We routinely work with technology companies who realize that public relations can add tremendous value to ongoing marketing efforts, new product introductions, and even future initiatives. This is a good start but if you dig a little deeper and ask companies to tell you what they mean by PR, most folks we talk to define PR as press releases with the occasional feature article mixed in. They have obviously scratched the surface of an array of initiatives that make up a comprehensive PR program. With that said, an "anatomically correct" PR campaign consists of the right blend of strategic and tactical initiatives. Here's a snapshot of what to consider on the strategic front:
Media relations: The foundation of an effective PR campaign is based on:
- Relationships: The relationships you develop and hone with members of the media community - editors, reporters, freelancers, editorial assistants (often the gatekeepers), and publishers - are key.
- Messaging and Positioning: When communicating with the media, and indirectly with your target legal audience, what do you want them to remember and identify you with? What are your core messages, approaches, differentiators, and what value due you provide to the media and their readership?
- Goal Setting: Carefully define what you want to achieve with each PR effort with quantifiable goals and create a method of delivering on those goals and providing accountability for achievement.
- Audience ID and Targeting: Who do you want to reach with a campaign and how can you cut through the clutter of competitive messages and slogans? This translates to crafting the appropriate messages for the appropriate targets and, equally important, delivering this content via the right medium. For example,it makes little sense to promote a new technology/software program to an audience that is not tech-savvy, but more interested in the business and best practice aspects of law.
- Spokesperson Selection and Media Preparedness: While you are deciding what you want to tell the world and the best way to do it, do not forget to identify who will be your poster child. You can position different spokespeople for different initiatives. For example, you might have a corporate spokesperson (i.e., CEO or exec level), but also rely on a series of subject matter experts to represent your product set, expertise within the marketplace, understanding of market trends and developments, etc.
Comments