Four tips to spring your PR strategy forward


It’s official, Spring is upon us! Even if there is still snow on the ground at your feet, it’s time to think about springing forward and new beginnings—for your brand.

Most of us look forward to Spring due to the warmer weather and need for new, lighter wardrobes. However, this change of the season also provides the perfect time to give your PR strategy a new look.

Here are four easy ways to freshen up your PR strategy and make sure Spring is your brand’s season to shine.

Do some spring cleaning

While spring cleaning usually refers to clearing closets for donations or letting in air and light through windows that have been shut all winter, it can easily be applied to your professional endeavors, too.

Chances are your Google Alerts and social media feeds are clogged with accounts you are no longer managing or have any interest in. It’s time to refresh! Update your alerts, unfollow users that are no longer relevant, and eliminate any unnecessary items you no longer read. While you’re at it, spend a little time finding new inspiration and accounts to follow.

The same can be said for the media or press section on your website. You do have a media or press section, don’t you? If not, add one immediately. If so, take some time to remove any news releases, media clips, or customer case studies that are more than six months old. Also make sure that five to 10 high resolution images and your latest logos are easily available for the media to download.

Spring also is a good time to take a look at your media contact list and remove old relationships while updating contacts who have moved on to new outlets. It’s also a great time to rekindle some of the relationships you worked hard to secure in the past, but have let slip over the years.

Whether it’s by email, phone, or social media, spend time building and refreshing the media relationships that will help your business spring ahead, not fall back.

Go back to the basics

A seasonal wardrobe relies on a few key staple garments, and so does a solid PR strategy. While it’s important to always be thinking ahead and identifying potential PR opportunities long before they arrive, it is equally as important to always tie your PR strategy back to your business’ key messages and mission.

You can quickly cut through all the clutter by getting back in touch with the story of what has always made your brand unique. Then, identify two or three new ways to help share that story with the media.

Tired of always talking about yourself? Mix in some new flavor this season and let ambassadors do the promoting on your behalf. These power users can tailor their success stories into a compelling problem-solution angle showing how your business changed their lives.

Get your hands dirty

Digging while the ground is still frozen in most the country may seem a bit ambitious, but mining for opportunities knows no seasonal bounds.

Day to day, it’s easy to get bogged down keeping up with the latest happenings in your industry or with your competitors. That doesn’t mean you should forget to step outside your niche to search for new opportunities

Go for a walk, listen to music, or visit a book store and peruse through magazines that interest you. You just may find something interesting that at first glance has nothing to do with your brand, but could make for an interesting media opportunity or story.

Even better, start networking! Meet a peer or fellow entrepreneur for lunch or coffee. They may be able to help you see a fresh news angle or approach you may not otherwise have thought of. Ask them, as someone who knows of your industry, what they want to hear about. It could revitalize your media outreach strategy.

Stock your shed

While it may be too early in the season to think about gardening, a good PR pro will tell you that having a well-stocked tool shed is key to being a media success.

To spring forward your PR strategy, think about adding new tools to your daily routine. Sign up for Help a Reporter Out (HARO) or invest some time in learning best practices from a well-respect organization like Ragan Communications. Being proactive just may help your business gain rising media mentions, much like the temperatures.

Not sure what you need? Evaluate what your biggest threat to growth is and identify several a few potential solutions. Then, take advantage of free trials on new tools until you find one that makes you question what you ever did before it came along.

Spring is the perfect time to break from your routine, and sometimes breaking the routine is exactly what you need to refresh your strategy and realize your brand’s media potential. Using the tips above, you’ll be ready in now time for new beginnings and a fresh start.

What are you doing to breathe new life into your PR efforts this season? 

Want more helpful tips like the ones above plus more? Check out The Buzz: A Media Darling’s Guide to Press Coverage or signup for exclusive Hearsay content.