Read our latest Spark newsletter for investment PR tips, analyst relations fundamentals, and when it makes sense to “pay to play” in PR. https://bit.ly/2XCIvYc
Industry events provide an excellent forum for meeting with journalists who write about the target vertical markets you serve and building a strong rapport with valuable face-to-face meetings. Taking the time to contact journalists in advance is critical to fitting into their busy conference schedules, but well worth the time invested. B-to-B organizations that can include a client spokesperson in the on-site interview can make the conversation and potential stories really come to life.
Young & Associates recently coordinated media interviews for our microlearning platform client Axonify at ATD 2019 in DC as well as for our international education client Terra Dotta at NAFSA 2019, also in DC. Stay tuned for the resulting media coverage.
It often looks like a fit of starts and stops â€“ a press release here, a byline article there, perhaps a few media interviews at a conference, all followed byâ€¦silence. This haphazard PR approach is often symptomatic of stretched-thin marketing teams who are struggling to execute on a strategy that ticks all the proverbial boxes but doesnâ€™t result in much to show for. Whatâ€™s missing? Momentum.Â
Collective PR Planning Critical
The best PR programs produce collective results that reflect the efforts of a combination of ongoing tactics that drive meaningful results in support of business outcomes. This can be accomplished with a proactive media and analyst relations plan, including frequent communications touchpoints among team leaders to ensure the overall PR strategy is evolving with the business. However, this doesnâ€™t just happen overnight â€“ marketing teams and their PR leaders/agency must collectively plan for ongoing proactive media announcements and engage SMEs ahead of time to ensure proper timing.
Extend Marketing Campaign Activities Through PR
Additionally, if a marketing campaign is planned around a particular initiative â€“ such as a compelling industry research report â€“ the PR team should do more than just issue a press release about the results. Rather, they should pitch contributed articles with a deeper dive and unique analysis on the findings, write a blog post with actionable takeaways, evaluate upcoming conferences for a speaking slot on the research impacts, and develop a helpful infographic for media to use alongside possible story coverage.Â
The trail of momentum created by cohesive PR plans and initiatives significantly helps elevate an organizationâ€™s brand, as well as creates stronger buzz around specific marketing campaigns â€“ which ultimately help drive more sales.
Awards programs offer growing and established companies additional credibility among employees, clients, prospects and thought leaders. No matter your size or industry, there is likely an award your company is eligible to submit for. But not all awards programs are the same. Some require a fee, employee surveys, lengthy essays or case study references, while others ask only for basic company information. Here are a few factors to consider in setting an awards program strategy.
Set a Budget
Paying a fee to participate in an award program has become fairly standard. Donâ€™t let it deter you. Evaluate the field of relevant awards over the upcoming budget year and consider the relevance and impact, submission criteria, prestige and price.
To Survey Employees or Not
â€śBest workplaceâ€ť awards typically require a bit of leg work, which can pay off with thoughtful effort. Often managed by the HR department due to recruiting implications, these awards often require a certain percentage of employees to complete a survey. When looking at the potential roster of awards, consider how many will require your employeesâ€™ time as well as how likely your employees are to comply and give the company good marks.
Competing for General Business Awards
There are select organizations whose business model revolves strictly around award programs and events. Donâ€™t discount these opportunities as they can help jumpstart an awards program and often donâ€™t require lengthy submissions.
One thing awards programs will force a company to examine is how comfortable they are with certain confidential info, e.g., employee numbers, revenue growth. Clarify what information will remain confidential. Often it is percentages that are published versus raw numbers.
Check out the March 2019 issue of the Y&A Spark for insights into Successful Awards Program Strategies, Maintaining Brand Dignity and More https://buff.ly/2WkRxJtÂ
While PR initiatives often generate valuable market presence and thought leadership for organizations, they are often siloed from other marketing activities. To drive more value from PR and marketing activities alike, teams can more closely collaborate through shared strategies and metrics. Following are some tips to get started.
Integrate Campaigns â€“ If your company is making a major marketing push around a particular industry trend or issue, use it as an opportunity to extend your voice and message across PR channels too. For example, offer byline articles that reinforce thought leadership points shared on a recent webinar or at a recent conference speaking engagement.
Align Metrics â€“ Marketing activities, particularly demand generation initiatives, are expected to drive qualified leads and sales lift. PR activities support this goal by elevating a companyâ€™s market visibility, brand recognition and thought leadership. Take marketing metrics up a notch by tracking PR-related impacts such as website traffic spikes due to press releases and media mentions, as well as offering refreshed website content on those daysâ€”such as an actionable blog post.
Cross Promote Customers â€“ Securing customers to speak favorably about your products or services is one of the most effective sales vehicles. However, marketing and PR teams sometimes spar over customer requests to avoid asking too much of them. Instead, teams can increase their ROI by working together to involve customers in one interaction that can be used for multiple opportunities, e.g., case study, Q&A email campaign, award submission.
This article originally appeared in an issue of The Spark newsletter.
While some marketing programs put â€śthought leadershipâ€ť into a catch-all category including thinly-veiled marketing articles, effective thought leadership programs go beyond self-serving topics or “how-to” articles and instead highlight new trends and strategic guidance on addressing buyersâ€™ critical pain points. Following are some tips for forging or re-imagining a strong thought leadership program:
Go Beyond the Basics
Your target buyers already know the foundational elements of your industry, so repeating this information is the quickest way to invite them to tune out. Instead, demonstrate your depth on industry challenges or new trends that have real impacts on their day-to-day operations and bottom line.
Offer Contrarian Viewpoints
It goes without saying that there is often general consensus on major industry shifts, especially when backed up by research. However, there is always room for different perspectives on how best to address these developments or if new or different methodologies could help take the industry forward more quickly.
Address Nuanced Problems
As the evolution of industry issues tends to shift over time, discuss the particular angles that are currently impacting the industry. Reference relevant market examples and offer real-world guidance so customers and prospects know that your business understands how to address their current needs.
*This post originally appeared in the December 2018 issue of The Spark newsletter.
December is often a quieter period publicly (with the exception of those in the retail space), as marketing/PR and product development teams are dizzily working toward an early Q1 product launch or another major company-wide initiative to make some noise and sell, sell, sell. For PR pros, itâ€™s easy to get caught up in the frenzy and forget to review the past yearâ€™s successes and challenges and consider how you plan to move forward strategically in 2019. Here are some winning strategies to help steer the course for your PR plans in 2019:
- Dig-in to Earned Media Coverage â€“ While helpful tools can monitor media coverage, such as TrendKite, donâ€™t rely on them as your sole source of PR truth. Analyze the biggest media wins that had the most impact on your business vs. just a total number of media mentions.
- Review Company and Product Messaging â€“ In preparation for 2019 initiatives, review key external messaging to ensure it still resonates with buyers and influencers. Markets fluctuate, as do the reasons for buying, so itâ€™s likely the messaging used at the beginning of 2018 may not be relevant for 2019.
- Less is More â€“ The simple truth is that â€śspray and prayâ€ť rarely works. Talk to sales and BDO teams to determine which markets are ripe for PR outreach. Meaningful, well thought-out initiatives to a targeted group are far more successful than generic campaigns to the masses.
*This post originally appeared in the December 2018 issue of The Spark newsletter.
When marketing budgets are tight, teams may question whether to retain an external PR agency versus handling PR in-house. However, in a 24/7 media environment, fast-growing organizations often need the backing of an external agency to effectively meet the demands of supporting communications with important stakeholders â€“ customers, prospects, employees, investors and more across various platforms.
A full-scale agency brings a level of breadth, depth and expertise in a wide variety of support areas, e.g., media relations, analyst relations, crisis management, social media, employee communications. With this level of knowledge and multiple PR executives to gain insight from, an agency partner can be nimble and provide targeted support as needed.
Also, PR agency executives bring a valuable outside perspective. Making strategic PR decisions can sometimes be difficult for internal executives who are very close to product development and messaging or just stretched thin altogether. For example, gauging whether a new product is newsworthy can be tough. An agency can offer a third-party view and help the internal PR/marketing team make validated decisions as well as help set expectations for the C-suite.
That being said, successful PR agency / client relationships require a supportive PR liaison within the company to drive day-to-day activities, share organizational changes, gain quick access to company executives and more. This collaborative partnership approach offers organizations an ideal combination for generating PR success.
The media landscape is constantly changing and same goes for PR. No matter whether you choose to work with a PR agency or not, there are some key nuances in interacting with the media that all marketing professionals and/or executives with an eye on PR should understand.
- Not all media outlets are the same. Some publications are news driven and likely focus much of their content on changes in the industry and the impacts on end users. While some are more open to vendor news than others, news-driven outlets are prime targets to promote an announcement or press release.
- Advances and pre-pitching matters. While embargoes should be reserved for significant news, advances and pre-pitching press releases before they are made public is a PR best practice most industry news outlets appreciate. There are always exceptions to the rule, but giving reporters time to research, interview and report on the news before it is made public enables them to produce more robust stories the same day the news is released.
- Some outlets are more insight or opinion driven. These outlets may not cover news at all and instead rely on contributed content from industry players.Â For publications that focus on insights – it is important to note that thought leadership must go beyond your own value proposition and it must be unique and not a veiled marketing or product pitch. While getting to these unique, value-added insights can be a challenge once those articles are produced, there are often numerous ways to slice and dice them to get maximum mileage.
If you are working with a PR agency, these are 101 best practices they should understand about your priority media targets and be able to discuss.