Start 2017 Off Right with These Five PR Resolutions

Dec 28, 2016 admin

For many, the new year means setting resolutions like joining the #fitfam or saving money by ordering less takeout. For PR pros, the new year is a time of reflection. Reviewing 2016’s campaigns and seeing what worked and what can be improved. It is a time for re-plotting strategy and bold ideas.

Since we all come back from the holidays eager to start the new year off right, that means high expectations. So, without further ado, here are five PR New Year resolutions that will help you kick a** in 2017:  

1. Spend more time in the learning zone: Back in September, Camille Preston, CEO and Founder of Create More Flow delivered a talk to InkHouse about productivity and donuts. Ultimately, Camille explored a concept known as Flow. According to Camille, “Flow is the state of feeling and performing at your best, when your work is effortless, when you are lost yet completely present, immersed, and focused.” Research conducted by McKinsey found that increasing the amount of time an executive spends in flow by 15-20 percent doubles their productivity. Needless to say, InkHouse has been working to perfect its “flow” ever since and you should too! Learn how to get your flow on in 2017 here:

2. Put the PR back in Press Release: Press releases are often thought of as standard practice when it comes to announcing news. But over the past few years, we have seen a shift in how organizations share their news. It’s not just press releases over the wire anymore: now, a blog post or even a tweet can get the job done. However, that doesn’t mean the press release is irrelevant - it just means PR pros need to start looking at the press release differently. So in 2017, commit to using the press release for story telling and not just conveying marketing jargon to boost your SEO. For inspiration check out our blog post on 9 Tips for Retooling the Press Release.

3. Boost engagement levels: In this 24/7 “always on” world, it is easy to get caught up in virtual conversations. Emailing and texting have become more natural than picking up the phone and having an actual conversation with someone. I get it, email is more efficient and gets the job done quickly, but what it takes away may be more costly than the extra five minutes you saved by not picking up the phone. In any industry, audience engagement is critical. IDK about you, but I’ve never heard of an online relationship that ended in happily ever after. So in 2017 let’s resolve to picking up the phone more, setting up more in person meetings, and getting to know what makes each other tick.

4. Build better relationships with media: 2016 saw newsrooms shrinking, social media platforms entering the news business and the rise of fake news (2016 presidential election I’m looking at you). PR pros have been forced to adapt their media relations strategies in order to achieve results. Building relationships with key media has never been more critical. It’s time to make pitching personal. So in 2017, let’s make it a point to really get to know reporters. You should be able to answer these questions:

  • What is their beat?
  • How many stories are the required to write each week?
  • Who is their editor?
  • What is the reporter's number one goal?
  • What do I have to offer them?
  • How are they measured (e.g. time on page, clicks)
5. Take a blended approach to PR: The lines between earned, owned, and paid media continue to blur every day. To be a truly effective PR pro you need to recognize this reality and use a blended approach to reach your audiences. At InkHouse, we refer to this as the modern media mix: sponsored content, social media and content amplification. In 2017, resolve to start implementing this blended approach. We outline how to effectively do this in our free ebook: “The Modern PR Media Mix."

For more PR new year resolutions, check out what some of our InkHouse-ers are planning to work towards in 2017:

Grace Lynch, Assistant Account Executive - “In 2017, I’d like to have more sit down coffee meetings/chats with reporters”

Rachel Nelson, Account Manager - “Uncover bolder opportunities and more creative ways to tell stories in 2017”

Julie Sellew, Account Director - “Attend a social media conference to explore new ideas and trends for running social channels.”

Jill Rosenthal, Account Manager - “SLOW DOWN. It's far more valuable to get things right than to get them fast.”

Share your resolutions in the comment section below. Cheers to a happy and healthy New Year!

Topics: Media Relations, Press Releases, PR, Agency, eBook, 2017

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