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4 PR Resolutions to Make Now With 6 Weeks Left in the Year

4 PR Resolutions to Make Now With 6 Weeks Left in the Year

2020 is on the horizon, and you’re probably thinking of what New Year’s resolutions you can make (and break…yikes!). Luckily for you, there are a few weeks left in 2019, giving you time to make an impact with your brand, campaign or PR strategy. On that note, here are four PR-specific resolutions that brands should make before the New Year hits.

  1. Cut the Fat (on your social media)
  • Your company is a social media go-getter. When YouTube, LinkedIn, Twitter, Facebook and Instagram each came out, you made a profile. You even started dabbling in Gen Z-focused social media platforms like TikTok and Snapchat. But now it feels like you’ve got too many pots on the stove and your social media manager hasn’t posted on some of your profile pages in months…dare I say, years? It’s time to rethink your social media strategy.
  • Konnect knows a thing or two about digital marketing and recommends 2-3 social media platforms per brand, as a start. This ensures that your customers can find you, helps boost SEO and is still manageable. Managing 2-3 social platforms also means you can maximize your reach by posting on a regular schedule, maybe even with some ad dollars behind the content to elevate its reach. Either way, cut back on your social media “fat” before the New Year. And while you’re at it, loop in your PR agency so they can recommend the best strategy for you.

2. Up Your Influencer Intake

  • Speaking of social media, have you looked into an influencer program yet? If Instagram is a platform that is important to your customers and you don’t have an influencer program, it’s time to reconsider your priorities. Influencer programs can be tailored to any budget, direct sales to your website, increase brand awareness and get people talking about your brand. Here are a few examples of influencer programs to get your wheels turning:
    • In-Kind Partnerships: These are partnerships with influencers where you offer free product in exchange for a social media post like an Instagram story, Instagram post or a blog article.  
      • Pros: Perfect for a $0 budget.
      • Cons: With in-kind partnerships, it is impossible to control the messaging for your product or make specific requests of the influencer since you aren’t paying them. Once you ask for more than a post from the influencer, money comes into play.
    • Paid Partnerships: Paying an influencer for a social media post.
      • Pros: More control of the messaging, a customized link for tracking is included, includes parameters for partnership, the date it’s posted, content creation and usage rights, brand exclusivity can be negotiated, etc.  
      • Cons: Paid partnerships can get expensive fast and can come with the politics of negotiating with managers or high maintenance personalities.
    • Influencer Events: Hosting an event or “activation” and invite influencers to attend and promote your product. For example, you might offer a 30-minute workout class with your protein bar brand available for the influencers.
      • Pros: These fun events can gain tons of social media traction! They can earn you lifelong followers and drive new loyal customers to the brand.
      • Cons: Finding the right event for your target audience can be hard and coordinating the logistics can be a headache.
  • Don’t fear the “cons” listed above, though. A PR agency can easily take deal with headaches like negotiations, creative brainstorming, planning and message control.

3. Eliminate Heavy Weightlifting

  • It’s time to stop carrying all the weight of your brand on your shoulders and let the data do the work for you. You likely have software like Salesforce or Oracle to keep you organized when it comes to your customers and business leads. What do you have in place for your PR metrics? Work with your PR firm to determine what metrics you truly care about. For example Instagram followers vs. engagement rate, magazine circulation vs. organic reach, website traffic vs. units sold. Next, come up with how you want the numbers presented to you. Weekly? Monthly? Quarterly? Do you prefer reports generated from the software or would you rather look at a PowerPoint deck or spreadsheet? Then work with your PR team to track and forecast those numbers so you can make strategic decisions. One of our favorite’s at Konnect is Google Analytics. With Google Analytics, you can track the exact reach and ROI of a digital article. It’ll tell you how well the article performed, who came to the website as a result of the article, who signed up for the newsletter or downloaded a PDF from the website and who purchased a product.
  • The data should help your PR team make informed decisions about the PR strategy and 12-month plan for the brand. Check-in regularly as a team to reassess goals, strategy and results. And always make your data work for you.

4. Call Your PR Firm More

  • Call your mom – and your PR firm – more. PR professionals LOVE hearing from their clients, but often we’re an afterthought when it comes to product launches, company news and c-suite announcements. Don’t even ask us how many times we’ve heard about a launch AFTER it’s happened and then dealt with the aftermath of little media as a result…
  • Good things come from keeping your PR team in the loop. After all, they’re the experts and can turn what you think is “non-news” into a story if it’s compelling enough.
  • If one-off calls aren’t for you, work with the Account Manager (the most senior position) to come up with the best way to communicate. More often than not, your PR team will be excited to hear from you and be flexible for team calls, text chains or GroupMe messages.

-Emma

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