What are your PR resolutions?
- 16 Comment
The election, the economy and the ongoing war made 2008 one of the most challenging years in recent memory. The impact on PR cannot be overstated: We had a volatile year – agency cut-backs due to shrinking marketing budgets, the social media community buzzing that PR was dead, the social media community buzzing that PR is the new black, the abolishment of embargos by TechCrunch, and the frequent round-ups across Twitter and the blogosphere of bad PR’s most prolific poster children.
Like many industries, clients and employers are taking a step back and reevaluating the value of marketing and PR programs. In a time when our industry is under scrutiny, great opportunities to reexamine our relationships, strategies and goals in order to prosper have arisen. With the exception of the auto industry, PR and social media must be the most buzzed about industries in the world today – what an exciting time to be a part of the revolution of communication! And in what better time is there to help our clients grow and prosper in the time to come?
So along with your commitment to actually use your gym membership, take some time to think about your PR resolutions, items that can reinforce your value to clients and employers.
Here are some resolutions from me and my Twitter friends:
Think Big – Let’s face it, we will still be doing press releases and media tours, but think about what out-of-the-box activities can really put our clients on the map. Brand sensitivity makes it a challenge for some companies to take risks, but help them take the leap by presenting fresh ideas every month. A great example is the monumental charitable endeavor from Danny Brown of Press Release PR, The 12 for 12K Challenge. Justin Goldsborough suggests frequently trying new things so your programs don’t become stagnant.
Not-So-Idle Chit Chat – Clients get busy, PR people get busy. When your client asks to cancel your weekly call, ask to reschedule. Face-to-face meetings are even better. What’s working, what’s not – demonstrate your commitment to your clients’ business goals and realize that in these uncertain times the seeds of opportunity for the next stage of growth must be planted. Make sure the creative juices don’t stop flowing. Elizabeth Sosnow reminds us that in a down economy, client service is paramount to reinforce to clients and employers why our efforts are critical.
Get Social – You’ve heard about social media all year, so you signed up on Twitter, you gussied up your Linkedin profile and you’ve stopped posting party pics on Facebook. Awesome! This year, send out your first social media release – PitchEngine.com has made it easier than ever. Don’t just follow the leaders like Chris Brogan, Guy Kawasaki, Robert Scoble, Brian Clark, Darren Rowse, and Dr. Mark Drapeau to name a few, but read their blogs and ENGAGE with them. Respond to tweets or comment on their blogs. Take advantage of some of the resources meant to teach you – seminars, Webinars, great blogs like Brian Solis’s “PR 2.0 blog” or http://www.ariwriter.com/ from Ari Herzog, or take part in journchat, a meeting of the minds for media and journalists on Twitter. Connect with like-minded people to see what best practices are being shared. Alexis Anzalone suggests it important to stay abreast of trends by reading a lot. Remember, knowledge is power.
Now decide what you want to do to create impact this year. Make a list, and post it next to your computer. Share your resolutions in the comments below. Create and nurture your value in 2009.
Rachel Kay is president of Rachel Kay Public Relations, a boutique public relations agency specializing in national consumer products and services and Web start-ups. Follow her on Twitter at @rachelakay.