Day One as the Vice President of PR at a Small Business: What Now?

August 1, 2024 Dylan Steadman

A step-by-step process you can follow to become a stand-out VP of PR at your company.

Introduction

Your first day as a VP of PR is both thrilling and overwhelming. With the right approach, you can lay a solid foundation for your role and drive meaningful change. This article will ensure you prioritize effectively and make informed decisions from day one. We’ve drawn on our own teams’ collective experience in the federal, nonprofit, and private sectors to provide you a playbook you can implement on day one to initiate change and drive success.

First Day Goals

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Start by setting immediate tasks and priorities for your first day and week. Here are some goals to consider:

Meet the Team: Schedule one-on-one meetings with key department members.
Understand Current Strategies: Review existing PR strategies and initiatives.
Set Short-term Objectives: Identify three objectives you want to achieve in your first month.

Understand the Business

Before you can craft an effective PR strategy, it's essential to thoroughly understand your business. Here’s how:

Research Company History: Familiarize yourself with the company’s mission, vision, and milestones.
Explore Core Values: Understand the values that guide the company culture and decision-making.
Identify Stakeholders: Know who the key stakeholders are, including customers, employees, and partners.
Review Past Performance: Learn where your company has had positive media placement in the past.

Form Alliances

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Building relationships will be crucial for your success. Focus on:

Establishing Rapport: Connect with the CEO and executive team to understand their vision.
Collaborating with Teams: Meet with marketing, sales (development), and operations teams to align on goals.
Engaging Employees: Foster open lines of communication to encourage teamwork and ideas.
Connect with Partners: Meet with any prevalent outside partners and stakeholders that can help you excel in your new position, i.g. journalists

Craft the PR Strategy

With insights gathered, it’s time to develop a tailored public relations plan:

Set Clear Goals: Define what you want to achieve with your PR efforts (e.g., brand awareness, customer engagement).
Target Audience Analysis: Identify your target audience and tailor messaging to resonate with them.
Channel Selection: Decide which channels (social media, press releases, events) will best reach your audience.

Implement Innovation

Incorporate fresh ideas and technologies into your PR efforts:

Leverage New Tools: Explore tools for media monitoring, social listening, and analytics.
Enhance Content Creation: Consider creating videos, podcasts, or webinars to engage your audience.
Stay Current: Keep abreast of industry trends and adjust your strategies accordingly.

Measure Success

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Setting KPIs (Key Performance Indicators) will help you track the impact of your PR initiatives:

Define Metrics: Determine what success looks like—media coverage, social media engagement, etc.
Analyze Regularly: Schedule regular reviews of your performance against these KPIs.
Adjust Strategy: Be prepared to pivot your approach based on data and insights.

You Got This

Starting as a VP of PR in a small business is a unique and rewarding challenge. By taking the proactive steps outlined above, you can establish a strong foundation for your role and make a significant impact. Remember, the road ahead will have its challenges, but with passion and strategic planning, you can lead your business to new heights.

Consider working with a firm like ours to leverage industry expertise and platforms that will make your job easier.

Take the first step today and start implementing these strategies to shape a successful PR future for your small business. You’ve got this!

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