Strategy is an overused word.
Strategy is an overused word so many either don’t know what it means or many have differing definitions. No matter what you think about the word, everyone should be critically thinking about the planning stage of their work — you can’t dive into anything without a plan. A little organization never hurt too.
Within the almost 6 years I worked for Relic+EKR, I continued to build and grow our PR/Content Calendar. This was baked into every client’s package because it was a one-stop place for all PR/CNT services the client did and my team executed on. Over the years it grew from on sheet to anywhere from 3-6 depending on various offerings and budget size. This list is a small sampling of inclusions.
Title sheet with goals, objectives, linkes to budgets, style guides, etc.
Content calendar plan by month and week to showcase tactical work
social media post schedule
Inbound pitching tracker
Holiday schedule
Quarterly New Business Efforts
Improved PR/Content Calendars
Grew Content Style Guide to Holistic PR Message Guide
As I was writing about 80,000-100,000 words per week, I realized there was a step missing in the process. Our agency and the clients didn’t document their writing style like you expect companies to have a visual brand/logo style guide. This one piece of documentation is just as vital to making sure your copy across all tactics and mediums is consistent.
I built our content style guide and eventually built it into a full PR message guide — the table of contents for which are shown here.
When I started, consulting was just writing a few captions for the month. I initiated a robust consulting report to teach clients about social media more fully from algorithms to sizing formats and my favorite part was posting strategies based on brand personality and message pillars.
Initiated Social Media Consulting
PR Tactical Guide
At the agency, a tactical guide product was created to build holistic marketing plans for organizations. I built one specifically for Southern Utah Home Builders Association (SUHBA) to fit their budget and goals/objectives of their efforts.
