Keep your PR plan up to date for success

By: Angela Raleigh, Account Executive, Leonard & Finco Public Relations, Inc.
No matter where your business is in its fiscal year, with the first quarter of the year under our belts, it’s a good time to pull out your PR plan for 2012 and see how you’re doing. PR requires a consistent and persistent approach to be effective, but flexibility and a recognition that things will change over time are also important.

Let’s face it, we’re all busy. But staying on top of your plan can truly help you in the long run. If you haven’t looked at your PR plan in quite some time, or don’t have a PR plan in place, here are some things you’ll want to consider:
  • Research. Understand your company’s goals and research ways to achieve those goals. This is a vital in PR because it helps guide the planning process that affects future success.
  • Develop strategies and tactics to meet those goals. Be realistic in developing a list of activities that will produce results. Once your plan is in place, create a task and timeline that will help you get things started. It will also help everyone understand what is to be accomplished and who will be responsible for each activity.
  • Lastly, keep things fresh and be flexible. As we all know, the company goals, the PR industry, target markets and the economy can all change creating a need for adjustments. There is no guarantee that strategies and tactics that were successful in the past will be moving forward. Additionally, strategies that work in one situation may not work in another. Be sure to create a workable PR plan that can be tailored depending on the current market conditions to achieve the desired result.

Remember there’s no magic in PR. It’s about being consistent and persistent in following a plan and knowing how to reach the target market to communicate information in a timely manner. What do you do to keep your PR plan up to date and on the path to success?