Unlocking Opportunity Through Horizon Scanning
Why do some PR campaigns fall flat despite having all the right ingredients of finely tuned messaging, striking visuals and buy-in from key stakeholders? All too often it comes down to timing, a double-edged sword that should be central to any campaign. While a well-timed campaign can amplify results, poor timing risks not only poor metrics but also reputational harm. Given this, how can PR professionals ensure optimal timing for their campaigns?
Horizon scanning – the practice of identifying opportunities by looking to the future through a strategic lens – is essential. It plays a key role in enabling organisations to maximise the timeliness and relevance of PR strategies that align with their mission, values, and objectives.
It’s most effective when utilised through a two-pronged approach, by looking at both an organisation’s own calendar of events and the wider landscape of upcoming events, international days of observance, and cultural moments. By intentionally taking this broad, holistic perspective on identifying opportunity, PR professionals can bypass the all-too-easy temptation to focus only on the “now” and bring a more strategic, proactive approach to their work.
Rather than focussing on developing PR opportunities from scratch, horizon scanning places a premium on anticipation. It decreases PR professionals’ chances of being in the dreaded position of forcing a news story. Instead, it allows for the creation of authentic, timely, and newsworthy content that resonates with the media and target audience alike. When done right, it enables the generation of compelling stories that audiences connect with and journalists want to cover.
Most importantly, horizon scanning allows an organisation to directly link their communications efforts with their unique mission and values – a foundational element of all good PR.
Horizon Scanning in Practice
Let’s take the example of an organisation working in the life sciences sector. By looking to the horizon and identifying relevant days of observance such as World Cancer Day, World Alzheimer’s Day, or World Health Day, PR teams can plan content, case studies, or expert commentary well in advance. Horizon scanning not only allows the creation of more polished content, but also positions the organisation as a trusted voice in a conversation PR teams know will be happening. This luxury is not commonplace in the industry.
Similarly, a technology company could leverage International Girls in ICT Day to launch an initiative promoting STEM education, or a sustainability-focused business could create a campaign for World Environment Day. These days offer organisations a real opportunity to demonstrate their commitment to their values and enhance their reputation amongst stakeholders.
It must be remembered, however, that simply acknowledging these days is not enough of a story. Organisations must use these opportunities to add real value to the conversation.
The Benefits of Horizon Scanning
- Increased Relevance and Authority: When your content aligns with a major event or day of observance, it immediately becomes more relevant and positions your organisation as a thought leader and an authority in your field.
- Stronger Media Relationships: Journalists and editors are always looking for timely, well-researched content. By offering them a story tied to an upcoming, pre-scheduled event, you make their job easier and can build a stronger, more collaborative relationship.
- Planning and Preparation: By knowing what opportunities are coming down the track, horizon scanning affords PR professionals a precious resource: time. It offers the breathing space to create high-quality content, gather strong visuals, and coordinate with key stakeholders.
A Word of Caution
Of course, just because an organisation can link their PR efforts to an event on the horizon doesn’t mean they should. As with all PR, inauthenticity should be avoided. For example, it would be inadvisable for an organisation with a poor environmental track record to portray themselves as a champion of green values on International Day of Clean Air. Likewise, an organisation with a significant gender pay gap looking to push out content on International Equal Pay Day. Not only are such instances questionable from an ethical perspective, they also raise the prospect of drawing negative attention to the organisation in question. For this reason, it’s essential that linking any PR efforts to these observances aligns with an organisation’s mission and values.
