Five Ways to Energize Your PR Program
(January 20, 2006)

Here are five simple ways to rejuvenate your communications program so you're ready for business in 2006.

1. Planning for Placements.
Don't wait for the media to call you. For 2006, identify eight to 10 story ideas you want to promote to both trade and consumer media. Develop a pitch (brief and intriguing) and don't forget the visuals. Maybe it's a guest essay for a trade magazine on behalf of a senior team member - or a consumer story during Sweeps Month (February). Make sure your media list is updated before pitching.

2. Is Your Website a Winner?
When's the last time you updated the website? What attracts customers to the site? Will they come back, or is news stale? The start of the year is a perfect time to take a hard look at your site and its effectiveness. Are images dated? Don't delay, your website is the window into your organization.

3. Marketing Materials that Make a Mark.
The organization's capabilities profile should be easy and fun to read, visually stimulating and well designed. Does it effectively "sell" your services or products? Spend some time evaluating your marketing materials, and determine if they meet your sales needs. Don't overlook opportunities to boost business with these important marketing tools - including newsletters, brochures, annual reports and case histories.

4. Keeping Employees in the Loop.
Your employees can be powerful ambassadors for your business - particularly when they're up to date on the latest corporate news. How do you rate your employee communications program? Is your intranet effective? Sum up the company's successes in 2005 and tell employees. Communicate with your employees regularly and honestly to build loyalty.

5. Be Creative and Think Outside the Box.
When planning a communications program, think outside the box to promote the product or service. Take risks and don't fall into a rut. Several years back, we worked with a client to have a sound chip put in each media kit - featuring the distinct sound of the product. We didn't know if it could be done, but we took a risk and it worked. The award-winning media kit was a hit, and the campaign generated results.

-- Vicky Lekovish