Deadlines are an important aspect of any job and PR is no different. In a field that is fast-paced and news-driven, meeting deadlines can be the difference between a successful campaign and a failed one. Staying on top of different deadlines for various projects and ensuring everything meets those deadlines can be stressful and daunting, so here are a few tips to keep you ahead of the game:
1. Stay organized
You’ve heard this advice before, we all have. It’s been engrained in us since our first homework assignment was due. The reason “staying organized” has been following us around for so long is because it works. Unfortunately, it is easier said than done. The important thing is finding an organization tool or method that works for you. Some people might need a calendar that breaks down what should be completed by the hour, or some people might need to set alarms at weekly intervals before something is due to keep it fresh on their minds. Whatever method you use should keep you on top of your deadlines and help you avoid any surprises.
2. Break the project down
The saying goes, “You can only eat an elephant one bite at a time.” If you are starting a challenging new project, the best approach is to break it down into manageable pieces. Imagine you are about to start an embargoed pitching campaign around a product announcement for a client: You can break that down into researching the product, building the press list, creating the embargoed pitch, getting approval from the client, pitching, and follow up. Breaking the project down and focusing on one aspect at a time will help keep you organized and make the project less daunting.
3. Develop a well laid-out plan and delegate
After you’ve broken the project down, create a work-back plan. Make sure there are clear goals and specific dates for each section of the project and deliver the complete timeline to your client before you start the project. Set realistic expectations for yourself and for your clients. Based on previous projects and your experience, you can estimate how much time each section will take you, and use that to estimate the total project time to deliver to your client. You can create mini-deadlines for each individual section, which will give you a good indication of whether you are on track to meet your hard deadline.
Creating a clear timeline will also help you delegate tasks when necessary. Delegating can be a great way to take some of the deadline pressure off of your shoulders and ensure the project is completed on time. Assign some of the smaller sections to an employee, but make sure they know the deadline for their assigned section by walking them through the timeline and highlighting key dates for their portion.
3. Make sure you have the time and budget a little extra
Before you even accept a project from a new client, you must ensure that you have enough time to actually do it. It can be extremely hard to turn down a project, but it is far better to turn a project down than fail to meet the client deadlines and hurt both you and your company’s reputations. If you are working two projects that are due at the end of the month and are considering a third, maybe it would be better to decline the new offer and ensure that your current projects turn out perfectly.
That being said, when you do accept a new project, you should budget a little extra time as a cushion. Take the project breakdown mentioned before and add an extra hour or so to each section. If you know it will take 6 hours to develop a press list, give yourself 7. This will add a nice cushion to the whole project in case of a surprise, and the client will be pleased if the cushion isn’t used and the project comes in under the expected budget. It’s a win-win.
Deadlines will always be a critical aspect of any career, but if you manage them appropriately they have the potential to make you more efficient and productive. The biggest mistake you can make is biting off more than you can chew – know your limits and your abilities and be sure to stay within them. As long as you are organized, the plan is well thought out, and you have the capital to complete the project, meeting client deadlines should be a breeze.