Over the years I've found that clients (and even some of the corporations I've worked in-house for) really don't want to plan. They act like they are going to have an anxiety attack if they have to view it all on a piece of paper.
What I've learned is that with the marketing function you MUST plan in order to propel a company forward. This doesn't mean that you can never deviate from the plan. Us marketing folks in fact do understand quite well that business life is much like personal life - the unexpected happens. Like in personal life, we deal with things as they arise. But you must have a plan on how to deal with the situation, keep it under control and keep the business on track.
In the public relations arena we know all too well how important the "plan" can be.
Crisis communication -- you better have a plan in a crisis or who knows who will say what to that reporter.
Messaging -- there should be an overarching message in every communication to employees, media, stakeholders, etc. You want to instill confidence after all.
Calendar -- take control and plan a calendar of outgoing communication. Every organization can take control of their image by initiating regular communication to the media and to their stakeholders. Newsletters, press releases, blogs are all good ways to plan to take control. Otherwise its up to reporters or even worse -the rumor mill - to spread the news about the organization.
My New Year's advice to anyone looking to utilize communication and marketing in order to have a positive impact on their business or organization -- Plan, Plan, Plan.
And then be flexible.
Happy New Year.
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