5 Ways To Kickstart Your PR Efforts When Your Muse Has Fled

It’s the start of a new year. You should be energized, right? Ready to hit the ground running and fresh ideas should be bubbling up like a Colorado spring, right? Perhaps.

What if that’s not happening? What if every idea you have feels stale and unoriginal?

Here are five things to do to kickstart your public relations efforts if your muse is no where in sight.

  1. Spend a whole day doing things differently. From the route you take to work to moving your ‘office’ to the conference room instead of your desk, change the scenery. Then, change other things like the time you go to lunch, the colors on your desktop, the font you use in word documents. These small, seemingly inconsequential changes will disrupt any complacency that has set in. They also aren’t permanent; if the changes have the opposite effect, you can easily revert to “doing things the way you always had.” (But that’s not why you’re reading this list, is it?)
  2. Declare a “no screen” day. Get off the computer, phone, television and more. Pick up a pen and paper, go outside and walk around. Do anything to give yourself a break from reacting to what’s in front of you. This will give your mind (and eyes) a break to do what it does best—think.
  3. Interview your team. Ask your colleagues the number one lesson they’ve learned in their careers or about your business. Ask them why they are here, what they love about their job and their single most proud working moment since joining your company. From their answers, develop “Why I Do What I Do” pieces and other human interest stories to spruce up your web site, newsletters, social channels and more.
  4. Visit the physical place where your customers live. It’s tempting to let others, market research and the online world tell you all about your customers. But when was the last time you visited a store–or other physical place–where your customers buy your products or services? If you don’t sell something physical, when was the last time you sat down with your customer in their office? Observe how they operate, what language they use when talking to you and how they interact with others in their office. Take notes. Now compare that to how you’ve been talking to them or about them from your office. See any differences?
  5. Go through the last year’s worth of research, data-mining, media interviews and white papers and select a few interesting nuggets. Develop visual memes and soundbites that you can spread over social channels or send to bloggers and reporters to spice up their coverage. In other words, think about everything you’re trying to say visually. Forget words for a minute…or two.

6 Things To Do Now So January Is Smooth(er)

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Ah, the holiday season. It’s either a time of scrambling to complete projects before the end of the year or it’s completely dead. Not dead-dead. Just quiet and filled with emails and messages that deliver the (hoped-for?) message “let’s hold off until January.”

But is this something to wish for? Come January 2, your to-do list could be a mile longer than usual. Besides projects to complete and the renewed energy a new year brings, landing new business is often at the top of the list. Below are things to do in December to make your January less crazy.

  1. Have coffee or lunch with new vendors, partner organizations and other key stakeholders. The environment is generally more relaxed and you’re giving these new potential partners time to think about how they might help you before you need them. This ensures when you do need them, they can be better prepared.
  2. Clean your office. Everyone has something that is sitting around on their desk (or under it), in the corner or tucked in a closet that either should be filed, sent to someone else or be pitched. See how clean you can get your desk top. Then revel in the extra space you never knew you had.
  3. Empty your email inbox. Are you laughing? Of course, you are. Try it anyway. It may take an entire day, but file or delete anything that you can. At least get that inbox down to one screen. If you can’t, perhaps some delegating is in order? If you can, imagine the relief an empty email inbox can bring. (I do this once a month at minimum.) If you haven’t already done so, set up rules for certain emails so they file themselves in folders.
  4. Write down your goals for 2017 — both for your career and your work. With December’s more relaxed business environment, your brain now has a chance to stew and simmer on these ideas. Don’t do anything on them–unless you really, really want to. Just identify them. When January rolls around, you may find you’ve had a few subconscious brainstorms that will make tackling these goals easier.
  5. Celebrate your successes in 2016. Given the pace of life, letting your victories go by unnoticed is common. Think of all the things that went well in the last year. Pat yourself on the back and throw a little party, even if it is just internally. In fact, do this several times in December. You deserve it, and acknowledging what went well will provide a little extra bit of energy needed to tackle a new year.
  6. Take the time to thank someone who contributed to your success. ‘Tis the season of gratitude after all. Remember the simplest of compliments can pack a wallop. Send a handwritten note, email or text with a simple sentiment, such as “Before the year ends, I want you to know your work on XYZ made all the difference.”

These are simple activities and can help you ease into January. You don’t have to do them all. But definitely clean out your email inbox. Trust me on that one.

Part Seven of the Modern Communications Plan: What you WON’T Do

This section does precisely what the title says. Knowing what you will not do (but could) is vital to ensuring focus.

This could be your longest or your shortest section. The length doesn’t matter. What matters is what you’ll commit to avoiding. When you know your audience, this list shouldn’t be hard to compile. After all why would you waste time on channels, content and other activities that don’t matter to who you’re trying to reach?

If creating this list is difficult, ask yourself these questions:

  • How well do I really know my audience? Do we need to do more research?
  • Where are they and who influences them?
  • What channels and types of content influence them? What doesn’t?
  • Why do I (or someone on your team) want to engage in certain activities? Because it’s cool? Because everyone else is doing it? Because it’s the next best thing? How do you know?

Next up? Content strategy — another place people often start first, but shouldn’t.

Read the entire modern communications template here.

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3 Parts of a Powerful Message

A few weeks ago I spoke to a leadership group for our regional Chamber of Commerce. The topic was crafting a powerful message and story and distributing it with impact. It was a good refresher for me just to prepare for the meeting.

Over the last 25 years as a communications professional, I’ve seen business leaders spend countless hours on ensuring their financial house is in order, their processes are efficient, and their employees are engaged and productive. Yet, when it comes to developing their organizational narrative, too many believe one afternoon – too often an hour during a board meeting – will produce an influential elevator pitch about who they are and what they are about.

The same holds true for a blog post about messaging. A few paragraphs describing the positioning and messaging a company should go through aren’t enough. But, at least below are a few ideas to get someone started.

Three basic elements of a powerful message:

  • It is compelling. Use a page turning, double-taking lead-in. Make your elevator pitch interesting to your target audience (not just to you).
  • If differentiates you. How are you unique, really? Excellent customer service is no longer a powerful differentiator. What do you bring to the table that only you may claim?
  • It is marked by truth and accuracy, which, by the way are not always the same. But, that’s another blog post. Ask yourself, what can you really deliver? What is believable? What can you say that tells the real story about you?