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Great PR takes a little luck and a lot of planning

By Lisa Goldsberry

25657754_l-864467-editedPut the luck of the Irish and remarkable PR to work for you

March 17 is set aside each year as St. Patrick’s Day to honor one of Ireland’s patron saints. In America, it has become associated with parades, celebrations and channeling some of that famous luck of the Irish. For your business, it should also serve as a reminder that great PR requires a lot of planning and a little luck.

Every successful business has that little something extra that sets it apart from the competition and keeps customers coming back. This is often referred to as “good fortune,” but at Axia, we know that it’s actually a combination of hard work and providence. With help from PR, you can develop your own strategy and also harness a bit of that luck for your business.

How to celebrate St. Patrick’s Day at your business

Although this holiday has become associated with parties, bars and drinking to excess, there are still plenty of ways your business can recognize St. Patrick’s Day while maintaining your professionalism. For example, you can:

  • Use your imagination and have a contest among your employees for the most creative way to wear green (shoelaces, suspenders, etc.).

  • Sponsor a related event in your community or get involved in a local parade (don’t forget to publicize it).

  • Turn your office green for a day (things like tinted light bulbs and a little food coloring in the break room can go a long way).

  • Develop a campaign that will get you noticed (arrange for senior staff members to read Irish literature at schools or nursing homes, start a contest on your social media sites for your “lucky” customers, etc).

Why even the best PR planning still needs luck

There is an old saying: “Luck is where planning meets opportunity.” If you just sit around waiting for something to happen, nothing will. Also, you can plan to the last detail and still not accurately predict all possible reactions and outcomes.

A combination of hard work and things just going your way is crucial to success in any endeavor. PR can help bring it all together for you.

Aspects of business such as anticipating trends and then capitalizing on them take both luck and planning, and PR can manage that. Media relations is another area where preparation can use some assistance from a stroke of luck. You can prepare an effective press release, contact the right reporter and set up the perfect interview, but it can still all fall apart in the event of a scheduling snafu or a national crisis.

In branding your company and attracting customers at the right moment of the buyer’s journey, good luck and dedicated PR work can be essential. It requires distinguishing yourself from the competition and creating the best messages that speak to your target audiences, along with the intangible goal of eliciting an emotional response that can make them superfans and promoters for your company.

Why choosing the right PR firm is more important than luck

When you don’t take the time to think things through, disasters can happen. You see it all the time with clever PR campaigns gone wrong and the untrained spokespeople who seem to do nothing but make a crisis even worse. All the luck in the world can’t combat these issues.

With Axia by your side, St. Patrick’s Day doesn’t have to be all about leprechauns, four-leaf clovers and parades. Your natural luck plus great PR work can increase your visibility and allow you to start planning for your own profitable pot of gold. Register today for our  60-Second Impact program to learn more about how Axia can help with the tools you need to grow your business.

Lisa Goldsberry is a writer for Axia Public Relations with more than 15 years of public relations experience. She specializes in business, higher education and technology PR. Connect with Axia Public Relations on Twitter @axiapr.

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Topics: public relations

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