JC Anderson Consulting

Out with the old...in with the new(ish)

Guest post for the Public Relations and Communications LinkedIn Group page

The end-of-the-year saying, “out with the old, in with the new,” has new meaning for PR professionals: we’ve been challenged with a lot of “new” during the year, and sometimes wish for the “old” again. With my PR colleagues in mind, I offer a new phrase – clean up the old, prepare for the new – and offer three suggestions for how to do so.

1. Scrub media lists.

There have been a lot of changes in outlets caused by turnover among reporters. I’ve seen many posts noting, “Hey, I’ve moved from ABC to XYZ and am looking for pitches. Connect with me at MYNAMEIS.” As you see these messages, use them to update your media contact lists. If you’re like me… on my own… I keep a spreadsheet of reporters’ contact information as well as notes on the subjects they cover, my pitches to them, and links to a few recent articles.

2. Freshen hyperlinks.

Your website, hopefully, is refreshed on a regular basis with your great content. But are your links refreshed? This is a good time to check for broken links to ensure that they still lead to where you want them to lead. And, don’t forget to change the year on your footer and wherever else it appears on your site. 2022 will be here before you know it.

3. Clean up your brand.

This is also a good time to do a brand checkup, to ensure that all of your communications pieces are still on brand. Often, brand creep happens during the year, as you and/or your team produce new content in various forms. Take a look at your social media headers and posts, email graphics, reports, website, even letterhead (if you still use it!), and pull them back on brand if they have strayed.

Now is a great time to, "Clean up the old, prepare for the new," because many people will be taking time away between now and the start of the new year. They will likely not be as focused on your content as they have been (or as you would like them to be). So, you can make changes… clean ups… during a fairly quiet communications time and be ready for the new year.