As back-to-school season is upon us, businesses can learn from this annual rite of passage for students and apply it to their public relations programs. That means taking a look at what is and isn’t working.
Here are a few questions to ask during this back-to-school season:
1) What are your PR goals and objectives?
It can be easy to get mired down in the day-to-day. Take a look at your PR program’s objectives and line them up with expected metrics. Don’t be afraid to modify elements of the plan if it will meet the desired outcome.
2) Are you reaching the right audience?
Public relations is designed to support sales team and marketing efforts and it is critical that initiatives are reaching the correct audience. Otherwise, your efforts might not meet the goals above or boost the organization’s visibility, credibility and bottom line.
3) Are you allocating resources properly?
If you are with an agency, adding another executive to the client account team can reinvigorate a PR program and that individual might grow professionally because of the opportunity. New ideas and a fresh perspective can help boost the account and foster idea growth among all peers involved.
4) Do you have the right toolkit?
You might need to eliminate one or two tools or add additional tactics. Now is a good time to trial a new approach to your blog, a Twitter program or case studies.
5) Do you need a new look?
It might be time to reevaluate your website, blog, logo, corporate materials, etc. and address how you are presenting yourself visually. Keep your company’s core message front and center, but do so in a clear and concise way. Readers are known to skim over heavy-copy websites and materials.