Vantage Point Article Library
[Vantage Point Article Archive]
IT services companies, for the most part, are sales-driven. Marketing budgets are typically small and, therefore, they need to be efficient. Public relations (PR) can be a cost-effective strategy for getting the attention of your market. With more credibility than paid advertising, PR is a powerful tool for generating awareness. But beware: While PR is cost-effective, it doesn’t afford the control that paid or controlled marketing promotions do, so don’t rely solely on PR to get your information into the hands of your target audiences.
Here are six guidelines for getting started with an ongoing PR program.
First, develop 3 to 4 key messages that distinguish you from competitors. Include these in every communication. Whether it’s low price, experience, etc., back up each key message with facts that keep reinforcing the message. Say it over and over again in different ways. Examples: In a case study, have your customer emphasize how reasonable the price was for the project you completed; in your press release boilerplate describe the criteria your consultants must meet in order to join your firm.
Second, develop an online press room that includes a company fact sheet—this is like a brochure for the media and the foundation of any PR effort. Additional items may include biographies and photos of executives, press releases, white papers, company brochure and product/service sheets. Include links to your Twitter feed, company Facebook page and executive profiles on LinkedIn.
Third, identify media (trade and general business publications, blogs, online and social media, associations, newsletters, and so on) that your target audience (including prospective investors, clients, distributors, etc.) reads, watches, and listens to. Many publish their editorial mission on their website. This is your ‘prospect list’ for media outreach.
Fourth, review editorial calendars for topics about which you have a case study, white paper or other interesting topic that relates the designated feature. Then, craft a one- or two-paragraph abstract and pitch it to the writer/editor. When doing blogger outreach, personalize your pitch and explain why your story is important to the blog’s readers. If the publisher writes his or her own stories, be prepared to submit contact information. If the publisher accepts bylined articles, blogs or other content, pitch thought-provoking ideas based on current trends and events that are impacting the industry. These are ideal for communicating the expertise of your firm and its leadership.
Fifth, find out who at each outlet should receive what types of information about your company’s activities. Larger media have larger staffs with diverse specialties. Smaller media staff members each wear many hats.
Last but not least, the all-important press release. To be effective, there needs to be a steady stream of newsworthy information about your organization and projects, including:
Steady is an operative word for press releases. Sporadic won’t help you build rapport with editors/writers, nor will it yield the kind of business results gained from multiple exposures in multiple media outlets. It’s like sales: You can’t expect results if you don’t build a relationship and only send an email twice a year!