Why you should ditch writing your year-end communications wrap-up

It does you little good to find out in December that your efforts last February went awry. For the health of your organization, you’re far better off taking your comms temperature frequently.

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For years I’ve gotten a significant increase in requests for metrics during the final two months of the year.

Just as I sit here writing “the year-end wrap-up issue” of our newsletter, communications professionals worldwide are trying to sum up their own 2015 efforts into a nice, neat package complete with a lovely silver bow and gold stars.

I don’t deny the appeal of a spiffy report saying what a wonderful job communications/PR/social media has done. Still, I would argue that it is at best useless and at worst dangerous.

Imagine if the only time you thought about your family’s health was at the end of the year.

What if, no matter what ached and when, you waited until the end of the year to find out why? Most of us dutifully go in for an annual checkup (although even the value of that is being debated) whether we think we need it or not.

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