PR Checklists: What is the State of the PR Program?

My post on Tuesday discussed PR process and checklists.

There are many types of checklists covering many different areas of PR. They can be about things as seemingly trivial as covering for a colleague on a briefing (my team sometimes regrets asking me when they see my checklist of info needed to make sure that I have everything), to large projects like events management.

Since President Obama just gave his State of the Union address I thought it might be a good time to ask: what is the State of the PR Program for your accounts? The checklist below is one I put together that can help a PR team make sure that the basics are in place and that the account is in good standing:

PR Toolkit

Key Messages
Last update / frequency of update

Thematics
Last update / frequency of update

Media/Analyst/Bloggers lists, graded for:
Accuracy
Categorization
Core list identified
How up-to-date it is

Editorial calendars, awards, graded for:
Completeness
Usefulness
Key opportunities called out

PR plan, graded for:
How up-to-date it is
Goals identified

Results / coverage

Quality - Did messages get through?  Did stories reflect our key themes?

Quantity - Did we have sufficient coverage?

Comparisons: vs. competition; previous year results; against goals identified in plan

PR Mix - Are you using a good mix of tools? Relying too much on any single approach?

Comments

[Order Meds]

Interesting. I agree that using complementary PR tools is more effective than just using one. However, finding the right mix can be difficult. Do you have suggestions?

[rgeller]

Yes, I suggest citing a domain in your comments that doesn't make it sound like this is just comment Spam - assuming it is not, than I would say it is very hard to generalize and you need to pick the right PR tools and tactics based on resources and goals.