Admitting a wrong decision and starting again from scratch is the hardest thing that can happen in business. And if you've spent hours preparing a public relations plan, and things really go wrong, it is completely understandable that you don't want to discard completely the invested energy. However, if you know your company well, soon you will know when things are not right. Then you need to look at its identity and whether it is effectively communicated.
Determine your goals
A PR plan should have an objective that will affect performance (sales) of a company. When the results do not change, ie neither increase nor decrease, it is really difficult to determine whether the PR plan is working. And because of that you to set specific targets. Use them to recognize progress, so you can determine, for example, sales growth in a given period. If it does not occur, it might help to make a few changes.
Failure to meet your targets in its entirety does not mean that you have to dig up from the base all your PR. Sometimes you just have to wait a while for the right opportunity to come up.
How to determine the extent of change
The PR plan can either be prepared from scratch again, or you can just amend it. Therefore, carefully assess the situation. If you are not performing well in only one aspect (eg press releases or social media), a partial change may be sufficient.
Evaluate each part of your strategy in order to know what's wrong. Sometimes there is a mistake in one type of communication that makes the overall results poor. Only if you do not find anything like that and still you are not even approaching the set goals, you will need to choose a radical solution.
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