GET YOUR PR COMMAND POST IN ORDER

It is the start of the communications year and time to get your PR command post in order.

Whether you run your PR operations indoors or outdoors or from your laptop or desktop, 5 things will make them run smoother this year:

• Media Matters
  
  
  • Directories Things become unnecessarily hard when you deal in outdated information. Make sure that your media directories are up to date. Don’t a have a directory? Invest in one right now.
    
    
  • Media Database Develop your own personal media database. Use a spreadsheet or other software to identify and record the media you will be dealing with over the coming 12 months. Enter in their contact details, deadlines, preferences and types of things they report on. Regard this media database as a work in progress and keep adding to it.
    
    
  • Editorial Calendar Make it a point to find out when newspapers and magazines are publishing special supplements or issues. Are any of these special issues relevant to your next campaign?
    
    
  
  
• Monitoring If getting media coverage is an important part of what you do, establish an effective way to track the TV, radio, press and Internet exposure you receive. Have a system to analyse these results so you get information from this raw data to boost your performance.
  
  
• Suppliers Assemble a list of reliable suppliers. As PR professionals we often need help from market researchers, graphic designers, printers, webmasters, event organisers, photographers, couriers etc. If you already have good suppliers, ensure you get their best efforts by briefing them on your production timetable and priorities. Like you they work better with adequate warning. If you need to source a supplier ask your PR colleagues in other companies or agencies who they would recommend.
  
  
• Approvals Process Make sure you have clear systems for getting management approval for artwork, media releases, treatments, draft publications etc. We recommend you have only three people in the approval pipeline otherwise things tend to move with glacial speed. If you have little control over the approval chain let everyone know when you need their input before you send work to the CEO or Minister.
  
  
• Personal Development Knowledge and networks are just as important as a desk, phone, fax or computer. Subscribe to professional journals and commit to reading a minimum of one communications-related book each quarter. Build a personal network of people you can turn to for ideas and advice and become active in a professional association such as the Public Relations Association of Australia, the Australian Marketing Institute or the International Association of Business Communicators.

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