Spring Cleaning Your PR Strategy: What I Learned from a Lawn Shed

There’s a moment I remember clearly from my days as a lawn care laborer.

I swung open the shed doors at the end of a long winter and just stood there for a second.

Fuel cans half empty. Trimmer line tangled. Blades that probably should’ve been replaced last season. Tools scattered wherever they were dropped in October.

You don’t notice it creeping up on you during the busy season. But when things pause, clutter accumulates. And I learned something quickly during my time working in lawn care:

The quality of the work you do out in the field always ties back to how organized and disciplined you are in the shed.

If your blades aren’t sharp, your cuts aren’t clean.

If your trailer isn’t organized, you waste time walking back and forth.

If your maintenance logs aren’t up to date, you break down mid-season.

It’s the same with PR and strategic communications.

Before Q2 hits and things speed up, this is the right time for companies to step back and do a little “spring cleaning” on their visibility strategy.

Here are four things I see organizations needing to throw out, reorganize, or replace.

1. Throw Out Reactive-Only PR

   
   

A lot of companies treat media relations like a fire extinguisher. They reach out when:

• There’s a press release

• There’s a crisis

• There’s breaking news

Otherwise? Silence.

That’s the equivalent of waiting until your mower won’t start to check the oil. Strong visibility is proactive, not reactive.

Spring cleaning action step:

• Map out the next 90 days

• Identify 2–3 themes your leadership team should consistently speak to

• Build commentary around trends — not just company updates

You don’t need “news” to be relevant. You need a point of view.

2. Toss Out Generic Messaging

This one might sting a little. If your messaging sounds like this:

• “We’re innovative”

• “We deliver excellence”

• “We’re client-focused”

You’re not actually saying anything. Journalists don’t quote slogans. They quote opinions.

The companies that get coverage — especially higher-tier coverage — are the ones willing to say something specific or go against the grain. Sometimes even something slightly uncomfortable.

Spring cleaning action step:

• Develop three bold perspective statements

• Clarify what you believe about your industry

• Identify what you disagree with

Clear positioning sharpens everything else. Just like a fresh blade.

3. Reorganize Your Target Media List

One of the biggest mistakes I see is volume without structure.

Companies blast:

• Too many outlets

• The wrong outlets

• Multiple reporters at the same outlet

• National and trade media the exact same way

That’s how relationships get burned. 

There’s a difference between Tier 1 nationals, top-tier trades, local business journals, and niche publications. Each requires different pacing and sequencing.

Spring cleaning action step:

• Tier your media list

• Sequence outreach intentionally

• Protect your highest-value targets

• Stop equating quantity with effectiveness

Precision beats noise every time.

4. Replace Vanity Metrics with Real Outcomes

   
   

This one separates hobbyists from professionals, and reveals who is actually generating meaningful results.

Vanity metrics:

• Impressions

• Website clicks

• Social likes

• “Mentions”

They look good in a slide deck. But what actually moves the needle?

• Being quoted as an authority in a respected outlet

• Repeated exposure in front of your actual buyers

• Executive positioning that builds long-term credibility

• Inbound inquiries tied to reputation

Spring cleaning action step:

• Define what a “win” actually looks like

• Prioritize outlet quality over volume

• Track momentum, not just mentions

In lawn care, clean stripes on a yard matter more than how many passes you made. PR is no different.

Optional: Audit Your Spokesperson Readiness

You can have the cleanest shed in the world, but if your mower won’t start, none of it matters.

If your CEO or leadership team isn’t media-ready, that’s your weak link.

Can they:

• Speak beyond company updates?

• Offer sharp, memorable soundbites?

• Weigh in on broader trends?

Spring cleaning action step:

• Invest time in tightening talking points

• Practice delivering commentary in plain English

• Move from safe to insightful

• Consider a media training session

Confidence, clarity and memorable sound bites are contagious in interviews.

Final Thought: Clean the Shed Before the Season Gets Busy

A well-run lawn operation doesn’t wait for mid-June to realize everything’s out of order.

They sharpen blades before the grass grows. They organize the trailer before routes fill up. They replace worn parts before breakdowns happen.

Your communications strategy deserves the same discipline.

Q2 moves fast. News cycles move faster. And if your positioning, messaging, and targeting aren’t clean and organized, you’ll feel it when the season picks up.

Take a day. Clear the clutter. Tighten the bolts. Sharpen the blades.

The results show up in the field.

If you’re heading into Q2 and not sure whether your messaging, media targets, or positioning are as sharp as they should be, drop us a line here. Sometimes an outside perspective is all it takes to spot what needs tightening before the season gets busy.