How to Set Your PR Resolutions for 2013

Whenever a new year arrives, it represents the perfect time to look back at your business’ PR efforts over the past year to assess their effectiveness and to look forward to determine what you want to achieve in the coming year. In other words, it’s the perfect time to set resolutions. But unlike the resolutions we set to lose weight or be better with our money, only to give up on achieving them after a few weeks, PR resolutions need to be taken seriously. They need to serve as your guide for the next year, helping guide your daily PR efforts as you work to achieve bigger goals.

But how exactly do you go about making PR resolutions for your business? What kind of goals should you be setting?

I believe a good goal is:

  • Ambitious — A good goal is something that forces you to work hard in order to achieve it. It’s not something that will be handed to you. It should have challenges and obstacles for you to overcome along the way as you push yourself to new heights.
  • Realistic — When setting goals, it can be easy to get carried away. There’s a thin line between being ambitious and being unrealistic. If you set goals that simply can’t be reached, you’re setting yourself up for failure and disappointment, and you’ll end up quitting altogether when you see you can’t reach your goals.
  • Measurable — How can you know if you’re achieving your goals or on the right track if you have nothing to measure against? Good PR goals are specific and measurable.
  • Deadline driven — Finally, a good goal has a deadline or timeframe for achieving the outcome.

Tips for Setting Your PR Goals for the New Year

Now that you have a better understanding of what makes a good PR goals, let’s delve into some specific tips to keep in mind when creating your goals for the coming year.

  • Be specific — In order to create a goal that is measurable, make it as concrete as possible. In other words, don’t just say that you want to increase brand awareness. Say that you want to increase awareness by X% using current research and a follow-up study to confirm.
  • Align your PR goals with broader business goals — Your PR goals should support your business’ bigger goals. In other words, if your business goal is to increase customer retention by 10% this year, you should have a PR goal that supports that, such as improving customer satisfaction ratings by X%.
  • Set milestones — While you might have big goals for 2013 (and beyond), it’s a good idea to create small milestones for your big goals that allow you to track your progress along the way. Breaking your big goals down into smaller goals makes them less overwhelming and more manageable, and it allows you to adjust your strategy along the way if you see that what you’re doing isn’t working.
  • Identify the challenges — As I said earlier, a good goal is ambitious. And ambitious goals have challenges that will try to prevent you from reaching your goals. By identifying likely obstacles ahead of time, you can create a plan for getting around them and keeping them from stopping you.

Have you started setting PR goals for 2013? What tips would you add to this post?

This article is written by Mickie Kennedy, founder of eReleases (, the online leader in affordable press release distribution. Download a free copy of the PR Checklist – a 24 point list of Press Release Dos and Don’ts here:

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