Keep your resolutions in 2010

RYAN MAY

Vice President

Risdall McKinney Public Relations

ryan@risdall.com

risdallmckinneypr.com

Topic: Open Column

Like setting New Year’s resolutions, it is easy to think big when looking at your communications plan but then come March just give up.

The temptation is often to solve all communications challenges at once. This year, try breaking your communications into buckets and then checking them one at a time.

1. Social media strategy – 2009 was a big year for social media. Twitter exploded onto the scene with more than 18 million users; Facebook continues to grow with 350 million active users and more than 35 million users updating their status each day. Did you ignore social media in 2009?

Looking at 2010, it can be difficult to imagine how things will continue to change, but it is important to make sure there is room for flexibility in your budget. Why not do a social media audit where you can ask customers how they use social media? Once you know what your customers expect you can have a communications plan in hand to address these needs.

2. Media relations makeover – With the consolidation of so many news organizations, it is likely that many of the reporters covering a particular industry have moved out or moved on. Reporters are doing more with less. They are expecting you to do the same. Take a moment to review your media lists to ensure that you have the right reporters; expect that you may have to build some new relationships.

3. Crisis communications planning – It only takes a spark to get a fire going, so make sure that if the worst happens you are prepared. If your company faced staff reductions in 2009, update your crisis plan to reflect staff changes. It is critical that when a crisis comes knocking that the appropriate people and systems are in place to respond appropriately.

4. Focus on internal communications – Your most important audience is your employees, but in the haste to build new business they can be the easiest to forget. Forgetting employees can be costly, resulting in poor morale, absenteeism, tardiness and worse. Refreshed from the holiday break, encourage a new perspective. Now is the time to energize them for the new year. Consider investing in employee development. Work to find new ways to communicate using your intranet, YouTube, and more. Consider an employee survey to gain insight into what employees are thinking.

5. Manage your budgets – Nobody likes to talk numbers before getting the bill from the holidays, but the reality is that having a budget in place can help make your life easier. Spend a few minutes looking over areas of your budget where you could cut costs to increase flexibility. Review the trade shows you attend, examine your giveaways at events and determine if your vendors are delivering results. If you cut costs in 2009, now might be a good time to increase spending and plan for growth.

It is important to establish good habits in reviewing your communication plan annually. Here’s to a successful 2010!