Recently, we talked about the strategic components you might want to consider when orchestrating a PR initiative or campaign. While strategy (where are we going?) is the foundation for any effort, the tactics (how are we getting there?), and more importantly, the timely execution of these tactics, provide the framework and details that make any initiative unique and define its success.
Here's a snapshot of what to look for on the tactical front:
- Press release creation and distribution: A well-crafted press release consisting of concise, straightforward (read jargon free), and accurate content, presented in an easy to read (or browse) format sets the foundation for your PR program.
- Media alerts and advisories: While the release announces a new product, feature set, partnership or corporate development, a media alert or advisory is more timely and geared toward promoting something immediate such as an event of interest to the media, an executive's keynote speech, or a local or national event that might interest media.
- Success stories/testimonials: Clients can be the best champion of your products and services through thought leadership-focused articles and stories. Also, editors appreciate contributions that have no sales-pitch quality and actually help their readership better understand and deal with every day technology challenges.
- Media tours: Depending on the scope of your new product announcement or initiative, you may want to plan a series of media stops designed to brief the editors on what's going on. Of course, this can also be achieved when scheduled around major trade shows. Often times, publication editors provide media briefing opportunities to vendors on site.
- Speakers bureau development: Another effective way of espousing your expertise and thought leadership on a given technology topic is to conduct an internal audit of subject matter expertise and then make this "topical intelligence" available to editors and event management who might be interested in either using your experts as sources in future stories or offering up speaking slots at conferences that correspond with your expertise. However, always keep in mind that your ability to participate in these type of activities is a direct function of the quality (and uniqueness) of content you have to provide, and the ability of your subject matter experts to provide educational, factual and market-based content versus blatant or thinly-veiled sales pitches and advertorials.
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