PR has a Part to Play
In any fully-rounded promotional programme, PR and publicity still has a very strong position and ideally should be included. Indeed, it can often form the basis of quality content with press releases and articles even being repurposed as blogs and social posts or the coverage in the press being promoted in their own right.
All of this offers an excellent opportunity to communicate your message and reach out to target audiences and influencers. While magazines may have reduced the number of issues, or in certain sectors, put a hold on printed issues, online news continues to flourish.
Increasing visibility and reach
Now more than ever, editors are keen to offer coverage to companies who can provide not only company and product news, but also meaningful, informative articles and case studies to maintain their readership. Thought leadership comment and expert advice editorial is not only in high-demand at this time but can build a profile with editors and recommend you as a source of information in the future.
B2B (Business-to-Business) specifiers, whilst objective in sourcing goods and services, tend to form a ‘mental map’, based on information they see and process over time, from which they will typically shortlist companies to approach.
PR offers the chance to increase visibility while controlling the information flow, ensuring your company is on the list. At the same time, published information offers ‘third party’ credibility, which next to word of mouth and testimonials, is a vital source of intelligence gathering.
It can be daunting to sit down and write a press release or article from a blank sheet. Working with a professional PR service provider such as Calibre, who are experienced with your key media and specific editor interests can help secure coverage through the creation of quality content that hits editors’ requirements and resonates with readers.
Improved targeting and focus
A key objective in PR is to avoid wasting your time by communicating with irrelevant audiences. At the heart of creating strategic content and accurate messaging is determining who you should be reaching out to. You should not only create the right content but identify and get to know who you are trying to reach. Included in this list are:
- Industry magazines
- Journalists writing about your field
- Key opinion leaders in target sectors and what they read
- Websites and forums you could be contributing information to
Many magazines post on Twitter, so following titles, and editors, with a view to follow backs as well as seeing what they are writing about can help open up an alternative channel for pitching, in addition to building relationships with them.
Very knowledgeable in B2B sector publications and with access to PR search tools, Calibre can help you define who you should be targeting and build your PR contact and coverage.
Get in touch with us: fill in this short form, call us today on 01323 487330 or email info@calibremarketing.co.uk
