Dave January 20, 2012 | 11:11:38

Time For A Mid-Season PR Plan Replacement?

It’s that time of year again, the cold doldrums of January and a ton of mid-season TV replacements.
It’s the television industry’s annual do-over, where TV execs get to press reboot and give it another try.  Much like a PR campaign that isn’t working, new strategies occasionally need to be implemented mid-way through the year.

Any good PR pro knows when to learn from your initial miscalculations, adapt, and make those necessary changes.  For every The Playboy Club and Free Agents, there could be a classic (or great client campaign) in the waiting.  The Simpsons was a midseason replacement in 1989, so was Happy Days (1974) and The Office (2005).

Here are four signs a current client campaign might need a mid-season replacement, and who knows, your next big hit might be closer than you think.

Your time slot was bad

Timing can be everything in PR, so be aware of what’s happening in your client’s industry  and the world at large. Make sure you aren’t competing with major news events or have missed a window altogether and plan accordingly.

The budget was cut so much you don’t even recognize your original idea

If a cut-down campaign budget turns your plan into a shell of its former self, you may want to swallow your pride and find a better way to use your resources.

The pitch has gotten bad reviews from the media

Listen to the feedback from your target demographic (the media), and use it as constructive criticism to improve your next campaign.

“Bad actors”: A constantly changing cast of characters

Some clients change team members so often that it can make it difficult to gain any long term traction.  When you are constantly having to re-sell your big idea, you lose momentum and opportunity. At that point it is sometimes helpful to recast a big idea into some smaller, easier to implement initiatives.

What are some other warning signs a campaign might need to be replaced?

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