Don’t Drop the Ball at the Goal Line

It’s always difficult to see a company squander an opportunity, especially one they’ve worked so hard to achieve. But often – when watching from the outside – you get the sense they just didn’t know what to do with the opportunity, so when the time came they turned into chickens with their heads cut off.  For the spectator, it’s like watching a team get the ball all the way up to the 1-yard line and then just completely fall apart.

The last thing you want to do as a company is to be one of those that can’t finish what they started. When it comes down to it, often this problem is from a lack of planning your end game. Figuring this out before you even start can help the ball across the goal line.

Cross the Line

When you’re sketching out your company’s “storyline” it’s easy to forget you need an ultimate goal. This goal may change over the years and even get pushed back farther once you’ve reached the initial one. This is preferable; it means you’re making strides with your business.

The important thing is to know where you’re headed. It doesn’t have to be the most epic thing in the world – “make a million dollars in one year” might sound romantic, but try to be a little realistic. Make the goal anything from “survive one year” to “open two more stores in the area.” Just make sure you keep the end zone in sight so you know what to shoot for.

This can give you a real focus on how to do business, especially during your startup years. It also helps when you need to cross the proverbial goal line – you know exactly where the line is and how much energy it takes to get your business over it.

Make the Plan

If we’re sticking with the football analogy, you don’t always aim for the goal line. There are several steps in between, what with making a first down or even running the ball out of bounds in order to stop the clock. The same can be said for your business – don’t always throw the Hail Mary pass, think of the little steps in between.

For example, if your goal is to get national coverage for your business, you wouldn’t necessarily start emailing the New York Times. Start locally and build your way up – that’s your first down line. The next could be to get coverage in your surrounding area, then the rest of the state. So on and so forth.

Just like in football, sometimes crazy things happen and a wild play wins the day. You can’t plan for craziness like that; it just happens. However, that’s not what typically wins championships. A careful plan will take you far and ensure you don’t trip over your own shoelaces right before the game winning touchdown.

Do you have a game plan? Tell us your next PR goal for your business.

This article is written by Mickie Kennedy, founder of eReleases (, the online leader in press release writing and distribution. Download the free whitepaper LinkedIn for Business here:

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