Public and media relations
Every company wants to tell its story. Sharing your story through business and trade media, industry analysts and social media are still among the best ways. News releases, interviews, contributed articles, blogs and social media campaigns help to get consistent messages out to target audiences and engage them in a two-way dialogue. A blend of traditional and social media outreach will help the right people notice your organization. Here are a few examples:
- Manufacturers Use Innovative Celanese Polymers to Keep Fluids, Materials and Power Moving (Celanese news release)
- Celanese Encourages ‘Revolution over Evolution’ in Keynote at Auto Engineering Plastics Conference
- MedSynergies and Sentara Healthcare Create Aleta Health Management Services Organization
- MedSynergies Establishing Kentucky Service Center
- Colorado Awards HP $116 Million Medicaid Contract
- HP Helps Ericsson Transform IT Environment
- AAA Northern California, Nevada & Utah Chooses PeopleAnswers to Select Employees to Drive Growth
No matter how well an organization plans, bad news can surface. Sometimes it’s real. Sometimes it’s speculative or perceived. Software failure, cyber theft, data or hazardous waste leaks or any kind of security breach can cause unrecoverable credibility problems. Speculation about real or possible impact to people or the environment can swing out of control fast. So can losing a top executive.
Preparing to tackle each potential issue before it becomes a crisis is critical for any organization whether it’s public, private, nonprofit, educational or a government agency. Starting with a positive image will create the right foundation for rebuilding trust, and a strong social media presence will help get the facts out fast.
Telling a company’s story well isn’t as easy as it seems. It takes knowing the target audience and telling your story in a way the right people will listen, understand and act. The best results are more than media mentions and articles. They also include your top messages. A client or industry influencer telling the story for you is even better.
A solid, up-to-date communication strategy makes this happen faster and more effectively. Setting goals. Identifying target audiences. Determining tactics. Each is a critical part of your strategy. Carrying out your plan also takes finesse. Carefully crafting messages. Engaging the media and other influencers with compelling facts. Creating a unique experience for everyone who attends your event. It’s all in the technique.
Instead of just announcing a new product or service, you help your clients envision themselves using it to achieve their goals. That’s the secret to a good marketing strategy. And you have to know your audience well to do it right. After that, picking the best ways to reach them and measuring how well you do are equally as important. The outcome can be powerful.
Writing doesn’t just mean choosing your words. It’s all about how those words make your readers feel and what they do in response. Whether it’s spoken words for a video script or speech or written in a news release, blog or brochure copy, there is an art to business writing that doesn’t include a collection of complicated words and difficult concepts. Telling your story and expressing exactly what you mean with examples to illustrate theory makes writing interesting, concise – and sincere. Whether people read or hear these words, they are the ones people will remember. Here are a few examples:
- KPMG Simplify testing and tracking with automation (KPMG LLP demo video with more than 32K views)
- The Spirit of Stewardship: Our Way of Doing Business (Celanese corporate sustainability report)
- Why Sound Matters (ghost written position paper)
- You Built the Business, Now Fortify It (KPMG LLP marketing brochure)
- Transform Your IT Costs to IT Value (KPMG LLP marketing brochure)
- Customers are Hard to Find and Harder to Keep (KPMG LLP marketing brochure)
- Engage Your Workforce with a Better HR Experience (KPMG LLP marketing brochure)
- Keep Things Moving with Celanese Polymer Solutions (Celanese marketing brochure)
- Physician Burnout Extinguishes Physician Engagement (Becker’s Hospital Review)
- Transforming the Physician Practice Model (H&HN Daily)
- Practical Matters: Preventing MD Burnout – Why should trustees care and what can they do about it? (Trustee)
- Your Path to a Real-Time Enterprise: 3 Ways to Stay Ahead of an Ever Changing ERP Roadmap (CIO Review)
- The Secret to Building Dream Teams (Workforce Expert; originally published in Talent Management)
Copyright © 2018 Carol Barreyre