planning

Ten things you can do this Summer to re-energize your PR machine

If there’s one thing all PR pros know, it’s the futility of “planning your day.” All it takes is one phone call or email to shatter your lovingly prepared to-do lists into a million pieces.

The good news (for those of us in the Northern Hemisphere, at least) is the arrival of Summer – a perfect time to tackle the things we’ve all been meaning to do, but for which there hasn’t always been time.

Now I know Summer does not necessarily mean things slow down. In fact, vacationing team members have a way of increasing workloads for those still stuck in the office. And for some industries, Summer is what Christmas is for retailers.

But for many of us, things gear down in July and August, which usually means September will bring with it a rude awakening. That’s exactly why you should use the next eight weeks to do a tune-up on your PR machine so that you’re ready for when the busy season returns. Here’s how:

1. Schedule those face-to-faces

Maybe it’s the reporter you haven’t met, or someone who has been identified as a potential influencer. Or, maybe it’s that elusive executive. Regardless, even with vacations, Summer is a great time to actually meet and talk with someone. Do it now before family, work and business travel obligations once again wall them off from you.

2. Clean up your contact list

People move around, and things can get out of date fast. We’ve all been there: you turn to your trusted contact list, only to find out it’s no longer accurate. No more excuses; now’s the time to whip it back into shape.

3. Get some blog posts under your belt

Even people who love writing under pressure know it’s no fun squeezing out a post an hour before deadline while juggling five other things. Create a few “timeless topic” pieces and store them so that you can publish them when they’re needed the most.

4. Conduct a competitive analysis

We’re all drowning in data, so you should know quite well how you and your team are performing on metrics, whether it’s articles, CTRs, engagement or message pull-through. But many are less sure how their competitors are doing. Now’s the time to take a cold, hard look in the mirror and compare yourself – do an audit, talk to colleagues in sales and marketing and see how they view the world. Bottom line: learn not just where you stand, but also how you stack up against the rest of your industry.

5. Revisit that crisis plan

You know that crisis playbook that’s laying around somewhere, right? The one overseen by your long-departed predecessor, with the outdated contact information and messages? Yeah, that one. Now’s the time to update it – before the next crisis hits.

6. Take a vacation from your routine

With non-stop busy-ness comes a “just get it done mentality”. That usually means no one, least of all you, is in the mood for experimenting with new tactics, or digging deep to find new sources of stories or content. Summer is a great time to stretch your legs a little. Read up on best practices, talk to your peers, learn what people like you in other industries are doing. Or connect with colleagues in the organization you never normally see – mine them for ideas, and ideally, experiment with something new before Summer is over.

7. Review your vendor list

PR pros get their fair share of cold emails from people looking to offer their services, everything from monitoring technology to photographers. If you use vendors, take an honest inventory of where you’re weak or where there are gaps, and then go back into your inbox and follow up with some of them. There’s no shortage of talent out there, and you shouldn’t settle for second-best in anything.

8. Test-drive an agency

If you're a startup you’re lucky enough to work in a business that doesn’t require 30-page RFPs and a mountain of procurement rules, and you’re strapped this Summer, then why not acquaint yourself with a new agency? I’ll happily be self-serving here and say that smaller agencies are far more likely and able to accommodate a small project on short notice, especially in Summer. Doing so will help you get a sense of what’s available to you when bigger projects comes down the pipe later in the year.

9. Award submissions

Winning awards? Yay! Filling out submissions? Nope! Summer is not award season by any means, but you may have sense by now of what project or campaign you’re considering submitting later. So, go find a patio somewhere and do the heavy lifting now, and then circulate copy for early approval. You will thank yourself in a big way months from now.

10. Take a break

Finally, don’t be that person who accumulates loads of vacation time. This job can be tough. Use that time. Believe me, your colleagues, clients, friends, family and dog will all thank you.

Any other ideas for things to tackle this Summer? Let’s hear them!

Why PR is a must-have for startups

startup-pr-communications-strategy

Startups face a wide range of challenges and competing priorities. Between sourcing new business, maintaining relationships with your existing clients and refining your product or service, there is a lot going on. Marketing can sometimes take a back seat.

However, we believe firmly that the one thing startups shouldn’t forget about is public relations. Good PR does much more than just build some buzz and grow basic awareness. Here are three key reasons why telling your story effectively to the outside world is a must for young companies.

1. Seeking Financing

Finding financing and investors is critical to taking many startups to the next level. Over time, having a visible profile in the media can play a massive part in the success of your fundraising efforts. The reason is simple: many investors of all sizes and across all sectors look to the media as a key source of information. The more high-quality blog and media coverage your company receives, the more these investors will be looking at you.

As well, one of the best ways to show off the credibility of your business to potential investors is sharing links to positive media coverage highlighting your brand and product or service. This is especially crucial when making cold pitches, as the success rate can skyrocket when you have third-party coverage backing up your pitch.

2. Thought Leadership

Taking steps to establish yourself as a thought leader is a sound strategy for founders, and should be part of any startup PR plan. You launched your company because you’ve got deep expertise in a particular field, or a unique perspective about your industry. You should share it! This can work especially well if your company is in an industry that does not already have a ton of established experts writing white papers and regularly providing commentary. By sharing your knowledge, you and your company can gain exposure to new potential partners, new talent, and even new relationships with reporters.

In addition to speaking with media directly, a great way of doing this is by creating relevant and engaging online content, such as blogging or video. You can maximize exposure by sharing your storytelling through both your personal channels and your company’s, sharing your posts with the reporters who cover your sector, or spending a little money on promotion. This lets your leaders increase their own profile, while putting the company brand in front of a targeted audience.

3. Strategic Partnerships

Partnering with other companies in your industry makes sense for a variety of reasons. You may be looking to co-develop a product with someone who has capabilities you don't. Or, you may be thinking longer term, about one day selling your company. It might feel strange to be thinking about your company’s eventual sale right at the beginning, but many of your potential investors will be thinking this way as they consider whether to fund your business. That means you have to think about it too. Your PR plan can be critical to attracting the attention of major players in your industry, either for partnership or potential exit.

We see this every day in the telecom and finance sectors, with the next great company being purchased by a larger incumbents. Quality exposure matters, especially in sectors where there are many similarly oriented startups in a race to be first in a particular niche. To get on the radar of the large player who might one day partner with you or buy your startup, you have to successfully target both mass market press and trade publications in your PR strategy.

PR is a critical tool for a startup to employ in establishing its brand and credibility with investors, partners and a variety of other stakeholders. It takes hard work and expertise. In recognition of this, we have developed a specialized offering specifically for startups. Check out Provident Ignite, or drop us a line at wojtek@providentcomms.com