This year is certainly one we want to forget but will always remember. The New Year is certainly uncertain. Yet business continues. If you’re thinking, “How do I keep the business momentum? Or saying, “Let’s hope next year is better.” Remember this:
“Hope is not a strategy.” (Vince Lombardi)
If you’re ready to plan for a successful growth year, start with strategy by investing time to hear ideas, carefully think about goals and keep people accountable. Here’s how to start.
- What are your goals? Use the Rule of 3, which is a productivity technique that focuses on achieving three meaningful outcomes. The Rule of 3 comes from J.D. Meier’s book on agile time management, Getting Results the Agile Way. It creates focus and outcome.
- What public relations tools are in place that you can use to reach your goals? Study after study shows that it takes four to seven touches for someone to remember your company, your message and act when they need your product or service. These tactical touches could include email, social media, media relations, advertising, brochures, word of mouth, events and more. Start with what’s available and build.
- What’s your company message? Whether you have a small staff under 10 people or a team of thousands working globally, employees should know and understand the company message and goals (refer to number one). They are your word of mouth (refer to tactics in number two). If your company is struggling with message, take time to either have a team member prepare a message or consider a qualitative study that lets customers, vendors, employees and others talk about the company. This process creates an authentic message because the words, phrases and stories come from those closest to your business are your true message.
- What’s the plan and budget? With goals, tactics and message ready, outline the plan and assign who’s managing or doing each tactic. If there’s no one with expertise to manage an area of focus, consider outsourcing. Each tactic should have a cost for the budget. Finally add a tactical calendar by month. Too many times company leaders think there’s “plenty of time,” yet the calendar tells a different story.
- Who’s holding the team accountable? The final public relations strategy should have a project manager. Each month (at a minimum), the team should review progress along with a measurement dashboard. A strategy is a living document that should be used wisely to meet your three goals.
A good public relations strategy is a few pages using a Word document. We have one client that uses an Excel spreadsheet with the goals posted at the top. The simpler the plan, the easier it is for the staff to understand, participate and support the company’s growth.
Have questions or want to talk PR strategy? Give me a call or send an email.