Gini Dietrich

Your 2016 PR Goal

By: Gini Dietrich | January 5, 2016 | 

Your 2016 PR GoalBy Gini Dietrich

Happy New Year!

I missed you guys. I hope everyone had really nice holidays and you’re refreshed and ready to kick off 2016 with a bang.

For the past three years, I have blogged about our business goals and have included my personal goals. This is always a great exercise for me because it’s nice to have them written down in one spot so I can easily refer back to them.

The business trend since I began doing this is I need to coach my team better and delegate more efficiently. Apparently I am terrible at those two things because they’re on my list again this year.

So, rather than beat myself up about that, I thought it’d be more fun to talk about your PR goal for 2016.

The 2016 PR Trends

During the 12 Days of Christmas last month, we talked about the PR trends for the new year.

They are:

  1. Better content marketing;
  2. Content as product;
  3. Livestreaming;
  4. Private communities;
  5. Paid amplification;
  6. Virtual reality;
  7. Semantic search; and
  8. Measurement.

I challenge you, right now, to choose one of the eight and create a PR goal around it.

For instance, my PR goal for 2016 is to figure out semantic search and apply it to our content. Sure, I am going to be applying all eight of these, but semantic search and virtual reality are the only ones we’re not yet doing.

If I choose just one, I lean more toward semantic search.


OK, so my goal is to learn more about semantic search…and then what?

If I were to apply the SMARTER goals Geoff Livingston and I introduced in Marketing in the Round—specific, measurable, attainable, relevant, time-bound, evaluate, and re-evaluate—I have to get even more specific.

  • S: Learn about semantic search and apply it
  • M: to increase the domain authority on Spin Sucks by six points
  • A: and build SEO around six very specific terms
  • R: that are applicable to the PR industry
  • T: by December 31, 2016.
  • E: Every month, I will evaluate the DA and SEO and
  • R: make tweaks and improve where necessary.

You can see what I am trying to achieve with this goal is a higher domain authority on this blog and better SEO (which translates to first page of Google results) for six priority key phrases, such as “PR metrics.”

Every month, I will review where we are, whether it’s working, and make changes to improve.

Your Homework

So that’s what I want you to do right now:

  1. Choose one of the eight trends above.
  2. Quickly write down what you’d like to do with it.
  3. Apply the SMARTER process to it.
  4. Write down your two sentence PR goal.
  5. Share it in the comments here (if you’re willing).
  6. Hold one another accountable.

We’ll come back to this blog post throughout the year and I’ll remind you what you’ve agreed to do and check in. I’ll also keep you updated on how I’m doing against my semantic search PR goal.

Together, we’ll each achieve our PR goal and kick the butt of 2016!

image credit: shutterstock

About Gini Dietrich

Gini Dietrich is the founder and CEO of Arment Dietrich, an integrated marketing communications firm. She is the author of Spin Sucks, co-author of Marketing in the Round, and co-host of Inside PR. She also is the lead blogger at Spin Sucks and is the founder of Spin Sucks Pro. Join the Spin Sucks   community!

  • ginidietrich

    mhpetre Thank you, sir!

  • mhpetre

    ginidietrich Anytime 😉

  • ginidietrich

    JonMikelBailey I have something for you!

  • This is actually an easy one for me since I wrote down all my personal and professional goals a couple of days ago. This is a big year for T60, so I wanted to have all my ducks in a row. FYI Gini… 2015 4th Quarter… T60’s best ever… by a lot. 🙂 Have to keep-up the momentum!
    Anyway, here are my content goals:
    Create and follow a monthly content calendar
    Establish 2016 content analytics goals (meeting with Andy Crestodina to make sure it’s done right!)
    Blog schedule
    -1 post per month for T60
    -1 post per month as a guest blogger (maybe a few for Spin Sucks!)
    -Quarterly vlog
    -PROMOTE all T60 content to at least 5 influencers & my own network
    -repurpose 1 past blog post on LinkedIn every month
    What do you think!?
    –Tony Gnau

  • JonMikelBailey

    ginidietrich A cookie???

  • T60Productions I reproduce everything I write (that is remotely business related/some things are too personal) on LinkedIn. Not sure if does any good but it’s worth getting the material more widespread I figure!

  • JonMikelBailey ginidietrich MMMMM Cookies!

  • ginidietrich

    JonMikelBailey A delicious cookie!

  • susancellura

    biggreenpen T60Productions I do that as well on LI. It takes time, but I do see more views there sometimes than I do on my blog. 🙂

  • HannaLizKnowles

    Ok, here is a stab at a “better content marketing” goal for 2016:

    S: Develop content pieces
    M: to be on the first page of Google search
    A: for top 10 priority keywords
    R: that are directly related to kinesiology
    T: by Dec. 31, 2016. 
    E: Every month, I will evaluate the search placement and related SEO metrics and
    R: continually look for ways to improve future content and and promote developed content.

  • I’m deferring for now until I catch up with the 50% of the content from the masterclass that I missed. SIGH. But in general, of the 8 trends … for my personal blog I need to get a better handle on metrics (because if I want to continue working for brands I have to be able to explain why I am worth it) and for Lead Change … maybe the answer is the same …. that by understanding metrics better I can help that community understand their impact (and/or how they can have more) as well as attracting new participants TO the community. For personal AND for Lead Change, I think there is potential in livestreaming. I have a friend (who happens to be a reporter) who FB livestreamed just standing around at the airport watching planes take off recently. It was kind of riveting! And it makes that particular friendship feel more alive than throwing around some comments on FB (he lives hours away). I could get on Periscope (or something) and highlight a recent blog post. Worst case scenario: the only listeners would be the cats. It would be good speaking practice regardless.

  • biggreenpen T60Productions I need to do that more this year!

  • travispeterson

    I avoid goals.  They tend to make me work harder and / or achieve things.  If I were to have a goal, it would be only slightly above average mediocrity in life and work. 

    Just kidding.  Sort of.

    I’d have to say measurement and content are going to be big goals for us this year.  Our 2016 plans – internal and client-facing – are all going to be measurable.  Plus, we’re going to focus on creating a limited library of really great content and and then running entire campaigns around them.

  • T60Productions Yeah! I’m really happy to hear that about Q4. You go, Tony! I agree with others here and say yes to the Pulse repurpose. I’d also look at doing the same with Medium. Go forth and conquer!

  • HannaLizKnowles Yeah! I can’t wait to see you kill this goal!

  • biggreenpen The only listeners might be the cats at first, but I’m willing to bet you’ll quickly develop an audience. I remember a time when only my mom read this blog.

  • travispeterson Ohhhhh. I like your last sentence. A LOT.

  • KC_Kreative

    Okay, here goes nothing! I think this is the first time I’ve posted here 🙂 

    Content as product. IACET is an accrediation association for continuing education and training.

    S: Relaunch the IACET blog
    M: to increase campaign (iacetblog) website traffic by 5%
    A: by publishing on a weekly (vs. random) basis
    R: and not with overly self-promoting content
    T: by September 30th, 2016 (end of our fiscal).

    E: At least every month, I will review my GA & stats to gauge progress
    R: in order to adjust topics and recruit the right guest bloggers.

  • ginidietrich I guess just one of my blogging mantras is “make a date with the page” there may be merit in “making a date with the camera.”

  • biggreenpen Do it!

  • ginidietrich biggreenpen And Paula…cats have a lot of sway on the internet. I mean think about what would happen if you have a lot of cats all around the internet talking about you….One meme of cats listening to you periscope and you’ll be an internet legend.

  • LauraPetrolino ginidietrich heh! I should really do eldercare tips — a combo of the sardonic humor that’s getting me through this and some actual usable info.

  • biggreenpen LauraPetrolino ginidietrich Actually….that just gave me an amazing idea for you!!! I’ll messaging you later tonight, I want to percolate on it a bit more.

  • KC_Kreative Yay! Nothing like taking the plunge on a first-time comment with something we’re going to hold you accountable to doing. 

    When are you going to relaunch the blog?

  • KC_Kreative

    ginidietrich It relaunched on Monday and the next two are scheduled in the CMS. Luckily, IACET has some high profile members I can tag in social media. Now to figure out how to add social share buttons in Joomla! (Note: The site isn’t mobile friendly yet due to higher priority issues but it’s on the CEO’s and my list.)

  • HilmarieHutchison

    Nice post Gini, thank you.  About the homework – I went one step further and dedicated a whole blog post to setting Goals for 2016.

    I included my SMARTER goal at the end of the list.