To do or not to do. That is the question.

I'm not really one for resolutions. Nor am I one for diets. I'm not really someone who pledges to commit to anything where there is a pressure on me. That is true in a personal and a business sense.

That isn't to say I don't make commitments or undertakings to develop, quite the opposite, but as someone who has done quite a lot of work on behaviour change and comms I think we (as individuals) achieve more when we change our actions in a more permanent way rather than set ourselves up for added pressure.

Take diets, they are usually short term - the bikini diet to get you ready for a holiday or the fasting diet. What they don't really do is equip you with new ways of seeing food or exercise in every day life. Short term goals - for short term benefits. And perhaps if you have a wedding to go to then it's 'horses for courses'.

But, when looking at comms, I don't think a short-term burst of activity is the right thing to do, yes of course a Black Friday sale has a short shelf life PR and marketing wise but it should be part of a long-term plan with peaks of activity and perhaps if budget is the reason for wanting a short term PR plan then a creative approach needs to be considered.

Personally within my business I have been working on future-proofing and honing what the agency offers and the skills we have in the business. I could engage in a short-term new business pitch process, some cold calling and a quick short-term fix. Instead we are working in a way that changes our process and behaviours. So we are creating a long-term plan, with key bursts of activity to promote the agency - perhaps on our third birthday or at networking events but with a long goal in mind. No diets and quick fixes here.

Whatever you decide is right for you we wish you a happy and prosperous 2016.

Emma and Team You Say