Particularly in a world with nonstop social media and ever-changing news stories, associations can benefit from having quarterly PR brainstorming sessions with their outside consultants or firms. We all know how unforeseen events can render a carefully designed communications plan largely ineffective within a few months of its implementation.
PR professionals need to be flexible, adaptable and creative in their responses. Conducting regular brainstorming and assessment sessions can help create timely and situation-specific strategies. Keep it fresh by spending some important think time with outsiders who are public relations and communications pros. It will be time well spent.
– Greg Wilson, Senior Vice President, Curley Company