A major part of a successful public relations strategy is simply keeping up with advances in the industry. For instance, many PR pros have traded in their rolodexes for a digital address book. You’ve most likely made changes like this, perhaps without even realizing it. Instead of focusing all of your efforts on journalists, for example, you’ve probably branched out to include influential bloggers in your pitches as well.
The issue lies in the rapid advancements happening in the communications field right now. Many of the newest tactics are fairly new, so there’s not a ton of information on their long-term effectiveness or ROI. Chel Wolverton of SHIFT Communications explains how, rather than waiting for concrete evidence about which PR strategy is the most effective (which is all too often the case for many B2B technology companies), just dive in.
At some point, we have to stop learning and start doing. Reading about how to put together an IKEA cabinet is a great first step, but in order for it to become useful, you have to actually put the thing together. Here are 6 things you can do right now to stop hesitating and start doing something to move your program forward.
1. Tell the story. Why is one business so different from all the other businesses in its respective vertical? What makes it different? What makes them tick? And why should they hire ABC rather than XYZ? If you don’t know the story you or your clients want to tell, how can you maximize the PR and marketing efforts? Pick a story, start telling it and see who responds to it.
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