Gen Y PR Prescriptions

Parts of me love new business, but parts of me also hate the new business process. Why? It brings me right back to college, specifically the night before a huge paper is due.

Not sure how many people feel the way I do about writing, but I do my best writing when I’m in the zone. Far too often in college I found myself in the zone less than 24 hrs before the paper was due (No matter the size/length). I have since learned the error of my ways, but to do so, I had to realize that writing was a process, one with many unavoidable, emotional highs and lows. It was full of joy and pain, but in the end, it was a good experience.

In college, I went through all the ups and downs in one night. The only difference I am finding with the new business process is that the joy and pain is spread out in stages over a few days.

Stage 1: The Brief

This can come via email or be conveyed during a short meeting with handouts. Key points to cover: the client, issue, current position, thoughts on strategy, potential budget. Really this stage is answering one simple question. What’s the 411?

Emotion: Pretty excited.

Stage 2: The Brainstorm

Normally, the brainstorm means an unusual gathering of minds (across practice and experience level) for the sole purpose of being creative and sharing ideas. This part can actually be very fun. You can be a little bit over the top with your ideas, and depending on the client, open with “If I had a million dollars….”

Emotion: Relaxed. Content.

Stage 3: Research

Believe it or not, this is the part I love. Research means dusting off my delicious page and searching for some of the campaigns that I thought were truly amazing to find out what has been done, what worked and what maybe wasn’t so effective when it came to generating buzz and/or the desired outcome in terms of real action. This is where some of the hardest work is done. Just when you think you’ve got almost everything, some new link pops up and leads you down another long path. By the time this stage is over, you feel like you’ve walked to the end of the earth, or at least 500 miles.

Emotion: Weary. Hanging in there.

Stage 4: The Deck

This is without a doubt my least favorite stage. The slide deck doesn’t like me. I don’t like the deck. We know how we feel about each other, but put our feelings aside to do what’s best for everyone. Okay, if you’ve read this far, you probably think I sound crazy. Well, when I hit this stage…it’s possible. Endless revisions, theme shifts and formatting changes can do that to a person. No surprise on the song here….

Emotion: CRAZY!

Stage 5: The Pitch

Haven’t had a whole lot of experience here, but I do know that anyone who makes it this far should feel a sense of accomplishment. You should celebrate!  Why? Because for that small moment in time you’re a champion (Remember, I’m still coming off of that crazy feeling. Indulge me here.)

Emotion:  Joy. It’s over!

Stage 6: The Regroup

This usually occurs after the moment of truth. Yes or No. Win or Lose. Great show or it fell apart. No matter what, it’s great to go through this process to look at what was done well, what can be stepped up the next time around and what should be erased from both short and long term memory.

Whether or not you’ve won the account, the regroup brings things full circle. If you’ve made it through all the stages, you are without a doubt STRONGER!

Emotion: Recharged. Ready for the next new business cycle. Stronger!