Increase Your Media Coverage with these Two Basic PR Tips

In 2009, we saw a lot of “innovative”, cost-cutting PR strategies — however, many companies may have cut corners to the point of potentially compromising the basics of a sound program. As stated by Naylor Gray, Frost and Sullivan Director of Global Marketing, in a recent Businessweek article, ”with recovery expected to take hold in 2010, marketing teams need to review their basic blocking and tackling to ensure that the fundamentals of their programs are on strong footing.”

Getting “back to the basics” of proven PR tactics can help provide a consistent stream of media coverage resulting in increased industry credibility and more interest from potential customers.

A real opportunity exists for companies that can consistently position their company in front of key issues and trends that truly concern the media. In doing so, companies become an invaluable resource to the media.

Here we’ll discuss two basic but proven PR tactics that can be utilized to help companies build credibility, trust and interest with key media and bloggers by fostering these relationships based on an industry-centric vs. product centric approach. Future-focused companies that provide meaningful insight and guidance to support buying decisions (vs. just marketing fluff) are often rewarded with more press coverage, better lead generation results, and a shortened sales cycle.

#1. Editorial Calendar Tracking

As much as social media can be a great avenue for starting and generating conversational trends, traditional main stream media (MSM) continues to have a huge influence on major topics of interest. Because MSM outlets operate on an advertising budget, they must secure ad sponsorship and leverage editorial calendars to attract potential advertisers. Most often, these editorial calendars are published a year in advance and can be a great way for your company to start the buzz about a topic.

TIP: Go get the editorial calendars from your top industry trade publications to find out what they are planning to publish in print. Then you can start blogging and writing articles for online syndication a month or two in advance of the print publication issue. This gives search engines the time to index your content providing high visibility for the topic once the publication hits the street.

#2. Rapid Response Program

“Rapid response” PR campaigns are a proactive strategy used to build relationships with media and bloggers by establishing a company’s spokespeople as industry experts and good news sources. It’s designed to keep your company on the cutting-edge of interesting news trends and is one of the ways to help elevate your company into a broader industry category with more press appeal.

TIP: After selecting 4-5 hot topics your company can speak to, begin to monitor news feeds and blogs. Every time a story about one of the selected topics is written and does not mention your company, contact the editor or blogger with positive feedback on their story and a gracious introduction to your company with an offer to help with future articles. Over time, you’ll build great relationships with key influencers and can work your company into the pages of high profile stories on a consistent basis.

While implementing fundamental PR strategies may take more planning, resources and budget, ultimately this approach can yield better results. Going beyond a “knee jerk” or “cookie cutter” approach to PR can help transform your company from an upstart technology player to an industry leader.

Tried and True PR Strategies for a Prosperous 2010

©iStockPhoto/pavlen

©iStockPhoto/pavlen

Out with the old, in with the new? Not necessarily.

Let’s face it. A lot of business folks jumped on the social media bandwagon in 2009 with little or no results. While social media tactics will continue to be a vital part in a holistic PR program, most specifically around SEO and brand reputation monitoring, B2B companies can benefit immediately in 2010 from tried and true public relations tactics that have stood the test of time.

First of all, it’s important to remember that while print circulation last year plummeted, the number of unique visitors to newspaper websites grew by 15.8% to 65 million. Though the news media still struggles to figure out how to make $$$ from journalism, the audience is present and accounted for. As we reported in a past blog post Traditional PR is Not Dead, IT buyers from leading companies reported that trade publications are the #1 resource they utilize for identifying new products and services.

Over the next few weeks, I’ll be sharing some of the top PR tactics that have yielded results for our clients without fail. Leveraging customer and partners in marketing/PR activities consistently tops the list. As one of our industry analyst friends stated in a client briefing, “the most believable and powerful message is always coming from the customer – if vendor companies want to be successful, they need to incorporate customer testimonials in every marketing campaign.”

Without doubt, customer testimonials can greatly enhance the credibility of a company and result in increased sales and media coverage. When customers talk favorably of your product or service, they send a free, believable and targeted marketing message. Customer endorsements can be used in a variety of marketing mediums: media/analyst outreach, collateral, thought leadership events, social media and/or inclusion on the website.

Many companies fail to engage their customers and partners because they lack a focused program to identify key customer spokespeople or they do not present a compelling value proposition to secure their participation. Self-centered requests for a product endorsement often fail. Successful programs are based on answering a potential spokesperson’s question of “What’s in it for me?” before you approach them. Many times, it takes some “thinking outside the box” to get customers on board. Smaller customers with a great story/interesting application and evangelistic spokesperson can be just as effective as a major customer.

Here are some tips for successful involvement of customers in your PR efforts:

  • Develop a compelling “win-win” proposition and utilize innovative/focused programs to help secure customer/partner support
  • Identify hot industry trends and potential customer evangelists who share thought leadership vision around this trend and may be looking to gain industry visibility
  • Secure a solid list of reference accounts who are consistently supporting your PR activities at various levels
  • Look beyond the obvious suspects (top customers) to see who might be leveraged in your campaigns (BOD members, technology partners, investors, etc.)
  • Leverage customer testimonials in every PR activity so it becomes the customer that is telling your company’s value proposition
  • Build a company “fan base” and increase potential of word-of-mouth marketing by leveraging fans and testimonials in social media channels

Bottom line, customer and partner participation is the key to highly effective public relations campaigns that produce greater brand awareness/credibility and ultimately enhanced sales results.

In my next post, we’ll take a look at the power of editorial tracking and rapid response tactics.

Wishing you a happy and prosperous New Year!