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PR and Sales: A Powerful Combination
Most companies invest in PR to drive sales, and
strengthening the relationship between these teams is
one of the best ways to extract maximum value from
the PR program.
The two should be closely linked: Good PR lands
coverage in the publications prospects read, and can be
used as powerful sales collateral and lead-generating
materials. The sales team helps set the stage for
strong customer references - one of the best tools
for high-visibility coverage, especially business
press.
So how can you help sales and PR play off of each
others' strengths?
The first step is an introductory meeting where the
sales team can set forth its goals and needs, and the
PR team can explain what they need to turn a great
idea into a published story.
The sales team is often the closest a company gets
to its customers. Understanding what's happening on
the front lines, including challenges customers face and
challenges the sales team faces could be hugely
valuable to the PR team. A meeting also gives sales a
chance to communicate which publications matter most
to their prospects, and what kind of coverage will help
make closing sales easier.
The sales team may find it needs to get more
feedback from customers about which publications,
trade shows and industry influencers they rely on. The
PR team can then set goals that will help the sales team
overcome customers' hesitations or objections.
Examples include stand-alone case studies in particular
trade publications, securing a highly positive product
review, or analyst endorsements.
The two teams can then work together to cultivate
customer references. The sales team may want to be
briefed on all customer contact, and the PR team can
provide rapid feedback on new opportunities or potential
issues within an account. The PR team can also ensure
that all customers are thoroughly prepared for any
interviews, and that they receive the right level of
attention and recognition for their participation.
Webinars that Work
Webinars are great ways to get more mileage out of
presentations you've already spent time and energy
creating - presentations that might otherwise sit idle
after the conference is over, or the market research
has been presented. Just like a good party, Webinars
need the right theme, a well thought-out guest list and
plenty of time to plan.
Here are a few pointers for getting started. While
securing the right audience, hosting options and other
issues affect a Webinar's success, telling a compelling
story is a key starting point. (We'll take a deeper look
at these other issues in our next newsletter.)
Know your goal. Is it to educate customers and
prospects on a new approach to solving a business
challenge? Is it to attract new customers or partners
based on compelling case studies? While the best
Webinars - like the best presentations - never feel like
sales pitches, your goal should be clear from the start
so that other related efforts (like outreach and
follow-up) are in synch.
When 'recycling' an old presentation, make
sure to
revise as needed so that all content is relevant to the
audience. Case study examples are often what viewers
find most helpful - just remember to "cloak" any
customers who can't be referenced.
Consider partnering with an analyst or
magazine to
increase interest and marketing reach. Having a
third-party can help drive traffic and
participation of people who may be wary of signing on
to a vendor's site.
Connect with your audience before, during,
and
after. Ask questions, and use the responses to shape
content, understand the needs and goals of
participants, and pursue leads.
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Forging Meaningful Media Partnerships
Companies realize the immense value of getting
coverage in a top industry publication. But in order to
ensure sustained visibility, companies need to move
beyond the basic editorial outreach to establishing more
concrete partnerships.
Here are five ways to expand media relationships:
Position the company spokesperson as an
industry expert.
Start by offering vendor-neutral
bylined articles and columns on hot topics, then push to
become a regular columnist.
Offer readers something they can use - a free
sample of your software is ideal. As an exclusive
offer, this helps the publication drive value - and
registrations - on its Web site. Using the site as a
jumping off point to your site gives you access to those
readers, and registrations, as well. Clearly, providing
strong content helps the publication become a more
valuable resource to its readers, and in turn, will provide
free exposure for your company and ideally, drive sales
leads.
Co-sponsor an industry show. The best
targets are outlets with a strong conference profile and
the desire to grow that line of business. Become an
asset by providing valuable insight on customers,
industry trends and data. In exchange for valuable
content, you can get access to a targeted audience,
and new visibility, without taking on the financial risk of
a conference 'producer.'
Create a new award. Recognize leading
companies implementing break-through technologies in
your sector. Again, doing this in conjunction with a
publication will help build visibility and drive nominations
from an appropriate audience. Issue a news release
announcing the winners for additional exposure.
Get involved at multiple levels. Create
advocates throughout the organization - in editorial,
advertising, marketing, even with the publisher. This
will help establish you as the 'go-to' person for your
particular area of expertise.
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