They come when clients get anxious that they are not meeting a target and decide that “something must go out.” Maybe they’re right,but that “something”—whether it is a news release, video, or social media post— should fit into the big picture.
That’s where you come in.
Ask your clients these questions to spark strategic thinking and help your PR efforts:
1. What are your objectives?
This may seem basic, but it’s the most important question.
Ask your client what he or she is trying to achieve with this particular communication. Maybe there’s pressure for a spike in sales before a particular deadline or a push to sell out an event.
Whatever the purpose, make sure what you’re doing links back to your overall objectives.
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2. Why now?
Take a page from Norwegian Airlines’ playbook: After “Brangelina’s” breakup made headlines, the airline published an ad that read, “Brad is Single,” suggesting that customers hop on a flight to Los Angeles to pursue Brad Pitt.
Though some found the ad to be opportunistic and insensitive, others thought it was brilliant and funny. One thing is for sure: It was timely, and therefore got a lot of attention.
3. How does it fit into the bigger picture?
This question stems from your objectives. If your client wants to send another email to all of his or her prospects, ask, “How does this fit into our overall strategy?”
Then ask: “Will it lead to desired results, or will it just annoy people?”
4. What is the key message and what does it say about your organization?
Whatever the tactic, your key message should integrate well with your brand’s identity. Every decision you make builds your customers’ perceptions, so if even you’re making one that’s not planned, its message should appear intentional and seamless.
5. Is this the best way to achieve the desired result?
Consider all your alternatives. Will this move have the most impact? What are the costs and benefits?
If you and your client still believe you must take a leap, then you should. Now more than ever, quick thinking and off-the-cuff strategies are part of the communications game.
6. How will you measure it?
Make sure your efforts are measurable and insist on evaluating the impact to see if it was worthwhile, how it could be improved and what could be done differently next time around.
Last-minute requests happen and can sometimes be effective elements to a campaign. However, a string of them can turn into decisions that don’t necessarily fit together or enhance your brand’s image. Asking the right questions can help your client think strategically and make decisions that will work both now and in the long run.
Maria Scopelliti is a communications advisor at the University of Ottawa. Connect with her at mariascope.com. A version of this article originally appeared on her blog.
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