Rules of (Customer) Engagement

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#1 If a business has a story to tell, public relations is the way to tell it.

#2 If a business doesn’t have a story to tell—it does, or else it wouldn’t be in business—see #1.

Every business has something to sell and every CEO wants traffic in the door. Educating reporters and consumers about your business’s product/technology/service is vital to customer adoption (sales). The more the press understands what you do and the context in which you do it, they will be more apt to mention the business in relevant (and repeated) articles.

Of course, many executives don’t have the time nor the specific resources to become a media guru and that’s where PR comes in. Public relations is the practice of learning and listening to clients’ stories and then taking those golden message nuggets to the appropriate audiences. New product launch? Check. Customer wins? Check. New CEO? Check. Regardless of whether a company is B2B or B2C, it’s important that the company’s messages are clear and reinforced in the minds of the right people.

From news releases and case studies to contributed articles and interview opportunities and social media campaigns, there are many ways to build a steady stream of excitement around your brand.  There’s no one-size-fits-all; the right approach is the one that meets the communication goals of the company.

We want all businesses to know that PR is not only applicable to them, but an important component in increasing sales.  Maybe a podcast is the right touch. Maybe the cover of a targeted trade magazine will get you in front of your prospects. Certainly, coverage in The New York Times wouldn’t hurt! Wherever you are in your communications efforts, it’s never too late (or early) to get public relations specialists involved in communicating your story.  And remember, PR builds your brand – not advertising. So if you want to improve sales, start with a focused PR program.

© Copyright Jennings & Associates Communications, Inc.