Recently, I shared tips on how companies can help their sales teams finish 2024 strong with a 90-day PR sprint by maximizing their online presence, aligning PR with Q4 sales goals and getting a head start on 2025 planning.
However, with only seven weeks left in the year, even a sprint may not allow enough time to architect a comprehensive communications plan by January, especially if you’re doing it alone.
A well-designed communication plan depends on multiple tools and steps that take time to learn and implement, like applying artificial intelligence, establishing a digital presence and connecting with industry influencers.
During my 30 years of experience in corporate communications and as a public relations (PR) executive in the agency world, I’ve developed a fiery passion for ensuring my company and clients stay on top.
But I’ve also learned that no one can do it alone, no matter how talented they are.
For the Ted Lasso fans reading this, there’s a moment when Leslie Higgins offers this advice to Roy Kent: “Human beings will never be perfect. The best we can do is to keep asking for help. Accepting it when you can. And if you keep on doing that, you’ll always be moving towards better.”
Years of seeing successes and missed opportunities drive me to emphasize the importance of asking others for help in areas where you might be uncomfortable, inexperienced or pressed for time.
There’s never a bad time to ask for help.
If you’re under pressure to craft a comprehensive communications plan in time for next year, here are five ways a PR firm like Red Fan can help.
1. Leverage the strengths of AI and other data-backed media tools
Companies exploring and experimenting with AI have a significant advantage going into next year. But it takes time to research and select the right AI tools, train teams, develop PR processes and fine-tune algorithms with your company’s data.
We use several AI tools at Red Fan in our day-to-day client work. We use Relative Insight, a comparative language analysis platform, and frequently leverage it to help our clients assess large data sets, conduct competitive analyses, quantify employee and customer feedback and more as part of our integrated communications strategies. For example, we have helped a private equity firm revamp their entire brand language and other tech clients assess their internal communications strategies using this tool.
We’ve enabled clients to quickly understand the media and competitive landscapes using TrendKite (now part of Cision) to scan and report on what the media is discussing. Red Fan was one of the earliest beta testers on this platform, which has enabled us to be more sophisticated in how we use it.
We combine tools with our expert analysis and research to build media landscapes by industry to show our clients what’s being discussed, who is getting quoted and the types of data reporters are searching for. With those data-backed insights, we can confidently recommend spokespeople, topics and the best publications to reach. We do the same with speaking engagements.
We also use Semrush to see what topics our clients’ competitors are writing about and the traction they’re getting. When we onboard clients, we implement tools like these to expedite planning and accelerate results.
2. Establish a digital presence
The digital realm continues to dominate in PR. Social media platforms, online news outlets and digital influencers are crucial for shaping public opinion. PRWeek predicts that by 2025, digital channels will be the primary focus of most PR campaigns.
Establishing a robust digital presence takes time and effort to organically grow social media followers, develop relationships with digital influencers, plan content and establish your brand as a thought leader with subject matter experts.
Early into each engagement, Red Fan works with clients to ensure their websites and social media pages convey the right messages and stand out from the competition.
We also evaluate the digital presence of their thought leaders. Many publications and event coordinators will only consider executives for contributed articles or speaking events if they have a strong presence on social media.
It can take months to establish a digital presence with a regular cadence of social posts, increase followers and engagement, and identify and train your executives on best practices for digital and social channels.
3. Establish a thought leadership program
Building a digital presence is a key first step in developing a thought leadership program. While becoming a recognized thought leader takes time, with consistent effort and the right strategy, you can begin to position your executives as industry champions within months. Of course, lasting recognition typically builds over time but starting with a strong foundation and strategic approach can lead to significant progress more quickly than you might expect.
Part of the process starts with interviewing leaders within your organization to find the best thought leader. And surprise, it’s not always your CEO. We’ll then outline topics the market cares about most and align them with your executives to tell that story over social media, in contributed articles and in speaking engagements.
It can take weeks to survey the landscape for issues and trends related to your organization, interview customers and stakeholders, and identify and train your executives. Clearly, it’s not something any one person can do alone.
4. Connect with industry influencers
As part of that thought leadership process, you’ll need to connect with key influencers, including media, analysts, bloggers and industry leaders. Those meetings should facilitate two-way conversations to listen, learn and influence.
Red Fan can help make those introductions in a wide field of industries, including fintech, construction, edtech, healthtech, real estate, insurance and more.
5. Craft a crisis communications plan
Finally, a crisis communications plan is the one program you should never postpone. Waking up to a 2 a.m. call is the worst time to think about how your company will respond to a crisis. Before entering a new calendar year, every company and executive team should develop, revisit and test a crisis plan. Red Fan has several tips to help you get started.
With the help of a PR firm, you can take a proactive approach to your PR planning now and create a competitive advantage that will help your business thrive in the long term.
The world of 2025 may bring unexpected challenges and opportunities. However, by laying a solid foundation now, you’ll be prepared to navigate whatever the future holds and stay one step ahead of your competition.
Don’t be afraid to ask for help along the way.