PR checklist: Six ways to end the year on a high note

Many know the saying “new year, new me,” but few business owners apply this sentiment to their public relations strategies. Whether in life or business, the end of the year is the time to reflect on your accomplishments of the past year – accounting for each success and opportunity for growth.

As 2024 comes to a close, it’s essential to take a proactive approach to new beginnings and use the last several weeks of the year to get a head start on the upcoming season. This will allow you to maximize your efforts in current and forthcoming years, particularly concerning PR.

Though there are many ways to approach end-of-year planning, we recommend adding these tried-and-true actions to your PR checklist to ensure your campaigns end the year on a high note and are ready to do the same next year.

1. Look back to move forward

Review relevant materials from the past several months, reflect on what went well, and note what should be adjusted. To further develop and flesh out your efforts, you must thoroughly understand the results and why you received them. Does your messaging resonate with your audience? Did you get more or less traction on an announcement than you expected? While it’s important not to dwell on the past, it’s crucial to understand it so you can move forward confidently.

2. Set clear, SMART goals for the year ahead

According to Forbes, “Without concrete goals, you are essentially shooting in the dark trying to improve.” That is where S.M.A.R.T. objectives come in. These goals are specific, measurable, achievable, relevant and time-bound, allowing you and your team to focus, assess and pivot goals as needed.

S.M.A.R.T. goals are:

• Specific, featuring outcomes and action steps all team members are aligned on.
• Defined by quantitative objectives. This data and its collection methods are predetermined and measurable.
• Realistic and straightforward, so team members remain energized and enthusiastic.
• Aligned with the organization’s overarching goals.
• Bound to a deadline.

3. Assess potential tactics

Once you’ve set the appropriate goals, it’s essential to research the PR tactics that may be right for you. Whether influencer relations, media relations, event execution, press releases, op-eds, digital content or a combination of all these and more piques your interest, there is an approach that is right for your business. Maybe your organization hasn’t invested in PR before, or perhaps it has used the same handful of strategies for the past several years, but taking this time to research modern and traditional techniques can benefit you nonetheless.

4. Develop a plan

Intentional research ultimately leads to productive planning. Determining your goals and potential tactics of interest will allow you to collaborate and craft a plan to ensure that you’ll enter the new year with direction, enthusiasm and purpose. 

5. Maintain momentum

Until the new year begins, be sure not to put your PR efforts on hold. Continuing to pitch media and engage with your audiences through social media, blog posts and e-newsletters will keep you at the top of their mind throughout the busy holiday season. Be sure to announce any significant announcements after the new year, though. Doing so will ensure your big news isn’t lost in the holiday buzz.

Consider crisis communication planning

In today’s environment, it is crucial to consider that a crisis can happen to any person, group or organization at any time. As 2024 approaches, we recommend viewing crisis planning as a proactive business tool rather than a reactive one. Though the hope is always that a situation does not occur, we believe that adding crisis communications to your checklist, identifying any potential points of contention and using preparedness to your advantage will help you move from year to year with greater ease.

For expert help creating a PR checklist tailored to your business, schedule a discovery call with RPR today.

by R Public Relations Firm

PR Tips for Election Season: Getting Your Story Heard

Election season can be a notoriously challenging time for brands looking for media coverage. With the airwaves, newspapers, and social media feeds dominated by political candidates, debates, and polling data, it’s easy for non-political news to get lost in the shuffle. That means fewer media hits for your brand. Here’s how to cut through the clutter and get your story heard.

Know the Landscape During Election Season

Election seasons usually follow predictable patterns: from the intense candidate debates to voter turnout campaigns and, eventually, the final Election Day push. Media outlets focus heavily on political coverage, leaving limited room for non-election stories. If your brand wants to gain media traction, you need to understand the competitive media landscape and adjust your strategies accordingly. 

If your brand operates in the political or social spheres, you might find natural opportunities to insert yourself into ongoing election conversations. However, for other industries, it’s important to understand how to pivot accordingly and mind your niche.

Get the Timing Right

The key to getting media attention during election season is relevance. Brands that align their messaging with current events without forcing a connection are more likely to capture journalists' attention. Ask yourself: How can your brand or product speak to the issues people are talking about right now?

For example, a tech company could share insights into how technology shapes elections or discuss cybersecurity concerns. A healthcare brand might offer expert commentary on healthcare policy debates during the election. Even lifestyle brands can get in on the action by aligning with cultural trends sparked by election season, like promoting unity.

Position Your Brand as Break from the Buzz

Journalists are always on the lookout for non-election stories that provide a break from the intensity of the political news cycle. Position your brand as a breath of fresh air. For instance, a wellness company might pitch a story on stress relief during election season, helping people cope with the intensity of political coverage. This connects to the current climate and presents a relevant and helpful angle.

Audiences are more likely to engage with stories about upcoming events or actionable thought leadership that addresses business challenges. Content with a clear call-to-action or next step for readers usually stands out in a crowded media landscape.

News that provides a refreshing break from the election buzz, like positive community impact stories, can also resonate with both reporters and audiences experiencing election fatigue. So, lean into authentic storytelling to engage audiences with content that gives them a break from election year noise.

Stay Focused and Keep it Local

To stand out, you should stay focused on your message and make sure you keep it local. Localizing your content can give it a better chance of breaking through. Tailor your message to address the unique challenges, events or opportunities in the local area. Whether highlighting a community partnership, supporting a local cause, or discussing a regional issue, focusing on local relevance can make your pitch more appealing to journalists and more relatable to audiences.

Zeroing in on your brand's core message and giving it a local angle will increase your chances of standing out in the crowded media space during election season. It’s a strategic way to ensure your story feels both timely and meaningful to your audience.

It Easy for Journalists to Say Yes

When reporters are inundated with political content, your media pitches need to arrive early and be consistent. Election cycles can create unpredictable news moments, so having your pitch ready to go at just the right time can help make your story an easier sell. 

Reporters appreciate pitches that are easy to execute. When crafting your pitch, provide clear, concise information and make sure it’s newsworthy. Also, high-quality images and readily available quotes can make your story more appealing to time-strapped journalists.

Providing data, research, or quotes from experts can also add credibility to your pitch. For instance, offering insights into how your brand or industry responds to election-related issues—such as economic uncertainty or shifts in consumer behavior—can lend weight to your story.

Call in the Professionals

While many companies attempt to manage their PR efforts in-house, there often comes a point where the expertise and resources of a dedicated PR firm are needed to evolve your brand to the next level. Election season could be that moment for your brand. 

Don’t be afraid to ask for help. It could be the difference between the coverage you want and need and no coverage at all. PR firms invest a great deal of time in building valuable relationships with the media. They can leverage those relationships to help tell your story. PR firms also have their finger on the pulse of the latest content trends. Let them use those insights to help you find the right angle for your pitches. 

While election season can make quality media coverage harder to come by, with the right strategies, brands can still thrive. You can cut through the noise and secure valuable media coverage by aligning with timely topics, offering fresh perspectives, and making life easier for journalists. For more information on getting media during election season, schedule a meeting with RPR today.

by R Public Relations Firm

5 Common Media Missteps and PR Tips to Help You Avoid Them

It happens to the best of us. Even the most seasoned PR professionals can stumble into some scary media missteps. And the consequences can leave brands scrambling to recover. To help keep your message clear and your reputation intact, here’s a look at the five most common media mistakes PR pros encounter—and the PR tips you need to avoid them.

1. Ignoring Your Audience’s Interests

The Mistake: Crafting a message solely from the company’s perspective rather than focusing on what the audience cares about will land you in hot water every time. When brands speak to the audience instead of connecting with them, the message often misses the mark, resulting in disengagement.

PR Tip: Audience research should be the foundation of any PR campaign. Use tools like Google Analytics or audience surveys to gain insight into demographics, preferences, and needs. Build your messaging around what the audience values, not just what the brand wants to say. For instance, a brand launch may seem important internally, but it could fall flat if it doesn’t address why customers should care.

Ultimately, you want to engage your audience with authentic and meaningful content and messaging to boost your visibility and build brand loyalty. 

2. Sending Out Impersonal Pitches

The Mistake: One-size-fits-all pitching is the kiss of death in PR. Generic pitches lack the personalized touch that journalists and editors expect, which can hurt both the immediate pitch and long-term relationships with media professionals.

PR Tip: Research each journalist’s beat and previous articles to understand their interests and angle your pitch accordingly. Use the first line of your email to demonstrate this knowledge and highlight why your story fits their current coverage. This thoughtful approach stands out in an inbox of impersonal pitches and builds respect and trust over time.

3. Skipping Crisis Management Preparation

The Mistake: Hoping a crisis won’t happen isn’t a strategy. Brands that lack a crisis communication plan often face added chaos and confusion when an issue does arise, leading to poor handling and even brand damage.

PR Tip: Proactively build a crisis management plan. Identify potential risks, designate a spokesperson, and prepare key messages that align with the brand’s values. Assign roles within the PR team so everyone knows their responsibilities, ensuring swift and unified responses. Consider conducting regular media training for the designated spokesperson to keep them prepared for high-stakes situations.

4. Missteps in Timing

The Mistake: Timing can make or break PR pitches and campaigns. Launching an announcement on a holiday weekend or during a significant event can bury even the best stories, while missing timely opportunities can cost your company brand visibility.

PR Tip: Be strategic and pay attention to the calendar. If you plan campaigns to coincide with relevant holidays, seasons, or trending topics, you can maximize visibility. Also, consider investing in media monitoring tools to keep tabs on what’s happening in your industry, allowing you to jump on relevant moments and trends to gain traction with your audience.

5. Failing to Track and Measure Results

The Mistake: Without tracking metrics and results, PR professionals miss insights on campaign performance. That means it is going to be more challenging to understand what resonates with the audience and improve future efforts.

PR Tip: Begin every campaign with clear, measurable goals, whether that’s earned media hits, social engagement, or website traffic. Use tracking tools to analyze campaign performance and adapt based on the results. This data-driven approach helps refine current strategies and builds credibility with clients by showing the impact of your efforts.

The PR landscape may be filled with potential pitfalls, but with the right strategies, you can steer clear of these common mistakes. Focusing on key basics like timing and personalization can keep your PR efforts effective and your brand’s message clear. Mistakes happen, but these PR tips can help you navigate media challenges with confidence.

For expert PR tips tailored to your business, schedule a discovery call with RPR today.

by R Public Relations Firm