Why A Post Mortem Can Help You


So you’ve worked with a brand, you’ve posted the post and everyone’s happy. That’s it, right? Of course not! There’s so much more that you could be doing, which will make you more memorable to work with next time – a on going partnership with a favourite brand is always a good thing!

At the very minimum, you should be sending the brand or your PR contact an email after everything is done, and you’ve received the payment, to say thanks and that you look forward to working with them again in the future.

However, if you want to stand out from the others, then sending a post mortem to your contact will make you much more memorable, and it won’t take too much time to set up. A post mortem goes through what was done, what the outcome was, and what you will do to complete the task. Ideally, you would send this over to your contact a few days after the main event –

Things that you could include in a post mortem:

  • The brief. What did you agree to agree to do for the brand – what links did you agree to use, what hashtags, how many items, etc.
  • What you’ve done so far. At the point that you send this over, you’ve probably posted a few items on social media, so you could include things like screenshots of the posts, links to the posts (if possible – obviously you won’t be able to link to an Instagram story)
  • What the reach was on each of the posts. There are so many statistics that you could provide in this section – how many views your IG stories gained, how many likes and comments any Instagram posts got, what the reach was on them (if you have converted your Instagram account to a business one)
  • What other items will be posted. For example, if you’ve got a blog post going up on a certain day, you could send over the draft of the post with copies of the images to be used. If you have any more Instagram posts to go up, send over the copies of the images and the captions that you’re going to use. If you’ve already got the posts already scheduled to post automatically, you could also include when they will be published.

Creating this document is a great idea because it will make you much more memorable and is not just helpful for the brand (as it makes their job easier!) but it’s useful for you as well to use for future collaboration proposals.

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