The PR world is continually evolving. The tried-and-true methods of the past for communication no longer guarantee the results we seek. In response, as PR professionals we must learn to change with the times. While certain classic PR methods, such as the coveted press release, still provide a valuable resource to funnel information to the public, it’s important for us to adjust to the world of constant social media usage and fleeting attention spans. It’s time to give your PR tactics a summer tune up! The PR professionals at Spread Communications have put together a few steps to help you determine which PR strategies to keep, which strategies to tweak, and which strategies you should consider dropping altogether.
The first step for any tune-up is to look under the hood. Take some time to note all of your organizational procedures, programs, and practices (consider this your way of “looking under the hood”). No matter how small or big, simple or complex, obscure or important, be sure to take note. Consider using a spreadsheet to keep track of everything. Assign a tab for every individual task, and be sure to include the purpose for each and all important details, such as time, staff and money needed to perform each procedure. By taking inventory, you will develop a clear, concise, comprehensive understanding of all the work you and your team conduct on a daily basis.
This is also a good time to review your key messages to determine whether they are up to date and communicate the right message for your organization. This is particularly important if your business has undergone a significant change or recent rebranding. Start by analyzing the key points you want your target audience to hear.
If you don’t need it, get rid of it! Take notice of which programs are yielding desired outcomes. After compiling an inventory of your programs, make a case for whether to keep each of them based on your outcomes. Take a comprehensive look at every program, procedure and perform an evaluation. This process may feel time-consuming and challenging, but when properly conducted you can save yourself time and money in the long run.
As you evaluate everything on your list, measure your return on investment (ROI). Be sure to include a description of the program, financial costs, staff needed for the process/program, goals and any feedback or results you have received from the program. Don’t hesitate to cut ineffective programs. These programs are hurting your bottom line. When you cut the programs that are ineffective you make room in the budget for new procedures that will propel your organization into the future.
Polish and refresh
While it’s important to stay in touch with the latest innovative technologies, communication methods, and social media platforms, not all tried and true methods deserve to get the ax. Always keep what’s working for your organization. If your company is still finding press releases and mailers to be effective, keep using them but consider revamping. For example, supplement mailers with new delivery methods (i.e. email) and compare the effectiveness of both. Never eliminate useful programs just to comply with the competition. What about recycling material? Consider tweeting quotes from your press releases and other marketing materials and post them on Facebook or Linkedin to generate interest before they are released. Just be sure to include a link to the full press release. This helps increase coverage for a single PR resource.
In the end, giving your PR tactics a tune-up can be a large, time-consuming task. But it’s worth it to be prepared and to keep evolving with the most up to date trends to get your message out there!
Interested in learning more about how PR can help your organization? Contact the professionals at Spread Communication PR Agency. We look forward to hearing from you.