Do you find yourself wondering when the best time to formally review and refine your organization’s key messages?

I’m not talking about talking points - those that get created for specific instances and may get updated throughout the year for a specific moment (i.e. talking points on the signing of a new player, on the roster this year, on theme nights, on arriving early)

Are you ready to take the first step in feeling like you can confidently point to an answer to the question of: did you reach the right audience at the right place at the right time?

If you work in sports, you may have a pretty good sense of all of the different stakeholders your communications efforts touch and many times your PR efforts may be ultimately seen as helping to drive fanbase interest/engagement/retention.

If you’re reading this, I am fully aware that you’re not new to the world of strategic communications within sports. Sometimes, though, when you’re knee deep in it every single day, you can lose track of the finer details of a critical concept in strategic communications.

In a rush, we often jump to what I call “shooting from the hip” and we skip to tactics that we know are likely to work but blow right through previous mile markers of not just defining strategies but that first water station before mile one: research and planning.