Every industry has its jargon and PR is no exception. As a leading B2B PR agency we feel it's our job to help demystify those 'deliverables' you've heard of, explain what they are, and how they should be used.
Making the leap from inbox to page
Everyone knows the humble media release – also commonly called a press release – a brief announcement of the who, what, when, where, and why of the story along with a little background info, maybe a picture or two, and quotes from your client. It’s also how you get your story under the nose of every journalist in town. Well, sometimes.
The problem with media releases is that all your competitors are using them to do the same thing, which means that every journalist’s inbox is stuffed with them. And you don’t just want to be in their inbox, you want to be one of the few that make it into their publications or broadcasts. To do this, you need to make sure your release includes real news – by which I mean a story that will leap out at journalists as being of interest to their readers/listeners/viewers. Before you draft a media release, ask yourself “Is it newsworthy?” If the answer is “no”, hold your horses. If it’s “yes” draft a media release.
Putting your experts in the spotlight
Getting your business seen, heard and noticed is about more than just sending out media releases – you need to make your spokespeople visible too. Scheduling interviews with journalists, analysts and other stakeholders that might be interested in your business, news stories or key messages is an important element of any B2B PR or integrated comms campaign.
The best thing about interviews is that they put you on a journalist’s radar, and help you to forge strong relationships with your top target media. Eventually, they won’t just be receptive to pitches from you, they’ll automatically ask you for comment when they’re writing about your industry. This won’t happen overnight – it takes time and effort to become a thought leader, but it’s worth it.
Let your track record speak for you
Case studies are invaluable. Your customer explaining how your widget helped them save millions and is the best PR you can get. Plus these stories resonate with editors – they have a readership to satisfy that will be experiencing similar challenges. They’re therefore inclined to publish cases studies with the answers as long as they’re not blatant sales pushes.
Case studies don’t have to be PR pieces however, and are fantastic marketing collateral. If you have happy customers who are willing to share the great experience they’ve had working with you, make the most of it. Invite them to a video shoot, catch them on camera, and showcase it on your website - an explainer film or a video case study can be an excellent way of attracting new business.
A byliner is an article authored to you (or someone in your company) and published in a newspaper, magazine or on a blog. Byliners aren’t about pushing your product – they’re about sharing your perspective on a topical business issue, positioning you as a thought leader and building your authority in your industry.
Raise your profile
Is your business a success story? Make sure you let the media know. If the story of your business is surprising, innovative or unorthodox in some way, journalists may want to write about it. Business profiles are the closest thing to advertorial you’re going to get and as such are a much sought after PR result.
Keep the conversation going
Often, PR teams focus on making news – but don’t forget to respond to it. Letters to publications or comments on blogs are a great way to let people know you are right at the heart of industry issues. A well written, succinct, interesting and prompt response will always have an excellent chance of being published. Responding quickly to online articles allows you to steer the debate, exposing your business to anyone who reads the article in future.
As a B2B PR agency, we’re experts in making these PR deliverables work for our clients. If you’re interested in using these tactics as part of your marketing mix, get in touch to find out more about the difference we can make to your business.
I have been thoroughly impressed by the quality of service and value for money we have received from TopLine Comms. They keep abreast of current events, and are proactive about finding opportunities where we can comment. Thanks to TopLine, we have built up a name for ourselves with potential clients, which has helped our company to grow quickly. I would highly recommend them.Nick Maughan