will talk about setting those goals in another post. But for now, let's just learn to stop, look at the map and move a little to the right or left before we sail forward. Not only will this help move your business in just a single quarter but it will make your work more rewarding by having teams on the same page, getting creative and knowing that success is measurable, living and breathing but not out of reach, and something worth working toward.
P.S. Not a single sailor was consulted for this post. All nautical inaccuracies are mine and mine alone. Bon Voyage!
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