It's a common goal in marketing to tell a story with the most impact and the best returns. Though the opinions about what the components best utilized for this purpose and the ideal outcomes differ, there are a few common traits that make a campaign or concepts work for your companies best interest. Here are a few based in one of 2014's best marketing resources-PR.
1. Choose a great writer. I've read just about every type of material obsessively my whole life and can articulate concepts from the most simplistic to complex quite easily. I 'hear' the tone when I need to use the voice of an announcer, a disclaimer, a promotion and other common forms of communication. Telling a story can be simple for some of us, but for others, it's not so easy. If you choose to engage in PR, make sure to adequately screen your writer and have more than one person review the piece before it is published. Though it may be easy to comprehend for the inner circle of your business, it's those that are not familiar with your product or service that are the goal of a PR campaign. Make sure that your writer is using the right vocabulary, tone and messaging to illicit the response you are looking for.
2. Have a focus. PR isn't about pitching your new idea, it's about conveying that new idea to the general populace within your market and getting feedback, customers, new partners, etc. The idea of a press release is to tell your story, but also to have news that is compelling enough to get consumer response. If you decide you have news, focus on what the result is from that news, what you'd like your reader to do next and how the individual piece will build on your story and brand. Without a focus, your efforts may not return the results you desire.
3. Sent it, send it. Include your piece in the company newsletter, archive it on your website, send it to key partners and local publications. It's imperative that you continue to expose those who are of value to what you are doing. Though PR can be a direct sales mechanism, this is not the purpose. Having your story, goals and achievements represented in the news media and to stay online is a value you can revert back to again and again. Take one recent example. MicroMix USA has made some incredible headway in the fields of bio remediation, water treatment, agriculture and other arenas. As a response, we had feedback from customers using the product that there was a noticeable decrease in the mosquitoes in treated areas.
This was news and there were benefits to releasing that news to the public. We were looking for more Universities to study results, create new testing scenarios and also to provide outcomes to the end users of the product. We produced a piece that cost $550 to the client and came back with two hundred, eighty-four news outlets across the globe that syndicated the piece including International Business Times, FOX in many markets and other valuable news outlets. Though the initial response was fantastic (especially given the price), the long term results are still coming in day-by-day, adding to our story and conveying our solution to those looking into possibilities for their own needs. We continue to link, send and engage individuals in this news and thus add to our long term standing online and residual revenues.
Public perception of your business is of critical importance and PR gives you the opportunity to represent your business, your purpose and results with returns that will continue to grow your base of clients and consumer confidence.
Make sure you are newsworthy, find a great writer, have a clear focus and then share away. With the Internet and traditional media available, there are many opportunities to grow your business while sustaining long term growth through telling your story in your own words. The power of great PR cannot be underestimated, please let us know what questions you might have for your next or first release.
1. Choose a great writer. I've read just about every type of material obsessively my whole life and can articulate concepts from the most simplistic to complex quite easily. I 'hear' the tone when I need to use the voice of an announcer, a disclaimer, a promotion and other common forms of communication. Telling a story can be simple for some of us, but for others, it's not so easy. If you choose to engage in PR, make sure to adequately screen your writer and have more than one person review the piece before it is published. Though it may be easy to comprehend for the inner circle of your business, it's those that are not familiar with your product or service that are the goal of a PR campaign. Make sure that your writer is using the right vocabulary, tone and messaging to illicit the response you are looking for.
2. Have a focus. PR isn't about pitching your new idea, it's about conveying that new idea to the general populace within your market and getting feedback, customers, new partners, etc. The idea of a press release is to tell your story, but also to have news that is compelling enough to get consumer response. If you decide you have news, focus on what the result is from that news, what you'd like your reader to do next and how the individual piece will build on your story and brand. Without a focus, your efforts may not return the results you desire.
3. Sent it, send it. Include your piece in the company newsletter, archive it on your website, send it to key partners and local publications. It's imperative that you continue to expose those who are of value to what you are doing. Though PR can be a direct sales mechanism, this is not the purpose. Having your story, goals and achievements represented in the news media and to stay online is a value you can revert back to again and again. Take one recent example. MicroMix USA has made some incredible headway in the fields of bio remediation, water treatment, agriculture and other arenas. As a response, we had feedback from customers using the product that there was a noticeable decrease in the mosquitoes in treated areas.This was news and there were benefits to releasing that news to the public. We were looking for more Universities to study results, create new testing scenarios and also to provide outcomes to the end users of the product. We produced a piece that cost $550 to the client and came back with two hundred, eighty-four news outlets across the globe that syndicated the piece including International Business Times, FOX in many markets and other valuable news outlets. Though the initial response was fantastic (especially given the price), the long term results are still coming in day-by-day, adding to our story and conveying our solution to those looking into possibilities for their own needs. We continue to link, send and engage individuals in this news and thus add to our long term standing online and residual revenues.
Public perception of your business is of critical importance and PR gives you the opportunity to represent your business, your purpose and results with returns that will continue to grow your base of clients and consumer confidence.
Make sure you are newsworthy, find a great writer, have a clear focus and then share away. With the Internet and traditional media available, there are many opportunities to grow your business while sustaining long term growth through telling your story in your own words. The power of great PR cannot be underestimated, please let us know what questions you might have for your next or first release.
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