Thursday, January 7, 2016

A Good Ending To 2015


Things were a little hectic at the office in December. It is usually a busy month but this year it seemed to be more jam packed than usual. There were also a few pleasant surprises scattered across the weeks that had me wanting for the month not to come to an end. And all of this really started months before in our planning process.

At the beginning of the year, we put together general outlines for the public relations and media activity for each of our clients. While nothing ever goes exactly to plan, we have a good handle on where the high and low points are going to be during the year. What this means for us is basically we are able to adjust our focus slightly from month to month depending upon whether more research, input, writing, or media outreach needs to take place. Well, December is not a time to be prepping, the final month of the year is one of action.

The conversations that I have with those in the media during this month are the ones that will color the following year and being able to provide them with what they want, within the frame of our pitching efforts, is what can make or break the season. And I make it a point to make everyone happy with the outcome of our outreach. By the end of the month we were able to provide publications with some great interviews and articles and our clients were happy to see themselves included in publications such as CNBC, Yahoo! Finance, The Chicago Sun Times, The Arizona Republic, USA Today, MSN Money, and Credit.com.

It was a great way to end the year and our clients entered the new year with a pleasant sense of satisfaction. For me, it was nice to be recognized by the clients for not just the work that we did in December but throughout the year with our clients seeing an increase in coverage, year over year, of approximately 40%. Back in the office, it was also the time of year when the owner of the firm recognizes all of us for the hard work and long hours that we put in throughout the previous year… it was time for the annual bonus which is always welcomed and greatly appreciated.

However, with all the great things that happened at the end of the year, it was also time to start thinking about the overarching annual plan for 2016. Not only are we coordinating those hours allocations mentioned above but also setting the goals for the new year. 2015 was great but 2016 is going to be even better and I am already excited to see the results.