Using PR to push your B2B messages

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PR represents a great opportunity for B2B tech companies. As well as the traditional trade press, the online sphere offers many opportunities to influence and direct conversation towards positive representations of your company, products and services.

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Using PR to push your B2B messages

  1. 1. Using PR to push your B2B messages © 2010 Matizmo Ltd.
  2. 2. Introduction © 2010 Matizmo Ltd. PR, Public Relations, is a broad church.
  3. 3. Introduction © 2010 Matizmo Ltd. PR, Public Relations, is a broad church. Essentially, it is about managing your company’s external image by influencing the media’s coverage of it.
  4. 4. Introduction © 2010 Matizmo Ltd. PR, Public Relations, is a broad church. Essentially, it is about managing your company’s external image by influencing the media’s coverage of it. PR represents a great opportunity for B2B tech companies.
  5. 5. Introduction © 2010 Matizmo Ltd. As well as the traditional trade press, the online sphere offers many opportunities to influence and direct conversation towards positive representations of your company, products and services.
  6. 6. Introduction © 2010 Matizmo Ltd. As well as the traditional trade press, the online sphere offers many opportunities to influence and direct conversation towards positive representations of your company, products and services. Taking lessons from what has worked well for B2C companies, how can B2B tech companies use this route to further their image and profile?
  7. 7. Before you can communicate to them, you need to get to know the key voices in your sector. Find your prospective audience. © 2010 Matizmo Ltd.
  8. 8. Before you can communicate to them, you need to get to know the key voices in your sector. Find your prospective audience. © 2010 Matizmo Ltd. Signing up to Google news alerts will help, as will searching all the national and trade press for key words pertinent to your company and identifying the writer.
  9. 9. You can start your own list of interested journalists and influencers. Find your prospective audience. © 2010 Matizmo Ltd.
  10. 10. Find your prospective audience. © 2010 Matizmo Ltd. • Don’t forget to find out who the key bloggers are. You can start your own list of interested journalists and influencers.
  11. 11. Find your prospective audience. © 2010 Matizmo Ltd. • Don’t forget to find out who the key bloggers are. • They can be incredibly useful to B2B tech companies. You can start your own list of interested journalists and influencers.
  12. 12. If you simply started bombarding a list of names with messages you are unlikely to get anywhere fast. Get to know them. © 2010 Matizmo Ltd.
  13. 13. If you simply started bombarding a list of names with messages you are unlikely to get anywhere fast. Get to know them. © 2010 Matizmo Ltd. The easiest way to get to know them, their interests and specialisms is to phone them.
  14. 14. Call them, introduce yourself, say you have seen they article they wrote on “X, Y or Z” and pro-actively ask for their email address so you can keep them up to date with your company news. Get to know them. © 2010 Matizmo Ltd.
  15. 15. OK, you’ve found the bloggers and journalists interested in your sector, you’ve introduced yourself to them via phone or email, now you want to utilise your new contact and get some positive messages out into the media sphere about your company. Get to know them. © 2010 Matizmo Ltd.
  16. 16. OK, you’ve found the bloggers and journalists interested in your sector, you’ve introduced yourself to them via phone or email, now you want to utilise your new contact and get some positive messages out into the media sphere about your company. Get to know them. © 2010 Matizmo Ltd.
  17. 17. Get to know them. © 2010 Matizmo Ltd. This is best done via a press release.
  18. 18. This is best done via a press release. Get to know them. © 2010 Matizmo Ltd. A press release is a short informational document that the press use to inform their writing.
  19. 19. Get to know them. © 2010 Matizmo Ltd. A press release is a short informational document that the press use to inform their writing. In order for it to stand out from the crowd, it needs to have something that makes it newsworthy. This is best done via a press release.
  20. 20. Journalists want something new, they also want an angle that hasn’t been over used. Find a hook for your story. © 2010 Matizmo Ltd.
  21. 21. Journalists want something new, they also want an angle that hasn’t been over used. Find a hook for your story. © 2010 Matizmo Ltd. A hook for a B2B tech company would be something like a new product launch, an innovation in the marketplace, evidence your product or service works better than anyone else or an award win.
  22. 22. Journalists want something new, they also want an angle that hasn’t been over used. Find a hook for your story. © 2010 Matizmo Ltd. A hook for a B2B tech company would be something like a new product launch, an innovation in the marketplace, evidence your product or service works better than anyone else or an award win.
  23. 23. Limit your press release to one message and keep it under one page. Less is more. © 2010 Matizmo Ltd.
  24. 24. Limit your press release to one message and keep it under one page. Less is more. © 2010 Matizmo Ltd. Journalists receive hundreds of these a day.
  25. 25. Limit your press release to one message and keep it under one page. Less is more. © 2010 Matizmo Ltd. They want to know at first glance what it is and whether it is worth covering. Journalists receive hundreds of these a day.
  26. 26. As with sales, the one size fits all approach does not work. Personalise it. © 2010 Matizmo Ltd.
  27. 27. As with sales, the one size fits all approach does not work. Personalise it. © 2010 Matizmo Ltd. Craft a standard press release, then tailor it to the people you wish to target.
  28. 28. This followed up by a phone call will have a far greater effect than one press release going to a BCCed list. Personalise it. © 2010 Matizmo Ltd.
  29. 29. This followed up by a phone call will have a far greater effect than one press release going to a BCCed list. Personalise it. © 2010 Matizmo Ltd. The most effective communication campaigns are those that have been tailored.
  30. 30. This followed up by a phone call will have a far greater effect than one press release going to a BCCed list. Personalise it. © 2010 Matizmo Ltd. It is clear to the recipient that great care has been taken to contact them. The most effective communication campaigns are those that have been tailored.
  31. 31. Summary Feeding stories into the press and online is not as easy as it looks. © 2010 Matizmo Ltd.
  32. 32. Summary Feeding stories into the press and online is not as easy as it looks. © 2010 Matizmo Ltd. By becoming a key influencer or thought-leader yourself it is more likely that your company’s press releases will have a kudos attached that ordinarily would not have been there.
  33. 33. Summary Trade publications, bloggers, journalists have space to fill. © 2010 Matizmo Ltd.
  34. 34. Summary Trade publications, bloggers, journalists have space to fill. © 2010 Matizmo Ltd. Find something noteworthy to fill it and you will reap the benefit of it.
  35. 35. Matizmo Ltd Call: +44 (0) 1285 643180 Visit: www.matizmo.co.uk Email: info@matizmo.co.uk 6–8 Dyer Street Cirencester Gloucestershire GL7 2PF

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