,PR teams and agencies fight fires on a daily basis. While we all have grand ideas of proactive programs, most of the time, unless resources are unlimited, we end up focusing the majority of our time on reactive activities.
Particularly when someone new joins the PR team or a new agency is brought on board, it is way too easy to quickly share existing materials and have everyone hit the ground running. Jump into media briefings to build or maintain press relationships from previous roles. Start executing on new campaigns and pitches. All this, possibly, without knowing whether the company or product messaging is finalized, fully understanding the objective of the briefings, and in some cases without taking a step back and making sure the overarching messages and objectives still hold within those new pitch angles.
How often do we really take the time to review, taken inventory and update the fundamental materials needed for a successful PR program? (These are just a few of the typical fundamentals but they are dependent on the company's industry and PR program needs.)
Whether your PR program is brand new, longstanding or somewhere in between, the end of the year is a good time to take inventory of your program. Here are a few key questions to ask when taking stock of your materials:
Does your PR team make the grade with your PR fundamentals? Or you need to take some time to create a stronger foundation for your PR program ahead of 2017?
Welcome to ROAMings, a compilation of thoughts and musings about the PR and media industries. This is an opportunity to discuss the “here and now” of the industry, interesting events or case studies, pivotal moments that affect how we approach PR, etc. It isn’t about brand loyalties or preferences -- and we will not be publishing self-promotional materials or talk about our clients in this setting -- but how those brands, individuals and events are leveraging (or in some cases abandoning) PR.