“Look to make your course regular, that men may know beforehand what they may expect.”
- Francis Bacon
Consistency means you are there, appearing at ‘regular intervals’ in the lives of your clients, and in the eyes of local editors and writers. You are someone they can “count on” seeing and hearing from. You are a part of their world … consistently.
Consistency alone can make a huge difference between you and the ‘other guy’.
People experience your consistency in a number of ways. Clients, by the fact that they have the same memorable ‘experience’ every time they come into your salon, and in the case of your editorial contacts, they experience you crossing their desk or email inbox at regular intervals. It feels like you. It looks like you. You are there … consistently.
Consistent Public Relations Requires Planning
Long term editorial success requires consistency … consistency of image, and consistency of quality message. Being a ‘regular’ on the desks of beauty & grooming or lifestyle editors ensures you are a ‘player’ in the game when opportunity knocks and a story is in the works. They know you.
However, being consistent without a plan is next to impossible. With your PR planned ahead for at least 6 months, you know what you have to do, and when you have to do it. It’s easier. Without a plan, salon/spa work distractions and obstacles always get in the way, and it’s much easier to say … “well, next month”. It never happens.
Sure, there are occasional exciting happenings that just ‘pop-up’ and generate good publicity, but random happenings can’t be ‘counted on’ to deliver consistent editorial support. Consistency requires planning.
Just Do It!
Sit down with 6 months of calendar pages in front of you. Start planning. Fill in the blanks. Even if you haven’t dotted every ‘I’ and crossed every ‘t’, having the blanks in place on the calendar forces thinking and action every month. Having even half a plan is better than no plan at all. It’s a simple formula … the better your plan, the more editorial you will get. It’s not brain surgery. We’re always happy to help too.
What always seems to get in the way of your PR planning?
How do you successfully plan your PR activity?