The APCO Worldwide team worked for almost two years on the Ford’s Theatre renovation campaign. How do PR execs consistency manage a long campaign? APCO VP Tara Greco recommends the following:
• Break it down. Start at the end point work backward, showing the client how the process will run, in manageable chunks
• Pace yourself. Don’t front-load the campaign, or make the mistake of saving everything for a big “ta-da!” at the end. Keep a steady flow of events and news, to maintain media interest.
• Stay on the radar. Reporters can lose focus over the course of a long campaign. Keep in touch, even when there’s no new event to cover. Keep the channels open.