By Jenny Fujita and Joy K. Miura, Fujita & Miura Public Relations

You may be one of the millions of fans of “Monster Garage” and “Monster House,” Discovery Channel’s new hit TV shows. The concept of the shows is extreme makeovers – taking a police car and making it into a donut machine or taking a ho-hum house and transforming it into a sultan’s palace.

Over-the-top renovations have become a trend, but they’re not something you want to do if you don’t have to, and if you don’t have the time and resources to take the project full circle. However, the results can be fantastic and even produce long-term process improvements. For example, the donut making police car can pursue a “perp” without having to stop for a morning snack. What could be better? (No offense to our men and women in blue).

Here’s the public relations application to this idea: take a look at your goals and determine if your current modes of communication are helping you achieve them. Then, think about how you can improve your communications, and how you can push the envelope. If you’re sending holiday cards to your customers year after year without much of a “wow” effect or any positive response for your business, consider what you can do to get their jaws to drop and their wallets to open. In other words, what will awe your customers and stimulate their patronage? Send something different, say something inspiring, do something tremendous. Think big. Really big. And way out of the box.

Before you implement your monster PR move, get back in the box and make a detailed plan including a timeline, budget, labor requirements, materials, etc. Make sure you’re up to the task, and then go for it. Sometimes a major change, a business facelift of sorts, is just what we need to get out of a rut and on a new, fun, lucrative path.

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