The lazy days of summer aren’t so laid back for public relations professionals whose fiscal year ends June 30.
Instead of lounging poolside and concerning themselves with SPF numbers, PR pros who work on a fiscal year—and not a calendar year—are reflecting on the past 12 months.
Here are four ways to make a summertime annual PR report seem easy-breezy:
1. Map it out.
Don’t embark on your annual report without fully understanding expectations. You don’t want to have created an analysis only to hear these dreadful words at the executive presentation: “This isn’t the information we are looking for.”
Establish an outline that’s approved before the writing and data gathering begin. That one exercise can save you time (and reduce stress) in the long run.
2. Point to goals.
When compiling a results-based report, always begin with the end in mind: your goals. List the objectives up front, and throughout the report weave in how you reached those benchmarks. Exceptional PR practitioners fully understand how their work has contributed to an organization’s overall business goals.