AULD LANG SYNE: This New Year’s PR Strategy Begins With Looking Backwards

The “auld lang syne” of the traditional New Year’s Eve song means “old long since” – and the call to look backwards as a new year begins also serves as a good PR reminder: Although at Word PR we’re known for detailed monthly coverage reports (a client favorite), once a year we create a year-in-review wrap-up report for each client, which gives us – and the client – the opportunity to take in the year’s coverage as a whole, noting what worked well (and what didn’t), where coverage was strong and what audiences were reached, and whether the messaging reflected in media is a good fit with the direction the client wants  to take the company – serving as an opportunity to refocus, as well as a launching pad for “dream coverage” goals for the coming year.