jag PR boot camp session 4: timeline of activity

At our back-to-basics jag PR boot camp last week, we got you exercising your comms muscles on PR tools.  Now let’s focus on a timeline – when are you going to tackle your PR activity?

Time-1024x861Taking a long-term approach to integrated communications is essential.  After all the effort you’ve made in determining what you want to achieve, identifying your target audience and crafting your key messages, you want to make sure your PR tools are going to be used at just the right time for maximum effect.

  • Timeline

Think about the best time to launch your campaign.  Is the season important?  Is there an industry event which would provide a good focus?  Knowing in advance what major events are happening can really make a difference.

The timing of each individual PR activity or publicity is also vital.  Some may be linked to a specific holiday; some will tie in with the calendar of your target audience; some will take advantage of an external initiative (a national campaign day/week/month for example).

Your schedule of activity must take account of lead times.  Monthly magazines tend to have a three month lead in when planning out issues and researching editorial topics, and come out the month prior to their dated publication.  Sending your Valentine-related message in January would be a wasted effort!  Lead times need to be factored in to your timeline if deadlines and opportunities are not to be missed.

Allocate responsibilities

The next step is to decide who is going to do what.  Use the skills of your team wisely and make sure they know exactly what is expected.

Whatever you choose to do, be relevant and be strategic!

Next time on jag PR boot camp: test and measure.

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