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People move around, and things can get out of date fast.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!