5 New Year’s resolutions for better PR in 2015

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Jenni Izzo is vice president of public relations for Costa Communications Group, a PR and marketing agency based in Central Florida with national reach.

While you contemplate personal New Year's resolutions, don't forget your professional ones. When it comes to public relations, in particular, planning is everything – and a little foresight now will reap big rewards throughout the year.

Before you ring in 2015, resolve to do the following:

• Reflect on 2014. Oftentimes, we're in such a hurry to cross an item off the to-do list that we forget to take time to debrief. But 30 minutes spent assessing a campaign or initiative will save you time on the next version, as well as prime you for even more success. Arrange time to meet with your team to review 2014: what worked, what didn't and what needs to be improved.

• Develop a calendar. This year, embrace natural storytelling opportunities head on. Map out 2015 month by month, taking business objectives, holidays, seasons, anniversaries and editorial calendars into consideration. Start by inserting reoccurring events and milestones, then add in new ones that allow you to broaden your PR approach.

• Create an expert database. Time is of the essence when you have a media opportunity. Make the most of yours by having a ready-to-use list of trusted experts who can speak to a variety of topics. In addition to names and areas of expertise, each profile should include a level of comfort with media, brief background, credentials, headshot and contact information.

• Go outside your comfort zone. Most of us have programs or news we can count on to repeat each month, quarter or year. Take a restaurant opening, for example. Sure, a standard press release gets the job done … but isn't there more you could do? If the answer is yes (and believe me, it is), dare to try something new this year. Calculated risks often can pay off with big rewards. To paraphrase author Gail Sheehy: If you aren't changing, you aren't growing.

• Set goals for 2015. After you've spent time reflecting on the past year, you'll be in prime position to set goals for the next. Don't be afraid to challenge yourself and your team. When it comes to media coverage, a 10-15 percent increase is practical. In addition to coverage totals, consider event attendees, impressions, tours, desk-side meetings and more. The opportunities are endless.

Jenni Izzo is vice president of public relations for Costa Communications Group, a PR and marketing agency based in Central Florida with national reach. She can be reached at (407) 657-4818 or via www.costacg.com.