PR Spring Cleaning
Spring has sprung, which means it's time for some Spring cleaning, and not just your home or office. This is the perfect time to revisit your PR strategy. Here are some tips to spruce up your communications efforts.
1. Revisit Your Digital Content
Content is key, especially digital content, but has yours become stagnant? Do you have videos on products that you no longer offer on your social channels, or outdated photo galleries? It's time to refresh your existing digital content and ensure that it is original and current.
2. Review Your Key Messages
Has your messaging gone stale? This may be the time to revisit your key message points, especially if your business has experienced any significant changes such as a re-brand, IPO, or new product category offering. This is also a good time to review your boilerplate and ensure current key messages are reflected on it as well as on your online press room.
3. Clear the Media List Clutter
Over time, your media/influencer list can become a mess of outdated information. Reporters, blogger and influencers frequently change jobs, beats and publications. Revisit your media list and check sources such as LinkedIn, Twitter, and Cision to see who's doing what.
This is also a great time to reach out and reintroduce yourself and your client/company to media you pitched in the past, but were unresponsive. Reconnect with them with a new story angle that may be up their alley now.
4. Review Media Coverage
Review the media coverage your company or clients received in the past year. Are you reaching your target audience in these publications? It's also great to take stock in the number of media hits per month over the past year and how you can increase and/or vary them.
5. Get Back to the "Why"
PR professionals are always looking for the next big angle or PR play. While it's great to be proactive and look for opportunities that lie ahead, don't forget the basics of what got you here and what made your story or brand unique in the first place.
Freshen up your pitch by bringing in brand ambassadors who can tell their story about how your product or service changed their lives.