Shorter, cooler days and crisp leaves underfoot… Yes, it's fall. And you know what that means. It's time to reorganize the closet! If not now, then when will you ever figure out which clothes and shoes still “work” and which ones need to be retired?
Fall also signals a typical time for drawing up new annual budgets, and is therefore a natural time to assess PR programming. What still “works” in your PR cache? And what’s still hanging on like an old coat?
Before answering those questions, it’s best to review and update your marketing goals and objectives. You may be surprised at how a new PR tactic can fulfill an old strategy. You may also find satisfaction in knowing that tried and true approaches are still valid.
When you audit your PR program, complete this sentence… “I want my PR program to… “
Here are a few potential phrases for rounding out that statement:
1) Promote brand recognition, visibility and our points of difference
2) Increase profits
3) Attract investors
4) Repair, protect and/or enhance our reputation
5) Generate earned media
6) Attract talent and retain top performers
7) Cultivate new business
8) Identify potential issues and crises, and develop plans to overcome them
9) Integrate social media into all that we do
Your new PR program can be transformed in the same way that a closet can be overhauled with the addition of a few new items. Here are a couple of examples:
· Still regularly blanketing the market with press releases? Instead, maybe try cultivating dialog with key members of the news media.
· Maybe it’s time to stop using your Facebook page solely as a feed for product promotion. Perhaps it’s time to crowd source content and conversations.
Let's go back to the closet analogy... It’s not doing you any favors to just operate from the same old closet and keep wearing clothes that no longer emphasize your best attributes. Time marches on! Change things up by incorporating current trends into your mix, while staying true to your classic sensibility.
Up to date with the trends while being true to your classic sensibility?