As we enter a new year, it’s a great time to evaluate 2011 and set goals for the year ahead. With that in mind, the 451 Marketing public relations team put together a list of their resolutions for 2012.
Say “No” More Often
In a job that’s all about client service it’s extremely difficult to tell clients “no,” even in a nice way, when they ask the team to take on tasks that don’t map directly to their program’s goals. In 2012, I resolve to challenge clients more often to allow my team to stay focused on the actions that produce the results we are measured on. I love my clients and get excited along with them about new opportunities, so this resolution is a tough one for me!
– Karyn Martin, Senior Account Director, @karynmartin
Always Do My Homework
Who can forget the PR blunder that was “Qwikster”? As Jason Gilbert of the Huffington Post wrote, “It should certainly be a first ballot entrant into the Bad Decision Hall of Fame, enshrined next to New Coke, Prohibition and that time Garth Brooks dyed his hair black and played rock music under the name Chris Gaines.” After a disastrous price hike in July 2011, Netflix went on to announce a way to offer users more convenient way to “Qwickly” receive DVD’s by mail while keeping the “Netflix” name strictly for streaming. Judgments about business decisions aside, the launch of their new Qwikster service may not have been such a PR fail if they’d taken the time to actually do their homework. Even a simple Google search (a seemingly no-brainer move) to see if the term was already in use would have done the trick. Luckily, we in PR squealed with delight as we realized before Netflix did that the @Qwikster handle was owned not by Netflix, but by a marijuana-loving high school student; and thus, hilarity ensued. Although I wound up canceling my Netflix service along with 800,000 fellow subscribers, this PR blunder turned out to be a great reminder for us all and something I’ll take with me into 2012.
– Laura Christo, Account Executive,@LauraChristo
Keep Up With National Trends
My New Year’s resolution is to pay closer attention to national trends in food and hospitality before they hit Boston so that I can help our clients introduce these new ideas to our market. It can be tough to take a step back during our busy day-to-day, so I resolve to make time for this in 2012.
-Nicole Russo, Executive Vice President Public Relations, @NicoleRusso
Help Clients Understand the True Definition of PR
In 2012 I resolve to help clearly define what PR is with our current, new and prospective clients, especially in the beginning of a new project. The term “PR” gets thrown around so loosely (“Charlie Sheen is one big PR disaster!” “Ashton Kutcher’s PR team is now Tweeting for him.” “The BP oil spill was a case of bad PR.”) that I think sometimes the true definition as well as the various components of PR get muddled for those not embedded in the industry. Additionally, I want to help clients understand how the different facets of PR apply to them – every client is different, so each campaign is going to be different, too.
– Meredith D’Agostino, Account Executive, @ladymusic
Pick Up the Phone More Often.
It has become very easy to handle communication with clients and reporters via email, SMS text, and even an occasional direct message on Twitter. While an electronic message is often more efficient, it’s also much less personal. In a business where relationships are paramount, nothing is better for building and strengthening a relationship than a personal conversation. While a face to face conversation is always best, it’s not always possible, so a phone conversation is the next best thing.
-Tom Lee, Partner, @TomLee451
Do you have any PR resolutions for 2012? Share them with us in the comments section below!