Unlike the retail industry, PR professionals are usually able to snag a little down time around the holidays. Clients are on vacation; journalists are out of the office; and news is not the public’s top priority. So, for us, that means a little less billable work. But just because the work isn’t billable doesn’t mean it can’t be valuable. Below are a few ideas on how to make the most of your “down time” through the holidays and any other lulls you may experience throughout the year.
1. Networking and Relationship Building—Relationships are one of the most valuable assets you can cultivate. However, they require investment of time and energy, which are not always readily available. So when you do have the time, it is important to schedule in-person meetings with clients and other people in your industry to continue fostering your relationships. When you meet, focus on topics that aren’t business-related; be sure to learn new things about them, like their favorite hobbies, how their kids are doing, etc. Also, build new relationships! Maintaining previous relationships is always important, but building new ones is just as important. So reach out to someone you’ve been wanting to meet or reach out your contacts and ask if they know of anyone that you can build a beneficial relationship with.
2. Team Building—In this industry, and most other industries, your team is your differentiating factor. A well-functioning, talented team is what separates you from your competition, so it’s important to keep them motivated and happy. Plan a fun activity for your team to do together or order lunch into the office and spend time together that doesn’t center around client work. Not only will your team be able to let loose and have a little fun together, but it will emphasize that you appreciate and value their hard work.
3. Expand your Industry Knowledge—On a day-to-day basis it is hard to keep up with all the happenings in the world. Things seem to change constantly and with social media, we tend to know about it instantaneously. But how often can we really sit down and read several articles on a topic to truly understand its impact? Not that often. For example, how will the changing interest rates affect investments and venture capital firms? I’m not sure, but with a little extra time I can learn more on the topic and understand how my clients will be impacted by the change. Understanding this will allow me to make better-informed decisions around a client’s messaging and positioning and the counsel I provide to our clients.
4. Practice a Few Skills—There is always something that we can improve upon, but we are not necessarily diligent in practicing the skill that needs improving. For me, it’s writing. Writing is a skill that I can always improve and can practice in a lot of different ways. I can spend time developing blog posts, coming up with a few sample pitches for a variety of clients or writing a piece that highlights my personal perspective on a completely random topic. None of these pieces have to see the light of day, but developing them provides an opportunity to practice skills and garner feedback from colleagues.
It’s rare that we have extra time, so when it comes around it’s crucial we take advantage of it. Many things, like the ones listed above, fall short of being a top priority, yet are important aspects of success. So instead of letting extra time around the holiday season, or any other season, go to waste, use it as opportunity to make these items a priority again.
