By Jenny Fujita and Joy K.Miura, Fujita & Miura Public Relations, LLC.
More business. More money. That’s what our clients usually tell us they want as a result of their PR efforts. But what does that mean exactly? How many widgets do you want to sell each month? How much income do you want to make weekly, and can you really sell enough widgets to make that revenue?
Over time, we have noticed that our clients who are more precise about their goals are more likely to achieve PR and business success. That said, in order to know where you want to go, you have to know where you’ve been and where you are now. In other words, know your numbers. We’ve been hearing a lot about “the math” in this primary election season. In fact, winning campaigns have numerous staff members that focus only on math, from delegate counters to statisticians to analysts. But math is just as relevant in business as it is in political campaigns.
How many widgets did you sell last year and what was the average per month and per week? How many are you selling now? Was your price too low, too high, or just right? Who was buying the widgets? Once you establish benchmarks, you can take the next step in detailing what you want in the context of those benchmarks. Knowing what you want means developing goals that are specific, measurable, attainable, realistic and timely. Once you have identified your goals, you can determine the best PR tactics to assist you in reaching them.
So do your math, know what you want. Only then can you figure out how to get there.