These are tough times.
Progressive companies, however, look for opportunities within chaos and challenges.
Now, more than ever, remember two essential facts for marketing communications success, especially when times are tough:
- Even under the best circumstances, it requires an average of 8 contacts before a potential customer even notices your message. If you pull in your horns and stop distributing newsworthy content you’ll make it hugely difficult to become visible again when times are better.
- Cliches exist because they are rooted in truth. The best example for this conversation: “Out-of-sight means out-of-mind.” Prospects and customers forget quickly. This is a “what have you done for me today?” world. If your competitors are actively promoting themselves through public relations you will not only be out-of-mind, you will be out-of-sales.
Innovative organizations today are ramping up their public relations to amplify the amount of positive visibility they are gaining in key print and online trade media for their products, services, desired image in the marketplaces, and key messages of differentiation.
Achieving a high level of P.R. placement, these days is made more feasible by the fact that trade media are operating with very thin staffs. As a result, they are looking to others to contribute newsworthy information of value to their subscribers and readers. You can help them by helping yourself.
Remember, that in times of stress and crisis, people need and seek out information more than ever. Companies that provide such input will get the edge in purchasing decisions.
Several recommendations about achieving great P.R. placements:
- Be consistent. A few releases per year will not accomplish much. You need to be knocking on the doors of key trade media on a regular basis.
- Don’t forget the phone. Follow-ups to e-mailed press releases can help in establishing a positive ongoing rapport with editors.
- Send only content that has true value. Don’t bother editors with fluff pieces or releases that are obviously just hardcore sales propaganda. Build your message into an educational or instructional framework. Focus on how your products or services provide solutions to problems. Use case studies featuring testimonials from your satisfied customers whenever possible.
- More is not always better. Make sure you are distributing to trade media of relevance to your marketplaces. Some companies spend considerable time and money distributing to media that serve audiences with no interest in what they have to offer.
As always: if you need help building, implementing, and maintaining a highly effective public relations programs, reach out to Kelly Snell Marketing. This is what we live for — during both bad times and good times. Let us help you make the tough times better!
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