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jag PR boot camp session 1: Where to start

Happy-New-Year-2014-9Welcome to session one of the jag PR boot camp.  As it’s our first outing, we’ll keep it brief, but be prepared for some intensive thinking to get those business brain cells active again!

  • A new year

At the start of a new year we often find we have great intentions to be more healthy/organised/thrifty/compassionate…the list can be endless.  But in the same way that we should avoid creating insurmountable personal challenges, we need to apply some common sense to setting our business goals for the year ahead.

Whether you commit a significant budget to PR each year, buy in freelance help when it’s needed or try to do it yourself, an honest evaluation of what you have achieved to date, and by what means, is a good place to start.  Even better: why are you doing it?

  • Start at the very beginning

Before you invest any time or money in PR, ask yourself these questions:

  • Do you understand what PR is really about?
  • How do you intend to use it?
  • What do you hope to gain from it?

The last question is probably the most important.  Do you want:

  • to draw attention to yourself?  For what purpose?
  • to support a new initiative?
  • to ‘polish’ or improve your reputation?

In addition, how do you intend to measure what you want to achieve?

  • Strategy

Strategic forethought is essential and planning your PR activities is fundamental to success.  Reflecting on these questions, with colleagues if you are in a larger organisation, or on your own, will help you to be clear about what you want and how you will measure it, thus allowing you to set realistic goals and allocate the right amount of effort to the task.

Next time at the jag PR boot camp: target audiences and key messages

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