PR planning and improvisation
Planning your PR enables you to make the best of available opportunities.
You know what’s happening in your business, your schedule for launching new products or services and the dates of events you’ll be hosting or attending. Use all this to plan your PR activity.
When do you need to get news to publications about your product launch? What can you say about an event you’re organising? What photos or video can you create in advance to make the biggest impact?
Planning your PR early on gives you the time to come up with ideas and ensures you contact journalists before their deadlines. It also gives you the time to get all the information together, get quotes from key people, prepare images and other material, so your PR is packed with interest.
Many businesses leave it too late and send out press releases after the deadline and often after the event, when it’s old news. This material tends to be hurried, incomplete and ineffective. Often, it’s a waste of time and money.
Do it properly if you’re going to do it at all.
Expect the unexpected
Even when you’ve planned everything down to the smallest detail, the unexpected can turn your plans upside down.
That’s why it’s good to have a flexible attitude. If something is cancelled or changed, can you still use it for your PR?
If a sudden opportunity arises, can you bring your PR forward to take advantage?
Having planned and created your material in advance, this can often give you a structure with which to improvise.
In these situations you have to act fast. Waiting to get everything perfect could mean you miss the opportunity.
That’s how the combination of planning and improvisation enables you to make the most of all PR opportunities.
Plan for the future and adapt your plan on the day.
That’s your #SillySeason PR task #4.
Good luck and do ask any questions you have.
Tomorrow: What is there to talk about?
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