Top Ten New Year’s Resolutions for the PR Professional

By John Deveney, ABC, APR, Fellow PRSA

Deveney Communication

New Year’s Eve has always been a time for looking back to the past, and more importantly, forward to the coming year. It’s a time to reflect on the changes we want (or need) to make and resolve to follow through on those changes. Below is a list of 10 things we can all resolve to change in 2011.

1.       Spend more time with colleagues: Colleagues in your profession are a great source for ideas, inspiration and even potential business leads. Develop those relationships because they could grow into a great resource for you and your business in 2011.

2.       Make your firm “super-fit”:  Trim off the excess and make sure your team is the tightest and “fittest” group you can find.

3.       Stop overservicing: We want to make our clients happy but we can’t do it at the expense of our own profitability. Find the balance between making your client happy without giving too much away.

4.       Help others: Make it a point in 2011 to mentor young professionals. Volunteer to speak to a college class or even just take the time to help an aspiring PR professional figure out the industry ropes.

5.       Enter award shows: Get recognized for the great things you’re doing. Take some time to enter local and regional communication award shows.

6.       Learn something new: Sign up for an industry conference and attend seminars that you are interested in. It’s always important to continue growing as a professional.

7.       Get organized: Hanging on to files from 1970? Scan the information to your server and let go of the old files. Make some time in 2011 for organization.

8.       Sell yourself: Many times we think that good work will sell itself. Unfortunately, even if we are producing incredible results for our clients we still need to focus on business development and sell what we do to prospective clients.

9.       Set your standards high: Not all clients are created equal. Make sure you set your standards high and you are entering into a relationship with a client that meets YOUR needs. Better to screen potential clients and be choosier about prospects at the outset.

10.   Enjoy what you do: Take a step back and enjoy your job. We are all very lucky to be in such an interesting and fulfilling profession.

One Comment


I like resolution #2 “Make your firm “super-fit.” I think the New Year is a great opportunity to apply “super-fit” standards all the way down to your social media accounts. Take time to “cut the fat” and lose that random 4th grade acquaintance and that creepy gerbil guy. Also, taking the time to ensure all your profiles are up to date and to get to know some of your followers face to face will help you start taking full advantage of social media. Social media is about interaction, not racking up numbers, so I suggest taking time in 2011 to make sure your Social Media use is ultra-healthy.
Aimee Woodall


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