2017 Top Public Relations Questions to ask

With Q1 roaring in, many clients have already done their planning for this year, or should have and set budget for the public relations prong of their overall marketing plan. However, is your practitioner clearly pushing themself and any team members to give more results and be more effective and supportive this year? Whether you’re using a larger agency and paying a huge retainer or using a sole pracititioner, the expectations on deliverables should be the same. Quality and solid results as promised.

I like to offer clients this advice on additional things you can ask for throughout 2017 to enhance your PR efforts and preparation.

  1. Media training/messaging refresher: Practice makes perfect and refreshing/updating messages and then drilling them in formal media training with mock interviews by a professional journalist is something that should be done on an annual basis overall. Doing it just before a media tour or round of interviews isn’t enough to keep spokespeople sharp.
  2. Issues Management Session: If you don’t know what this means and what it is, you need it. I’ve had the smallest non-profit clients do this and both they and my Fortune 500 clients find it equally valuable, even though they have different issues. If you have an issues management session facilitated, you can then create a crisis communication plan.
  3. Crisis Communication Plan: When is the wrong time to need a crisis communications plan and not have one? When you’re in full-blown crisis mode—-it’s way too late at that point and you’ll be mopping up and doing damage control in a chaotic way. Consider having this written and handbooks created for everyone—You’ll be glad you did.
  4. Other capabilities? I have one client expanding how my skill set is used and my duties are changing—-it’s wonderful! Look at your PR team and audit their skill set–you may not be using everything they have to offer and might get more ROI out of your budget.

Most of all, demand transparency, aggressive counseling and max support from your PR person—It’s the least we can do!


Written by

Audrey Strong has more than 20 years combined experience as both a public relations professional and television news person. Her hybrid background makes her an expert in media relations and one of her favorite things is to introduce and get exposure for clients via longtime, trusted media relationships. Her specialties also include media training, crisis communications, issues management, messaging, press kit creation as well as audio/video production.