A few weeks ago, news broke that socialite Kim Kardashian was filing for divorce from her husband, NBA player Kris Humphries, after 72 days of marriage. The backlash that ensued, stemming from the worldwide trend of the Twitter hashtag #LongerThanKimsMarriage to David Letterman’s “10 things longer than Kim’s marriage,” was a direct hit on Kardashian’s public image.

The whole Kardashian marriage got me thinking about commitment; specifically, the commitment one makes to a PR campaign. Both require a lot of time, effort, and planning, and you may have to tweak certain aspects in each instance to stay the course. To help with this process, I now present my 5 tips to help your PR campaign last longer than Kim Kardashian’s marriage:

1.    Do your homework before walking down the aisle
Before even thinking about running off to Las Vegas to elope, it is important to get to know each other so that you are absolutely, 100% positive that this person is the one you want to be with “till death do [you] part.” Likewise, when starting a PR campaign, it is vital to conduct extensive research and strategizing before taking off. Find out who your audience is, what your objectives for the campaign are, and then identify your key messages—these tasks will give your campaign a specific focus.

2.    Keep things fresh
In marriage, it is important not to let the relationship become repetitious. Finding new and exciting ways to keep the relationship exciting, whether it is a spontaneous weekend get-a-way or reenacting your first date, allows you and your partner to continue to grow closer together. PR is the same way. Using the same age old PR tactics over and over will not continue to yield successful results. Not only is it important to embrace new technologies, but finding interesting and unique elements to add to your press releases, pitches, and interviews can also help your campaign be more successful. Plus, it allows you to explore your creative side, one of the elements that likely drew you to PR in the first place.

3.    Communicate appropriately
I can’t tell you how many times I have listened to friends complain about their spouses and finish it by saying, “I honestly don’t think he ever listens to me!”Sound familiar? Communication is one of the most important aspects of a good marriage, as you not only want to be able to communicate your feelings and ideas to your spouse but listen to him/her as well. In PR, our communication with the media is vital to our success. We want to be sure we are sending the right message to the right people at the right time. It is also important to build relationships with people in the media, and pitching the wrong reporter or outlet with a press release not in their coverage area can not only be devastating to a campaign but your career as well.

4.    Be prepared for when the honeymoon period ends
All marriages go through a “honeymoon phase” where everything is just perfect and nothing can seemingly go wrong. But that honeymoon phase will inevitably end – bills add up, your spouse works long hours, etc. The same is true with PR campaigns. Everything can be riding smoothly for a while, but eventually there are going to be some speed bumps. Having a crisis management plan is paramount for any campaign, as is using those relationships with the media that you have cultivated and maintained. Being prepared to deal with whatever happens and adjusting your plan accordingly is an essential skill to have in the PR field.

5.    It is not a fight, but something worth fighting for
Marriage is intended to be a lifelong commitment to stand by your spouse’s side through the good and the bad. Even when the initial magic is gone or it seems you can’t come to a compromise, it is important to stand up and do whatever it takes to save the marriage. Likewise, it is fundamental in PR to evaluate your campaign and make tweaks or changes if results are not being seen. Do you need to rethink your target audience? Are your key messages accurate portrayals of the campaign? What angles haven’t you thought of? Being able to evaluate the state of a campaign and do an honest assessment allows you to correct your mistakes and show your commitment to the client.

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