Many of us are off and running with our New Year’s resolutions like eating healthier, being more active or saving money for a vacation. Now is also the perfect time to take a close look at your PR toolkit and refresh those important communication materials that tell your organization’s story.
Are your organization’s revenue figures up-to-date? Does your recently-hired executive have a professional bio? Is your CEO’s headshot outdated?
We live in a 24/7 news cycle and media outlets have tight deadlines. When an opportunity strikes, responding to a reporter or blogger quickly with up-to-date information could mean the difference between you or your competitor being featured.
Resolve to set your organization up for success this year and review the following areas that could use a tune-up in 2014:
Boilerplate, Fact Sheets & FAQs: Update with information such as division expansions, new office openings or most recent financial results, if applicable.
Bios:Revise executive bios with new developments, such as promotions and years of experience. Consider creating both short and long-form versions of your executive bios that can be deployed at the appropriate time to give reporters the depth of information they need, when they need it.
Visuals: Having current, high-resolution images will come in handy when a media outlet calls (and needs it within the hour!). Images can include headshots of spokespeople and top executives, new products, property shots and renderings.
If needed, also consider reviewing your b-roll and shooting fresh footage in high-def quality.
Spokespeople: Designating multiple spokespeople ensures you’ll never miss out on a media opportunity if your main spokesperson is unavailable. Determine if different spokespeople can be experts in specific areas to expand media opportunities available to the organization.
Don’t forget to conduct media training for new spokespeople and an annual refresher course for others.
Digital Channels: Be consistent and update new information across your organization’s digital channels, including main website, blog and social media company pages. This also includes the digital/online version of your press kit and media materials (fact sheet, FAQs, bios, images).
Email List: Once your organization gets that sought-after media placement, you’ll want to leverage it to get the maximum value. Confirm you have an updated email list of your key stakeholders, including prospects and clients, to share the news immediately.
Did we miss any areas that could use a tune-up in 2014? Let us know in the comments!