1. Go for more coffee
You can do a lot online and from the office, but it never beats face to face relationship-building. Why not commit to taking a journalist or peer out for coffee once every two weeks in 2013? It’ll expand your network—plus, you might even enjoy it.
2. Make a blacklist for jargon
Put “next-generation,” “revolutionary,” and “stunning” on it, plus some of your own commonly used adjectives that tend to work their way into communications when you’re in a rush. Stick it to the wall and make sure you check every press release you send in 2013 against it. You, and every journalist you pitch, will be glad you did.
3. Burst your bubble
Due to time pressures and fears of competition, public relations practitioners often operate in a vacuum. Break the cycle! Organize an event or regular meet-up with fellow local communications professionals so you can meet each other and begin to share your experience.
4. Learn search engine optimization (SEO)