The PR Spring Clean – it’s never too late!
It’s that time of year again (or it might be a little late now, who knows), when the little lambs are dancing around in the fields, the daffodils are in full bloom (or were, they disappear quite quickly), and yes, that’s right, I am starting to think (or should be starting) the SPRING CLEAN!
But, it’s not just my home (which definitely needs it), but also all the tools I use in my working life. This time of year always gets me thinking about how important it is to make sure clients’ PR tools and strategies are just as fresh, organised, and effective as a newly tidied living room.
Because let’s be honest, PR can get cluttered, and we all know that a decluttered mind is a healthy mind; the same goes for PR. Messaging gets layered and complicated over time, media lists grow dusty, and before you know it, you’re working around things instead of with them. A seasonal reset can make all the difference.
Declutter Your Narrative – Start by taking a good, honest look at your messaging, materials, and channels. Are you still using stats from three years ago? Do you have multiple versions of the same boilerplate floating around? It’s time to strip out anything outdated, duplicated, or off-brand. Focus only on what supports your current business priorities. If it doesn’t serve a purpose, it’s just noise, so cut it.
Start from the Top – Before jumping into tactics, step back and revisit your overall PR strategy. Are your objectives still aligned with where the business is headed? Are you targeting the right audiences? Are your key messages still relevant? Think of this as cleaning the ceiling before the floors, get the big picture right first, and everything else will fall into place more easily.
Clean Behind the Scenes – Some of the most important work in PR happens out of sight. This is your time to tackle it. Update your media lists (say goodbye to contacts who changed jobs many moons ago), refresh spokesperson bios, and review how your team or agency is working together. Don’t forget to dust off your crisis communications plan because that’s one thing you don’t want to scramble for when you actually need it.
Refresh Your Content – This is the time to breathe new life into your existing materials. Update press kits, case studies, imagery, and boilerplates so they feel current and consistent. And remember, you don’t always need to reinvent the wheel, great content can often be repurposed into new formats. A really strong case study could become a thought leadership article, a social series, or even a speaking topic.
Freshen Up Relationships – PR is all about relationships, and like any relationship, they need a little attention sometimes. Take the time to reconnect with key journalists, influencers, and partners. Share updates, insights, or even just a quick check-in; it’s worth it. Checking in on previous relationships (or even friends) is like opening the windows on a spring day. It brings in fresh air and new opportunities.
Swap Out ‘Harsh Chemicals’ – Finally, take a look at your tone of voice. If your messaging feels overly corporate or packed with jargon, it’s time for a swap. Today’s audiences respond to authenticity and clarity, not business salesy talk. Keep things human, relatable, and true to your brand voice, and your communications will feel cleaner and more impactful as a result.
A PR spring clean doesn’t have to be overwhelming. A few tweaks here and there can leave your program feeling lighter, sharper, and ready for the season ahead. And unlike your shed or that bulging closet, this is one cleanup you might actually enjoy.
If you need any help with getting the spring cleaning going, make sure you contact us here.