Most companies focus their communication efforts on the products they make and the services they offer. That makes sense as it’s these things that drive revenue and growth. However, in PR, that’s only part of the story that can be told. In my last blog, I wrote about creating a story telling engine. What I’m going to cover with this blog is creating a story line fueled by a different type of gas.
At every major business publication (Wall Street Journal, U.S. News & World Report, Financial Times, New York Times, Fortune, etc.) there is at least one reporter covering management and leadership. Often times, this same reporter also covers HR, employee issues, recruiting and compensation. If your company is public, or in an interesting or hot market, there is a good chance you can get them to talk to the CEO of your company. You’ll need to figure out a hook, something that the reporter can latch onto, but this is often a very good way to showcase a smart company leader and get a placement in a top tier publication. If this is a thread you’d like to pursue, spend some time with the CEO and talk to them about their management style, how they view leadership and cultivate development internally. Also ask them about groups they are involved with outside of their corporate role and how they see those positions as relevant to their job as your company’s chief executive.
Next, read about the latest trends in management and then interview your CEO on their views so you can craft an intelligent pitch. Finally, read what the reporters at these publications (and dozens more) are writing about so you can fine tune the pitch to help them tell a story they are interested in telling.
Let’s say the CEO angle won’t work for you. Maybe you’re company is too small or your CEO isn’t interested in talking with the media. There are still plenty of other story lines that can be created that showcase your company’s path to market and the reasons you are likely to win in the marketplace. These story lines could center on your manufacturing process or channel programs, your social media strategies or community leadership.
We have a client that makes these amazing videos that help tell their corporate story, the value of what they bring to market and the challenges faced by the industry they are in. Their videos are one of the company’s primary lead-generation methods—creating awareness in the videos and driving traffic to them is a priority. To help raise the visibility of these videos, we’ve submitted them for, and they have won, numerous industry awards. These awards, and the announcements announcing the wins, have driven traffic to their YouTube channel and their website.
Another client has built a really interesting campaign called Enabling Communities, Connecting Lives that allows its customers to tell stories about how technology is having an impact on their community. We’ll look into this strategy of using customers to tell your story in the next blog of this series.
Using different types of fuel to get your story engine running means you’ll cover more miles on your journey. And yes, I know that’s a corny way to end this blog but hey, it’s my story.