Even in the days of AI, AI can't deliver the most critical asset you possess - your institutional memory - the why, how, and way you do business.
Retaining a PR firm with the expectation that they’ll hit the ground running without knowing and understanding your business from start to finish isn’t realistic.
Even the savviest public relations professionals who have worked in your industry for many years require mindshare to get started and not just from the CEO. They may need to hear from your executives, sales force, current clients, and even prospective customers. Successful PR requires a highly collaborative approach.
Your messaging and your USP (unique selling proposition), which by now you should be able to sum up in an elevator pitch, and your special way of doing business are key parts of what you need to successfully communicate to the public – existing and potential customers, analysts, and industry influencers.
The messages must be same – and reinforced – in everything you produce from promotional photos to customer testimonials and delivered consistently by your executives and your sales force, and even your support team.
If you haven’t yet thought all this through or if you are missing critical pieces, like messaging, your PR people can analyze what you have and help you fill in the gaps.
All PR relationships should begin with a walk-through and, if you want to be successful, the mindshare should be ongoing.
The more we understand how your business works, along with your short- and long-term goals - from business plan to operations to customer service - the more we can tell the world why your mousetrap is so much better.
Many businesses are just in the business of doing whatever it is they do – and they do it well. However, years may have passed since the business’ communications components were critically analyzed.
Hiring a PR firm or consultant provides an opportunity to revisit the various steps in the customer communications process using fresh eyes. We have watched and helped companies across many markets from inception to IPO – and they’ve all benefitted from this process.
Intensive preparation and immersion in your company allow us to effectively plan the required communications for bringing a product or service to market – from messaging and brochures to PR, whitepapers, blogs, and social media support. Each document - targeted to a specific goal, audience, and "What's in it for me" message - delivers the compelling narratives to introduce and reinforce the unique value proposition and story of your solutions.
In reality, launch is not a one-time event. Communication continues long after the initial appraisal. Just as any successful executive will review the status of her business processes constantly, an effective PR and customer comms professional needs a pipeline into these processes as well.
Getting in front of decision makers only once isn’t enough. You must maintain your presence, as the right time for them to buy may be six months after you have introduced your technology and “disappeared.”
Keep the mindshare constant, and you can enjoy a long, effective and comfortable relationship with your PR and customer communications team – and your customers, as well.