With spring right around the corner, on the calendar if not in the weather, many personal households are considering some spring cleaning. You should do the same with regard to your PR operations. Now is the time to take stock of your current operation and take action based on that result.
What are you doing?
Think this is oversimplified? Have you listed and assessed all of your actual day to day activity? Not what you WANT to do, or what you THINK you are doing … but what you are actually accomplishing. There is a huge difference between potential and actual operations in most business operations. What about yours?
Is that working?
Is what you are doing producing the results you expected? What about the results you want? You need to answer both of these questions and then move on to the question you SHOULD be asking. Is this accomplishing what this level of effort should accomplish? Ignore this question, and you will not achieve your potential.
Is it efficient?
You might be getting the result you want, but you may be paying way too much for it. If that’s the case, wouldn’t you like to know? This question goes far beyond a cost analysis. Are your human resources tied up in redundancies when their time and talents could be working for you in other ways, or on other projects? If that’s the case, you are squandering tons of potential.
Is it paying off?
Are these efforts paying off? This is a fair and important question. Sure, some things are more about building the brand, but there are still ways to tell if that is working in your favor. If you haven’t quantified your results beyond cost and financial return, you are missing a vital aspect of gauging your PR performance.
Now is the time to begin taking these questions very seriously, if you plan to have a successful PR campaign in 2015 and the best possible PR result across all your marketing efforts.
