We’re having a bit of warm spell here in Boston, and though we have snow in the forecast for tomorrow, this spring-like weather has me thinking about spring cleaning. While I have some ideas about how to reorganize closets and purge cabinets, I’m going to keep this post about how to “spring clean” your PR program.

Rethink Measurement

While we have metrics in place for each of our programs, it’s important to take stock of how we measure and rethink the process once a program has been running for some time. Are we measuring the right things? Have we found more value in a social program versus media hits? Should we be refocusing on value and messaging pull through versus volume of hits? Has regional coverage been more impactful than trade media? Having these conversations with clients shows that you are not just executing, but always thinking about how the program can best support their business goals.

New Season, New Team?

There is no debating the fact that having a deep understanding of a client’s business model, historical account knowledge and personal relationship are incredibly valuable, but sometimes a stagnant program can really benefit from some new blood. A new team member can help re-energize existing team members, ask valuable questions that may get you thinking as the team lead or help you rethink a strategy that has stalled. New team members may also bring fresh media contacts to the table or have new ideas on social execution.

Create a Challenge

While it’s a wonderful feeling when clients are happy and plans are being executed and everything is running smoothly, sometimes it can be good to shake things up. Is there a new challenge or idea that you can bring to the table? Has there been an idea rattling around in the back of your mind that you want to present? Spring is the perfect time to bring a new idea or challenge to the table that you can work through collectively with your client. While sometimes big or new ideas miss the mark, bringing them to table showcases creative thinking and that you are giving time and attention above and beyond an existing PR plan.

While April is still a few weeks away, it’s never too early to break out your PR feather dusters and do a little PR spring clean.

Jennifer Toole
Director, Healthcare Practice


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