Public Relations: How to Plan For 2023
We’re finally in the New Year, and before you know it, we’ll be back to complaining about the humidity and scrolling social media to see that everyone is in Europe but us. As we kick off 2023, there are a few things you should consider evaluating from a public relations perspective. So let’s get to it, shall we?
1. Set Your Public Relations Impact Goal
Many potential clients come to us for help, and this is the first question we ask: What is your goal with public relations or marketing? Outline your impact goal and then figure out tactics you want to utilize. An excellent example of an impact goal is strengthening your brand’s reputation, credibility, and trust. Your tactics would then support that goal, whether it’s media outreach, speaking engagements, award submissions, etc.
2. Establish Timelines and Content Plans
Look ahead to the plans you have for your brand that can be converted into story ideas or content. A new product? Raising a seed round? Expanding into a new market? Don’t forget to include earned media (public relations), paid (ads), and owned (blogs, emails, and social media).
3. Audit Your Owned Content
Check that your brand messaging is clear and consistent across all channels. Please look at your website, blog, email campaigns, and social media from a user or customer experience to ensure it’s strong, consistent, and effective.
4. Schedule a Photoshoot
Don’t roll your eyes at me! We’ve had so many clients who love when we provide photoshoots with our services for fresh content to work with (and no outdated headshots). It’s 2023, people. You don’t want to look like you were still living in 2018.
5. Review Editorial Calendars
Head to the advertising section of publications, and you will find their editorial calendar. Media have all of the planned themes and topics for the whole year that they will cover. This will make it much easier to plan for long-lead pitches that are a good fit for your brand or business. Note: It may feel weird starting to pitch Christmas in July/August and Mother’s Day in February, but that’s show biz, baby.
6. Create a PR Crisis Plan
The last thing you need to deal with in an actual PR Crisis is not having a PR Crisis plan to follow. So don’t put it off. Creating a plan and having it in place that includes potential crises, decision-makers, statements, and social media plans will make future you a much happier, less stressy, person.
7. Be Realistic
Everyone wants to be in The New York Times and The Wall Street Journal, on The TODAY Show, or on NPR. We want that for you, too; however, where you pitch your story always comes down to the goals you set. You need to take a good look at your impact goal and audience. If you’re a local business, try local publications for a big impact. Don’t sleep on those so-called “small” publications and outlets.
Did reading this make you feel overwhelmed? It’s all good. That’s why we’re here! We LOVE doing all of the above. Want a consultation on how to implement these for your own business? Or maybe you’d prefer to hire out and not have to worry about it at all?
