The end of the year is the perfect time for often-overlooked internal and external public relations and marketing tasks—a perspective we bring as a Top-10 Florida public relations agency. By ensuring some of these basic elements are in place, you’ll set up yourself, and your business, for a more efficient and successful 2025. In this two-part series, we’ll outline eight essential tasks to help you get prepared, starting with the first four internal PR and marketing priorities to tackle before the new year.

1. Refresh Your Bio and LinkedIn Profile

Your online bio and LinkedIn profile are often the first impressions potential clients, collaborators or media contacts have of you. Take the time to review and update these with your latest accomplishments, skills, job changes and any new areas of expertise. Ensure that your bio reflects your most recent career highlights and includes updated contact information and key achievements from the past year. For LinkedIn, consider using specific keywords that connect with the industry trends and roles you want to be associated with in 2025, making it easier for others to find you on this important business networking site.

2. Update Your Headshot

If it’s been more than a few years since your last headshot, it’s time to schedule a new one. Your headshot is a vital component of your professional image, especially for digital platforms where people “meet” you before they actually meet you. A fresh, high-quality headshot communicates confidence and professionalism and that you’re engaged and active in your field.

3. Conduct a Brand and Website Audit

An outdated website or brand image can make your organization feel like it looks behind the times. Review your website design, layout and content. Look for outdated information, broken links and any design elements that seem stale. Does the website align with current design trends? Is it mobile-friendly, and does it load quickly? Audit your brand as well – from logos to color schemes to messaging. An engaging, user-friendly website with a modern look is crucial for setting a professional tone and maintaining credibility in the digital landscape.

4. Prepare a Crisis Management Plan

As a top Florida crisis management agency, we know that even if you haven’t had to use it, a crisis management plan is a must-have for any organization. Review your existing plan, or if you don’t have one, create one from scratch. The goal is to have a proactive strategy to manage communication if a crisis were to occur. This should include identifying your crisis team, defining a clear chain of command and outlining the first steps to take in the event of a media issue or public relations emergency. A robust crisis communications plan not only protects your brand’s reputation but also provides a framework for quick and effective responses, should the unexpected happen.

By tackling these internal tasks now, you’ll be well-prepared for a successful 2025, freeing up time to focus on more business-generating initiatives in the year ahead. Stay tuned for Part Two, where we’ll dive into external PR and marketing strategies to help you maintain your momentum.

Jen Clarin

Vice President