Just last week, I was commenting on how I was looking forward to the summer. But, just like that(!) the conversation has shifted to “back to school.”

With President Trump confirming that the COVID-19 pandemic “will get worse before it gets better,” many of us are racing through 2020 (including this summer) in hopes 2021 will bring a vaccine and, with it, a substantial decline in coronavirus cases.

It’s usually this final-hour fine-tuning that enhances a campaign.

As the world races for a cure (and some countries spy to get there…), there is value in slowing down, especially now, to ensure that what you are promoting in the marketplace is relevant, on-message, and empathetic.

As a public relations professional, I am used to working in fast-paced environments. However, it is crucial that PR pros take a moment just before launching any significant campaign to conduct one final review. This will help you avoid any missteps, perfect key messages, and add or remove any media targets.

Regardless of how many times you’ve already proofed your materials in advance, it’s usually this final-hour fine-tuning that enhances a campaign and drives results (interviews, bylines, features, etc.).

How are you taking a beat in your busy work-from-home routine to increase overall success?