In the ever-evolving realm of public relations, the old adage rings true: if you fail to plan, you plan to fail. The summer has passed by in a flash, and many firms are bunkering down for winter’s hibernation. Still others, however, are using this lull before the silly season to set objectives and define goals for the year ahead.

For entrepreneurs in the age of online media, planning is more important than ever before. Here are three factors to consider if you plan to succeed.

Assess your asset

It is always good to look back before you look forward. If your business received media attention in the last year, review your coverage with a critical eye: which angles and pitches worked well for your business, which stories ensured positive coverage? Which journalists reported in your favour, and which didn’t? How did your competitors fare?

In the year ahead, your business objectives should remain front and centre of your key media messages. How you talk about your firm, and your product, matters: your messages should be the tour de force of your communication output in the months, and years, to come.

Lastly, define your path ahead. Look at your business plan from the perspective of a journalist, or press agent: what will be of interest to customers, suppliers and investors? What media opportunities are set to occur in the next year- anything from product launches to new service offerings might provide you with the perfect opportunity to create buzz about your firm.

Put your goals in writing: you’ll want to revisit them next year to evaluate.

What are your tools?

Now that you have your plans, you need to identify the activities required to enable your objectives to be achieved. A key part of ensuring timely output is the use of a news release calendar, allowing you- or your PR team- to map out the releases that will ensure you keep momentum over the next year. This structure will evolve as the year unfolds, but it helps to have it now.

Next, pencil in a time for media outreach. Contact individual reporters, and introduce yourself. Contacts in with media outlets, publications and journalists are still the bread and butter of good public relations, make sure you develop this connections from the outset to give your planning the best chance at realisation.

At the same time, the internet might be your best friend in the year ahead. Depending on your firm, establishing a blog is a surefire way to get your message out there, on your own terms. Keep your audience activated, stay motivated, and write in a way that ensures your brand comes to be known as an industry thought-leader.

Planning a PR strategy early on is essential for the generation of new ideas and avenues of success; it also gives you peace of mind about tomorrow as you grow your business today. Though plans can change, and flexibility remains key, your goals and focus should always lead the way.

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Ronn Torossian is the Founder & Chairman of 5W Public Relations, one of the largest independently owned PR firms in the United States. Since founding 5WPR in 2003, he has led the company's growth and vision, with the agency earning accolades including being named a Top 50 Global PR Agency by PRovoke Media, a top three NYC PR agency by O'Dwyers, one of Inc. Magazine's Best Workplaces and being awarded multiple American Business Awards, including a Stevie Award for PR Agency of the Year. With over 25 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected public relations executives. Throughout his career he has advised leading and high-growth businesses, organizations, leaders and boards across corporate, technology and consumer industries. Torossian is known as one of the country's foremost experts on crisis communications. He has lectured on crisis PR at Harvard Business School, appears regularly in the media and has authored two editions of his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations," which is an industry best-seller. Torossian's strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, a Top Crisis Communications Professional by Business Insider, Metropolitan Magazine's Most Influential New Yorker, and a recipient of Crain's New York Most Notable in Marketing & PR. Outside of 5W, Torossian serves as a business advisor to and investor in multiple early stage businesses across the media, B2B and B2C landscape. Torossian is the proud father of two daughters. He is an active member of the Young Presidents Organization (YPO) and a board member of multiple not for profit organizations.