Four PR Strategies for 2021
2020 hit hard.
Did you have to throw out most of your 2020 communication plans when COVID-19 took hold of our daily lives? This January, hit the reset button on your organization’s communication goals with lessons learned from the pandemic. Your 2021 plan should incorporate these four approaches.
1. First, analyze how your organization was impacted and how it has changed operations since the pandemic started. Research how your competitors fared. Then, approach 2021 with the understanding that it will probably be more of a rehabilitation year versus a year when we are “healed.” Things are forever changed and vaccine distribution will take time. Many companies shied away from remote work but now are embracing it because it provides many benefits and flexibility, agility organizations need for this and the next crisis. Last year was a learning lesson for many organizations to see how quickly they could adjust to the pandemic, but a quick revert back to how operations were before probably won’t be soon.
2. Consider what actions you need to take for a more resilient future and incorporate them into your plans. Sometimes communicators have the best vantage point to see changes customers need or what trends are emerging. Advocate for any actions you think your organization or its stakeholders could benefit from if those weren’t accomplished in 2020. Remember, communicating any changes and sharing updates on multiple communication channels will be critical. From your website, social media platforms, to traditional email -- your staff, customers, and stakeholders should know what’s happening. Holding back or forgetting to share important information leads people to come up with their own conclusions.
3. Do as much as you can for the community during the pandemic. Investing in relationships and building brand champions can be more powerful than advertising investments. It’s during these ongoing crisis situations where nonprofits or our neighbors need our help the most. Volunteering time and donating resources not only looks good for your organization but also creates goodwill and earns respect with employees and across the marketplace.
Rehabilitate in 2021.
4. As you communicate changes and improvements to your organization, don’t forget to share helpful tips or resources with local media. Review what is newsworthy criteria and see if what you have to offer reporters aligns with one of those areas. If not, create an opportunity to make some newsworthy angles happen as part of your PR plan. Positioning yourself or your company’s leaders as credible experts or sources who understand what makes a great story helps reporters and your organization. Think in terms of trends impacting the city that are not being reported on, or something innovative or helpful that you think residents should know about. For example, if your organization found 2020 to be profitable, what did you do differently to thrive? How can others evolve your best practices in 2021? Or what mistakes did you make that others could avoid?
Starting off the year with goals supported by these four strategies will help position your organization for a stronger 2021. Just remember to be flexible and if you stray from your goals, MVW Communications can help you get back on track!