Why You Should Think About Your PR Campaigns Before Execution

National Entrepreneurship Week was February 20-27 (sorry if you missed it, mark it down for next year!). The Small Business Administration issued a press release on BusinessWire announcing a free youthpreneur webinar series that same week. They were hoping to stimulate entrepreneurship among students. The webinars took place from 11am-3pm that week and that is where this PR campaign seemed to go all wrong.

It was a great idea to leverage the special week, however, I think this PR initiative missed the mark. Students are typically are in session from 11am -3pm Monday through Friday. Unless teachers planned the webinar as part of their curriculum for the week, most students would be in the middle of class or departing school during the webinars. So who was the SBA hoping to encourage to listen when they issued a press release?

This was a misguided public relations initiative from beginning to end. They would have been better off if they pre-recorded the presentations and made them available on-demand. I find it odd that no one with the SBA’s marketing or communication departments didn’t provide some strategic advice on what would make the most sense for the intended audience.

One other note about this public relations initiative: two press releases went out two days in a row – starting on the day of the first seminar. The last minute releases and poorly planned webinars for me are a recipe for disaster.

Best Business Mastery Tip: When developing a PR campaign poise it for success by carefully planning every detail. Ask yourself whether it will reach your intended audience and analyze the details from beginning to end. Make certain your PR campaign will be convenient for your intended audience. Without these safeguards in place you could be setting yourself up for failure.

– Shakira