The right audience is key to a successful marketing campaign. And while it’s understandable to think of that audience as the end reader or user, there’s another group standing between you and those people: the media, or influencers.
In the not-so-old days, PR pros had a huge Rolodex on their desks, and they would guard that analog technology with their lives. Those paper cards on a plastic frame held the names, numbers and other information for media contacts. They were hard-won trophies, and each one meant an entrée to a reporter or writer — someone who could carry a message far and wide.
Fast forward to now, and the same still holds true. The cards are digital, the contacts are in a smartphone, but the strategy is the same: Cultivate a base of everyone from reporters to social media influencers, so that when it’s time to tell your story, you’ve got a pipeline in place to broadcast that message far and wide.
It’s all part of the plan
This particular element of a sound public relations strategy may get the most attention — it is the public debut, after all — but it’s not the starting point. Before the spotlights shine, a good marketer has ensured that they can answer any and all questions that might arise. A journalist wants to know the backstory, why a particular product or service is coming out now? You’ve got a page of talking points to refer to, or share. They want to know how this move supports your brand strategy? You’re ready.
And best of all, a good media relations campaign means talking to a friendly audience. There’s no damage control here, because your PR partner is connecting you with a carefully curated group of influencers who want to know what you're all about. They have been chosen for the type of outlet they write for, or for the general gist of their coverage and readership. It’s matchmaking, without all the swiping right or left. These media representatives trust you and your marketing team to give them a really good story — even an exclusive. And in return, they’re coming in as explorers, not skeptics.
A good media relations strategy also results in earned media — stories, social media posts, blogs, etc., that make you and your product(s) the star. Sure, you could blow up the Twitterverse or Facebook with a bunch of paid spots, but readers see “sponsored content” and think, “It’s an ad. Yawn.” This way, you’re getting a valuable third-party endorsement that can go miles further in building and enhancing your reputation than a paid spot ever will.
What else can all this positive, glowing coverage do? Generate leads and build sales. That’s the point in the first place, right?
Ready to sit down and work on some strategy? We are too; let’s go. Contact us at: 608-695-6510, or find us on LinkedIn.