It is time to review the publicity program
Pr clients and publicity agencies are guilty of developing Publicity Plans for the year and forget to review the activity and analyze the results at least every quarter.
We live in a fast paced world surrounded by constant changes in economy, products, businesses and jobs. Keeping this thought, it is a good idea that you review every quarter the publicity activities that your PR Plan had outlined. Make a checklist to see if the goals and results are in line with the objectives you specified.
If you are working with a publicity agency, then call a meeting with them. Don’t call a surprise meeting; tell them in advance what the meeting is about. Let them know that you want to review the overall publicity program and compare the results. This is also true if you are doing publicity in-house. Give your pr staff time to document and collect what you need to make a clear evaluation.
A mistake companies make when implementing a pr campaign is the lack of patience. Because things are moving fast, we tend to feel that publicity runs at slow pace. Publicity is not something that happens overnight. Nor are the results. Unlike running an ad, which can be monitored and scheduled for print, a publicity campaign requires patience and planning. Working with the media and all the different editors, publishers and Internet pr services can be rewarding when the plan is given its due time to get the results.
After reviewing the results of the pr plan, discuss with the staff what needs to be changed in the PR Plan. Keep in mind to not make a 180-degree change, unless drastic changes occur in your industry or economy. Make changes that will best achieve the results you want. By keeping your focus on the original objectives will allow your plan to go in a positive direction to gain positive pr.
- Making your publicity plan work for you
Keep a clear focus on the objectives