It’s that time again when we reflect on the year behind us and attempt to improve the year ahead – or at least until early February, when research shows 80% of New Year’s resolutions meet their doom.

In the worlds of marketing and PR, we know it can require a longer-term vision – and smart strategy – to make an impact. So this year, instead of making short-lived resolutions, strive to make “lifestyle” changes that can be sustained year-in and year-out.

We’ve translated five of Time’s Top 10 Commonly Broken New Year’s Resolutions to help us marketers and PR pros make a few positive changes to our day-to-day in 2017. Here’s to making and keeping the following five resolutions.

  1. Lose Weight & Get Fit

    During the holidays, we’re overwhelmed with cookies and sweets. In the everyday, we’re weighed down by our bulging inbox. Trim the fat and get organized. Is the email you’re about to send really necessary? Some of my colleagues swear by the “Zero Inbox” methodology; others are experimenting with a different way of organizing their inbox by deadline instead of subject. Find what works for you and get your inbox into shape. You’ll stress less, and likely be more effective and efficient in all aspects of life and business.

  2. Learn Something NewRegardless of your industry or role, never stop learning! Read, network, experiment, stretch beyond comfort zones. By exposing yourself to new and different experiences and people, I guarantee you’ll generate more and better ideas. And you’ll prove the adage true: you learn something new everyday.
  3. Save MoneyTreat your clients’ money like it’s your own. Budgets are almost always tight, even with the blank slate of a new year. Help clients optimize resources by ensuring your communications plan and strategy is uber targeted to reach the right audiences in the right places at the right time. Big, bold (and expensive) ideas are sexy, but will they really reach your goals?
  4. Travel to New PlacesOr at least the places where your clients (and their target audiences) are. Seek opportunities for face-to-face interaction. It strengthens relationships and uncovers – or at a minimum, confirms what you already know – new information about needs, challenges and opportunities.
  5. Drink LessDon’t overindulge in or allow yourself to be waylaid by the negative. Focus on the positive and drink in the opportunities that arise with every new challenge. By seeing the bright side, you’ll be less likely to drown in the details.

Benjamin Franklin is credited with saying, “Be always at war with your vices, at peace with your neighbors and let each new year find you a better man.” It’s a quote I find helpful in reminding me to confront personal (and professional) challenges and set feasible goals to improve myself, my relationships and my work style. Here’s to our success in 2017.

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For nearly 15 years, Jen Zottola has helped bring clients’ stories to life – through media opportunities, digital and marketing content, executive presentations, employee communications and more. Fusing creativity with strategy, she crafts compelling, award-winning copy proven to reach and resonate with the right audiences in the most impactful ways. As editorial director, Jen collaborates with clients and account teams to provide counsel on messaging and voice, as well as writing and editing support. Her creativity isn’t reserved only for writing; Jen also gets a kick out of party- and event planning.