Every B2B company has its own identity, target market and products or services. But all have one thing in common. Each wants to be perceived as a leader in its chosen market space, and each wants to gain as much publicity as possible while spending the least amount of time and money. This is true for our Fusion Marketing Partners clients, and it is equally true for your organization. Here are a handful of ideas about how to think outside the box and come up with messaging ideas that will get you noticed and drive response.
Make it personal – There are two important ways to make your PR personal. First, by the tone of your communications – focusing on the human side of your target audience. Communicate in the spirit of a person talking to another person, not as a company talking to nameless and faceless prospects. The second part of being personal is to base your PR on a key executive who has special and acknowledged expertise in your chosen market.
Make it fun – People like to do business with people they like. One of the best examples of a fun personality combined with great business acumen is Herbert D. Kelleher, founder of Southwest Airlines. When asked what made Southwest Airlines unique, Mr. Kelleher answered, “What’s special about Southwest Airlines? Our people…anybody can buy the tangibles, but nobody can replicate the intangibles very easily. And I’m talking about the joie de vivre—the spirit of our people.” Although Mr. Kelleher has retired from the airline, you can tell that his spirit carries on when you take a flight on Southwest.
Make it unique – Make sure your PR strategy is in complete alignment with your differentiation and unique selling proposition. People notice uniqueness far more easily than me-too-ism. Uniqueness also sells, and it often sells at a premium price.
Make it sticky – Stickiness refers to messages that are memorable. There are two ways to boost stickiness: first with a unique and powerful message, and second with a good message repeated over and over again.
Persist – Many companies practice just enough PR to say they have done it, but a paucity of PR will have little or no impact. A press release every six months is not going to cut it. Send news out on a regular basis or the (old) news section of your Website will make you look stale.
Use social networking – There are many social media tools available to help you move the needle of public perception, and gain far more awareness among your target audience. For example, a blog is a great way for reporters, editors, and analysts to find you and get the word out about your company and products.
Align with search terms – Coordinate your search engine optimization (SEO) and pay per click strategies with your public relations messages. Include key search terms in the text of every press release.
Get published – There is something about the written word that adds to an individual’s credibility and reputation. The greatest credibility builder is to publish a book. All you need to get started is special knowledge in your field of expertise and a unique way of presenting your information. If you do not have the time and material for a book, at least publish articles.
Self promote – Get your name out there with public speaking, presentations, podcasts, articles, blogs, LinkedIn, etc. If it helps the company, create your own brand and establish thought leadership.
Aggressive public relations can have an enormous impact on awareness and lead generation, and even more so if you think outside the box.
