There are specific things you can do to sharpen your strategic focus, though, so we surveyed our staff at Gregory FCA and came up with seven daily to-dos that help them get breakthrough results for clients:
1. Run your job like a newsroom.
(From Mike Lizun, senior vice president)
Start each day reviewing breaking and trending news stories. Look for opportunities to inject clients into the conversation. Would American intervention in Syria spell more opportunity for a client who relies on government contracts? Does a website outage provide an opportunity for a software client to provide commentary? What do the latest consumer confidence numbers mean for a financial services client? New stories break every moment of the day. Convert your office to echo a newsroom, constantly identifying the breaking news that provides PR opportunities.
2. Closely align media outreach with your client’s schedule.
(From Bradd Delmuto, vice president, and Alicia Buonanno, associate vice president)
Access and availability alone can often trigger media interest. Synchronize media targeting with your client’s travel schedule, using availability as a reason for making introductions and securing briefing and on-air appearances.