We’re in the throes of Game of Thrones season, so in writing a blog post about the third step of the Sprocket process, Execution, all I can think about is the Game of Thrones death that still hurts the most of them all: the execution of (spoiler alert) Ned Stark. (FYI, that spoiler is literally from season one, so if you don’t know by now that Ned dies, you were never going to watch GOT anyway and I’m not sorry. It’s also hard to legally use a photo of Ned Stark so you’l have to settle for the below photo of people apparently executing on their PR strategy.)
I digress. Our execution phase is centered on carrying out the plan and strategy we put together in phase two. During phase 2, we built media lists, pitches, media documents, and a timeline to execute it all against.
Now, in Execution phase, it’s game time. It’s when we start reaching out to media via email and phone, telling our clients’ stories, and securing media coverage. Our social media team starts following reporters on each channel, too, all in an effort to stay top-of-mind and continually get in front of media on their own screens.
Unlike the other phases, execution phase is ongoing for as long as we’re working with a client. We’ll certainly continually tweak and refine the strategy based on what works and what doesn’t.
The last component of Execution phase is reporting— and MAN is it crucial. How do you know if the work you’re doing is making a difference on things that matter (like sales) if you’re not measuring it? This is the phase where we’re regularly reporting back to clients on metrics like referral traffic and social media-driven purchases. Keeping the client in the loop on the upticks of data points is crucial to their understanding of our work.
Execution phase is when the pressure is on—but if you’ve built out a comprehensive strategy, you’re starting out on good footing.
Related Post: Sprocket Process Step 2: Planning