Starting a new job can be both exciting and overwhelming, especially if you’re stepping into a Public Relations (PR) Manager role in an organization with multiple programs. The first three months are critical for setting the tone of your success, building relationships, and establishing a strategic foundation for your PR efforts. The steps you take during this time can lay the groundwork for long-term success, helping you navigate the complexities of your new role with confidence.
In this post, we’ll explore a roadmap for your first 90 days as a PR manager, key mistakes to avoid, and tips for maximizing your impact from the start.
The First 30 Days: Listen, Learn, and Build Relationships
The first month is all about observation and understanding the organization, its culture, and the people you’ll be working with. You’re in a learning phase, so focus on gathering as much information as possible.
1. Understand the Organization’s Mission, Vision, and Programs
• Start by familiarizing yourself with the organization’s mission, vision, and the various programs under your management. Dive into key documents like annual reports, program outlines, and previous PR materials.
• Meet with stakeholders from each program to understand their goals, challenges, and unique messaging needs. Having this foundational knowledge will help you tailor your PR strategy to support the entire organization effectively.
Pro Tip: Take notes and create a “PR audit” for each program, noting strengths, weaknesses, and opportunities for growth. This will serve as your reference guide for future PR activities.
2. Meet with Key Team Members
• Introduce yourself to internal teams, including executives, program managers, communications staff, and any other key stakeholders. Build rapport and trust early on, and ask insightful questions about their expectations for the PR function.
• Listen to their pain points, current communication strategies, and how they view the role of PR in achieving organizational goals. This will give you a clearer picture of your role and how to align PR efforts with broader organizational priorities.
3. Audit Current PR Activities
• Review the organization’s existing PR materials: press releases, media lists, social media strategies, and content. Evaluate what’s working and what needs improvement.
• Look at past PR campaigns to identify patterns, successful strategies, and areas where things fell short.
Pro Tip: Don’t make drastic changes yet—your goal in this phase is to listen and gather data to make informed decisions later.
The Next 30 Days: Start to Build Your Strategy and Establish Your Presence
By the time you reach your second month, you should have a solid understanding of your organization’s needs and how PR fits into the broader picture. It’s time to start planning and building your own strategy while continuing to foster relationships with key stakeholders.
4. Develop a Strategic PR Plan
• Based on your initial findings, create a PR strategy that aligns with the organization’s goals. This should include clear objectives, key performance indicators (KPIs), and a roadmap for achieving success.
• Ensure your plan addresses all programs under your purview and is tailored to each one’s unique needs. You might prioritize specific programs based on their importance or current issues, but always keep the bigger picture in mind.
5. Define Key Messages and Story Angles
• Work with each program’s leaders to craft clear, concise messaging that resonates with their target audiences.
• Identify key story angles that highlight the impact of your programs. If the organization is involved in community outreach, for example, share success stories or feature testimonials. Strong, compelling stories are the backbone of any PR campaign.
Pro Tip: Create a content calendar for the upcoming months. Having a well-planned content pipeline ensures that your team is always prepared to engage with the media, audiences, and stakeholders.
6. Start Pitching Media and Building Relationships
• Begin to build relationships with journalists, bloggers, and media contacts relevant to your organization’s programs. Don’t just pitch; focus on creating genuine connections that will be valuable over time.
• Reach out with press releases, story ideas, and invites to events. Early-stage PR is all about getting your organization on the radar and establishing credibility with the media.
The Final 30 Days: Execute, Monitor, and Adjust
As you approach the 90-day mark, it’s time to start putting your strategy into action, while also monitoring progress and adjusting where needed.
7. Execute Your First PR Campaigns
• Begin executing the PR initiatives you’ve developed. Whether it’s sending out press releases, hosting media events, or rolling out a social media campaign, now is the time to see your strategy come to life.
• Be sure to evaluate the success of each initiative in real-time and be open to feedback. This will help you adjust tactics as necessary and keep the momentum going.
8. Track Performance and Measure Results
• Monitor the performance of your PR activities through media coverage, social media engagement, website traffic, and other KPIs defined in your strategy.
• Regularly report your findings to key stakeholders, making sure to highlight successes and areas for improvement.
Pro Tip: Use PR analytics tools (like Cision or Meltwater) to track media coverage and social media sentiment. Data-driven insights will help you refine your strategy moving forward.
9. Refine Your Approach and Build for the Future
• After executing your campaigns, take stock of what worked and what didn’t. What media outlets were the most responsive? Which types of content performed best on social media?
• Use these insights to refine your PR strategy and approach for the future. Continuously adjust your methods to improve and make sure you’re driving meaningful outcomes.
Top Mistakes Public Relations Managers Make In the First 90 Days
In the first 90 days, you’ll have a lot to juggle. To help you avoid some common pitfalls, here are the top mistakes PR managers make and how to avoid them:
1.Failing to Build Relationships First
• Relationships with internal teams and external media contacts are critical. Jumping straight into campaigns without understanding the organization’s culture and building connections can lead to misaligned messaging or missed opportunities.
2.Not Setting Clear Goals
• A vague PR plan leads to vague results. Always set clear, measurable goals. Whether it’s increasing media mentions, growing social media engagement, or improving public perception, make sure your KPIs are well-defined.
3.Ignoring Feedback
• PR is an evolving field. Ignoring feedback from key stakeholders or the media can lead to stagnation. Stay open to feedback and be flexible enough to make changes when needed.
4.Overlooking Internal Communication
• In large organizations with multiple programs, internal communication is key. If program leaders don’t understand the PR strategy or aren’t on board, your campaigns will struggle. Regular updates and alignment are essential.
5.Underestimating the Power of Digital Media
• Traditional PR is important, but don’t forget about digital channels. Social media, blogs, and online influencers play a massive role in shaping public perception. Embrace digital tools and platforms to expand your reach.
Final Thoughts
Your first 90 days as a Public Relations Manager are about learning, building relationships, and strategically setting the stage for success. Take time to understand your organization, craft a thoughtful PR strategy, and be proactive in establishing connections both inside and outside the company. By the end of your first three months, you should have a clearer understanding of what works and what doesn’t, with the confidence to lead your PR efforts to new heights.
Remember, PR is as much about adapting to the ever-changing media landscape as it is about telling compelling stories. By embracing both, you’ll set yourself up for long-term success in your new role.
Sources:
- The Public Relations Handbook by Alison Theaker
- “What PR Managers Need to Know” – PR Daily
- The New Rules of Marketing and PR by David Meerman Scott
- Cision – PR Analytics Tools