PR planning and improvisation

#SillySeasonPR #4

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.

PR planning and improvisation

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?

Use the content and tips in our videos and posts below to boost your business.


Learning a PR lesson from a persistent snowdrop

How a long-awaited, lone snowdrop reminded me that persistence and patience are needed when running a PR or social media campaign.persistent snowdrop
Over the weekend, when I was away on a trip, my wife texted me to say a single snowdrop had flowered under our blackcurrant bushes.

I was over the moon. I planted lots of bulbs – crocuses snowdrops and tulips – before seeding this patch of soil with grass last autumn. The grass has taken, but whereas long-established bulbs elsewhere in the garden have come up in abundance, none of these new ones had showed any signs of appearing.

I have been scouring this area every morning for signs of growth, but was starting to wonder whether the bulbs had either been eaten by slugs or had rotted. I hadn’t given up, but felt the chances of seeing any flowers were slim.

Patience is rewarded

So news of the first snowdrop was even sweeter than usual. My patience has been rewarded and now I hope to see a few more flowers come up.

This reminded me about the need for persistence and patience in communication, especially in PR and social media. One press release, one blog post or tweet is unlikely to flourish by itself. It needs a planned campaign to plant seeds that will flower with persistent tending over weeks or months.

While this has always been the case, the vast flood of updates and posts now released on the internet every second makes it even more necessary.

One press release or tweet is not enough

A single tweet, post, blog or press release can disappear like a quiet comment in a noisy pub. An interesting, useful or amusing comment can be overwhelmed by streams of photos, accounts of reality celebrities or the latest smartphones and gadgets.

How do you make your voice heard when you talk about something outside these obvious topics which many people stick to because they are the easiest options?

Being original and interesting, of course, but also being persistent and patient. Many people give up quickly when they don’t see instant results. Often you have to wait to see your achievements.

I am certain that other bulbs will now flower in my lawn, because I believe that, given time, they will reach up and flower.

Is it worth soldiering on with my PR?

Is it worth soldiering on with my PR? | pressmeIf you’ve put your house up for sale, do you give up if the first person who comes to view it doesn’t make you an immediate offer?

Most of us won’t. Although having lots of people traipsing around our homes and having to make sure everything looks relatively tidy can be very tiresome, we make the effort, especially if we have made an offer on our dream house and don’t want to lose it.

Patience and persistence

Just as patience and persistence are important when selling a house – and I remember how much we needed when we sold our last house – so it is with PR.

One press release, one magazine, one action is unlikely to bring a flood of customers. Usually it will take a lot more than one action, probably a concerted campaign of regular activity to achieve the results you want.

Energy and enthusiasm

And you can’t just soldier on without commitment. Just as we want our house to look welcoming and comfortable to prospective buyers, so we have be energetic and enthusiastic in all our PR activity.

That means there will be a time when it looks like we’re not getting any results. Then it’s  important that we monitor our activity to make sure we are doing everything we need to and are not missing out anything. A powerful press release will achieve nothing if we don’t target relevant publications. We won’t get media coverage if a journalist asks us to send a photo and we forget. We should look to see what works and what doesn’t so we can fine tune our campaign.

Keep to plan

When you keep to your plan, you will have a much greater chance of succeeding. Many businesses launch into PR with their first press release or newsletter and never issue a second one. They give up because they don’t have time, don’t have the discipline to continue or are impatient when they don’t see quick results.

Your competition will fall away fast, giving you more opportunity.

Stick to your plan to see results.

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