The Matchbox.

Jan. 24

4 Tips for Leveraging Hot-Button Media Issues

When hot-button issues arise in the media, should your company offer to comment? While we don’t advise taking political sides, if your spokesperson has relevant non-partisan industry insight, advice or analysis to offer, it can be a great opportunity for timely though leadership opportunities.

Screen Shot 2016-02-23 at 2.05.22 PMThe agency has been working with client Pace Harmon, a business transformation and outsourcing advisory firm, to provide input for articles surrounding impacts of President-elect and now President Trump’s tech and outsourcing-related policies and Executive Orders. The strategies for leveraging mainstream news stories, however, can be applied universally.

  • Follow the story. You or your spokesperson can’t be a valuable resource or expert on an issue if you haven’t read the latest documents and/or articles about the topic.
  • When reading these stories, take note of the reporter and editor names that are covering the issue. Often times, if the story is big enough – as it has been lately – new reporters will be assigned the beat, often providing more opportunities for education and basic insights on the topic.
  • Make yourself available but agree how far you want to take the opportunity. Timing is everything but time is also precious. Talk to your spokesperson about availability, frequency and priorities for interview opportunities. It can be 24×7 but it also can be managed.
  • Be concise and non-partisan. No matter which side of an issue you or your spokesperson is on, recognize you both are representing the company as whole.
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Dec. 14

Multi-Pronged PR Strategies for 2017

gearsAs the year comes to a close, it’s helpful for marketing teams to evaluate what has worked well and what could use improvement in the new year.

While some companies implement PR as a single stream strategy, a perennial lesson learned is the need for an integrated and cohesive PR program. Ultimately, multi-pronged momentum is a key for long-term media relations and thought leadership success.

Whether you’re kicking off a new PR initiative in 2017 or looking to liven up an already-established program, here are a few tips for getting on track with an integrated PR approach:

1) Track Priority Media Consistently – Just as your industry changes, so does the focus of journalists’ media coverage. Rather than only reaching out to media when you have a press announcement, update your priority media list quarterly and keep tabs on how their coverage evolves. By monitoring articles and beat shifts on an ongoing basis, you’ll likely identify more timely and relevant opportunities for your organization’s spokespeople to comment on.

2) Get In Sync with Marketing Programs – Are there specific marketing campaigns or webinars planned for the new year? Will upcoming product announcements focus on mitigating critical customer pain points? Gather your organization’s main marketing messages – at least for Q1 2017 – and align them with PR initiatives – such as offering on-point advice via contributed articles, quoting opportunities, blog posts and speaking engagements.

3) Elevate Case Studies – Do your customer success stories reflect your organization’s value proposition and speak to your core buyer? If you’re selling to a business user but your case study is focused on a technical audience, you may be missing the mark. Think about the story you want to tell and choose customers with recent examples that align. Then take the time to interview them (if they’re willing to participate, of course) and ask the same questions that you’re typical buyers are interested in. Relatable case studies can serve as a goldmine for generating media opportunities and marketing campaigns alike.

However your PR program is shaping up for 2017, take the time to evaluate how your plans tie into your overall corporate strategy and where improvements can be made to strengthen key media relationships and offer solid thought leadership advice to the marketplace.

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Nov. 16

2017 PR Planning: Don’t Overlook the Here and Now

TargetIt’s hard to believe it is almost Thanksgiving, which means 2017 planning in underway. While mapping out key initiatives for the coming year is important, don’t discount the power of Q4 media relations campaigns.

Following are two ideas for maximizing PR impact during the last part of the calendar year.

Offer 2017 Predictions

Reporters often compile and publish industry forecasts during late Q4, calling on vendors and analysts to share their views of upcoming market trends. Proactively offer your company’s take to reporters, including counter-trend viewpoints that may pique their interest even further.

Arrange Analyst Briefings

If it’s been some time since you briefed major industry analysts, Q4 may be a good time to bring industry influencers up to speed on your company’s evolved marketplace role and competitive position. This strategy also gives you a chance to get on their radar for 2017 reports.

* A version of this post also appeared in the September 2016 issue of The Spark newsletter.

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Oct. 24

Why Long-Term PR Engagements Reap the Most Rewards

PR programs are not a short-term investment. In fact, programs that have the chance to evolve with creative ideas and strategies and a variety of tactics are the ones that most often flourish and succeed. While a short three- or six-month PR project can help determine if an agencup-1615074_1920cy is a good fit, a long-term PR engagement can generate more meaningful results and build a strong corporate profile.

Y&A has been fortunate to work with many long-time clients and, as their PR programs continue and our work relationships grow, we are able to more effectively drive increased visibility for their organizations, thought leaders and products and strengthen their overall marketing plans.

Devoting time to one campaign and then pausing PR efforts can signal a problem if customers, partners and the media notice a slowdown in corporate news and media/marketing activities. Longer engagements make it possible to work toward an organization’s strategic corporate objectives. Closer relationships between clients and journalists can also be created, which can lead to more media opportunities and a consistent pipeline of news coverage.

Companies should treat PR as a long-term investment for success. When clients become longstanding partners, an agency can provide more value to the organization’s marketing team and help support business goals and make an impact on the bottom line.

*This post originally appeared in Y&A’s Spark Newsletter.

 

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Sep. 29

Press Contact a Must: “Who You Gonna Call?”

ghostbusters-1515155_640pixabayThe digital marketing evolution as well as the ease of use in sharing information via social media channels has clouded the need and relevance of the online press center, the place where reporters and others can go for a one-stop shop view of company news, facts and relevant contacts. No longer, it seems, is it deemed a ‘must have’ when there are so many other ways to share company news and facts.

However, what often gets lost when the press center goes away is the PR contact – the name, phone number and email for the person in your organization who reporters can easily reach to discuss press opportunities. Many companies today (except public companies which must disclose IR contact) no longer openly share the names of the press contact, much less their email address or direct phone number due to spam, telemarketers, etc. The problem is that this can make it hard for reporters to connect with the right company spokespersons – especially when on deadline. Unfortunately general PR email addresses and voicemail boxes get crowded quick and it is easy for timely requests to get lost or misdirected.

The role of the PR contact – or any company spokesperson – is to help ensure that correct and consistent company information is shared and so the company has a chance to decide if they want to participate in a media opportunity. Without a clear company press contact – reporters may try to get any company employee on the phone.

Do you want growth goals that were shared in a town hall meeting broadcast to a reporter? Do you want to use resources on an opportunity that may end up being pay for play? Is there an opportunity to segue a reporter inquiry into a larger story or share an upcoming development? Or, is your PR team already working on strategy for this story or news outlet? These are all good reasons to ensure you have a PR or media contact listed on your website. This should be the person responsible for the PR program or your external PR team lead – someone who knows media relations protocols, company sensitivities and facts and can and will respond to the reporter in a timely manner.

So, go now. Check your website. Has this detail been overlooked at your organization? Who are reporters gonna call now?

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Sep. 08

Ready for Analyst Relations?

Industry analysts hold significant power across many markets. Big-budget enterprise buyers often take their vendor and product advice and recommendations as gospel and rely on Magic Quadrants and Wave reports to create short-lists of vendors to consider before making purchases. It’s no wonder that companies want to establish close relationships with key analysts.

However, simply getting in front of the analyst community doesn’t guarantee a favorable recommendation. Many analysts hold strong opinions and if your product or service doesn’t wow them, your company may never recover from initial lackluster first impressions.

An essential part of analyst relations success is establishing a rapport with analysts including ongoing dialogue around their view of the market and how your product will fulfill demand in the long term. Here are four tips to help evaluate your analyst relations readiness.

1) Tell Your Story – Can your executive spokespersons quickly and clearly articulate your business offerings, the problem or issue you address in the marketplace, and the key differentiators of your product or service? Get the nuts and bolts of how you describe your company straight before presenting to an analyst.

2) Secure Customer References – Often analysts will be curious to hear directly from customers – or at least see a list of customer names – to demonstrate the real-world applicability of your products and how they mitigate their pain points. Even if it is a pilot program or beta customer, showcasing how your offering works in a real way is invaluable.

3) Know the Competition – A major piece of an analyst’s job is to survey and understand the greater marketplace, including becoming familiar with the competitive landscape. Do your research on competitors before engaging with analysts and be prepared to talk to your strengths, but steer clear of blasting the competition directly.

4) Be Open to Criticism – Forging a productive relationship with analysts requires two-way communication. You may be great at presenting your company’s vision, but are you ready to hear analysts’ feedback – including criticism? They may identify a hole in your overall strategy or challenge your product direction based on what they are hearing from marketplace customers. Listening to their feedback and productively discussing your organization’s direction can help you drive growth opportunities for the future, if you’re open to it.

 

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Aug. 29

Ten Tips for When the News Well Runs Dry

Every organization experiences a lull in corporate news. That doesn’t mean PR efforts should go dark. In fact, these quieter periods represent an excellent time to reconnect with journalists with fresh article ideas or about upcoming stories to determine if a spokesperson can be a resource.

Here are ten to-dos to help energize PR initiatives when the news well runs dry.

  1. Send quick touchwaterfall-77676_1920-base emails to close reporter contacts to determine if they need a resource based on one of your key subject areas.
  1. If a client is willing, pitch a customer case study article to a target publication. There is nothing better than a client testimonial.
  1. Try reaching that journalist you haven’t quite been able to connect with via a short introductory pitch presenting how you can work together.
  1. Use this time to develop a contributed byline article based on a strong viewpoint or industry trend.
  1. Review target journalists’ recent news stories and pitch a follow-on story if you or a client can provide further analysis or a new take.
  1. Take a look at any key organizational milestones over the last six months and develop content for a half-yearly or annual achievements press release.
  1. Review HARO newsletters closely for any potential media interview opportunities.
  1. Check editorial calendars to ensure you aren’t missing a chance to contribute to a target publication.
  1. Monitor Twitter in the event journalists are seeking content via social media.
  1. Recharge at the gym, salon or happy hour and start fresh in the morning.
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Aug. 11

Content Marketing Run Amuck?

Nearly every corner of the Internet today offers self-publishing platforms that give mere mortals instantaneous thought leadership status, or so they think.

The opportunity to publish content and the ever-increasing consumption of content has reached a crescendo — according to Google News, 18 million+ online articles were published in Q2 2016. And with it has risen a crowded market of content marketing agencies and professionals touting their services to make anyone and everyone into an overnight guru. Even prestigious online publishers like Wired and Forbes have gotten into the game.

While there are some admittedly talented agencies and professionals out there, I have seen on too many occasions lately the fever-pitched drive to over-produce content for the sake of getting it published, regardless of the platform or more importantly the meaningfulness of the content.

For BtoB technology-driven organizations, of which we have represented a diverse and large number, their content investments should be strategic and driven by a goal to ultimately encourage a qualified reader to learn more about their organization, the industry and its innovations. Content should be developed with an overall endgame in mind that is more than a check mark off the list.

*Note: A version of this post also appeared in the July 2016 issue of The Spark newsletter.

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Jul. 11

The Art of the Phone Call – It Still Matters

phoneIn today’s technology driven world many of us rely on email, messaging apps and texting to communicate with clients, vendors, media, family, friends. Even my 7 year olds love to text their grandparents. With work, we are lucky to no longer be tethered to an office, or even a specific desk, to communicate (although my FitBit tells me I’m tethered in other ways).

But something is lost in not actually talking.  You can spend a lot of time crafting what you think is a detailed, well-articulated email or text – only to have it misunderstood or skimmed by the reader.

Much of the art of communication can be lost in the written word. Picking up the phone has become an anomaly today. But it is amazing how much a quick phone call can clear up confusion, articulate tone and more effectively deliver a message – you have someone’s focused attention.

So, as summer continues to fly by, and when no doubt more people are working remotely and trying to do more with the daylight hours, I vow to pick up the phone more. Let’s not lose one of our best ways to communicate – with our voices – and truly connect.

*Note: A version of this post also appeared in the May 2016 issue of The Spark newsletter.

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Jun. 27

PR 101 for Start-Ups

Start-ups are an interesting breed when it comes to public relations and thought leadership. On one hand, they are in growth mode and have a lot of activity – and often great progress – to share, whether executive team hires, new office openings, major technology releases or industry partnerships. However, they are often trying to raise rounds of funding or boot-strap their growth without overspending, which can result in limited PR investment options.

I recently attended Boulder Start-Up Week and had the opportunity to hear from local early-stage company leaders and network with some impressive local entrepreneurs. While clearly of the innovation mindset and developing solid products and service offerings, many of them were unsure how to establish their brands without plunking down the equivalent of their quarterly operating budget for a big or trendy PR firm.

Instead of going with a discount PR shop or hiring an intern to manage PR, start-ups should consider a strategic, targeted PR program from an experienced PR partner. A focused, core PR program can help elevate a new brand while developing a voice in the marketplace. Here are some ideas:

— Get Your Brand Messaging Right – One of the keys to a successful PR and thought leadership campaign is the ability to clearly articulate what your business does, the demand it fulfills in the marketplace (including what problem or pain points it helps solve) and your main differentiators versus competitors. A sound PR team will take the time to get these elements right before engaging with media or industry analysts, including gaining consensus from the founders and/or senior leadership team, as the core messaging should be used across all marketing efforts for brand consistency.

— Commit to Your Audience – It may sound cliche, but if you’re trying to be everything to everyone, then you’re nothing to no one. Savvy buyers – whether enterprise or consumer – want to do business with companies that specialize in what they’re offering. They seek out the experts who can deliver real advice to match their needs. Take the time to identify which segments of the market you’re currently serving and squarely place your marketing emphasis there. It doesn’t mean you’ll never expand beyond the initial audience targets but it allows you to put a  stake in the ground and to build your business around specific buyer profiles, e.g., company size, buyer titles, vertical markets, etc.

— Showcase Real-World Case Studies – The best way to prove your product or service’s effectiveness and establish industry clout is to share success stories from users who trust your brand and can present real-world results. It is common with start-ups to showcase customers who have helped you evolve your product – these initial customers or beta users are often willing to tell their stories if you’ve been a solid partner that has helped them improve their business.

In the world of start-ups, PR should be an evolving initiative that helps the business progress by building clear market reputation and visibility. Founders and leadership teams will be best poised for a successful market entry if they focus on the core PR elements – the ones that are most impactful for startups looking to make it to the next stage of the game.

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