Engage
Here are five things I’ve noticed about my most successful clients:
- The client’s business has strong positioning and a distinct point of view. What they do and who they do it for can be conveyed in one sentence. (If you need help with positioning, you might want to work with Recourses first.) These trailblazers also are very opinionated and not afraid to share thoughts that might be perceived as incendiary, divisive or contrarian.
- Business leaders understand we must continually create things to talk about. The creation of additional assets such as books, research, novelty print, presentations, videos, etc., adds dimension to thought leadership and helps prospects better understand its value.
- Thought leaders are reasonably accessible. Regular conversations with clients attunes me to what they are thinking and doing allowing me to identify additional media and speaking opportunities.
- The firm’s website is reasonably current. A good website won’t win you new business but a bad or outdated site can damage your image and chase business away. If your website is Flash-laden or more than three years old, it’s time to hire a web designer and update it.
- The business has a proven sales process in place. The role of public relations is to start and nurture relationships with potential clients and opinion leaders. Public relations augments, but does not, and cannot, replace the sales process. Someone still has to go in and close the deal.
Commit
Average length of first-time engagement is 9-12 months.
The basic program consists of media relations, speaker placement and editing.
Advanced programs include more extensive writing and re-purposing of content for redistribution via both PR and marketing channels.
Additional services include information architecture, content strategy, social media strategy and implementation and new business communications consulting.
To discuss more about how an expertise PR program could benefit your business, contact me.