Marketing executives are racing to establish their companies at the forefront of their industry segments, carving out a category-grabbing position to systematically generate and convert demand. To expediate returns with a new, sophisticated and results-oriented PR team, marketers can and should prepare. By providing insightful and key strategic information, they can launch the initiative quickly—which means faster results.
What can be done to onboard a PR team efficiently? Here are a few components to consider:
When it’s time to go live with PR, provide consolidated documentation of all product release schedules, planned tradeshows and any significant announcements poised to transpire over the course of the year. This documentation helps the PR team synthesize their schedule and develop an effective, streamlined strategy.
Marketers often know their competition inside and out. They know exactly the niche they fill and the specific market differentiation they offer. No outsider can reproduce the encyclopedia inside a great marketer’s head. To aid in the transferal of knowledge and give PR teams pertinent insights, marketers should create a quadrant of the relevant ecosystem based on the product/market differentiation. The greater the PR team’s understanding of the company and its ecosystem, the more accurate they will be with the media.
The ideal customer profile is not just for the demand generation team. The PR team can also use this information to micro-profile the media environment and ensure alignment to the greatest degree. PR is the ultimate content marketing machinery to drive leads, and marketers can optimize results by providing powerful insight that drives demand and lead generation profiles.
PR teams need the relevant and sticky content generating results within a company’s target audience. Whether it be case studies, Webinars or ePapers, all forms of original content help inform a media thought leadership campaign. Stats on which forms of content and subject-matters garner the highest engagement from target audiences also help PR pros sculpt concepts and bylines that will work hand-and-glove with the company’s overall marketing strategy.
Once the ink dries on the professional services agreement, the marketing executive needs to prepare a list of key spokespeople at the company and their areas of expertise. The CEO should always be on the list – even if they prefer to avoid the spotlight. Are there any opportunities where they can or should be leveraged? We recommend taking this a step further by setting up briefing calls with the potential spokespeople as soon as the campaign commences – that way when a media opportunity is placed, no introduction is needed.
Set up a Demo
Nothing beats a product demo and sales pitch to help the PR team understand the value proposition in a real-world capacity. As soon as the firm is onboard, line up schedules with a company salesperson for a full-shelf sales demo. Sophisticated PR personnel must understand the product and take differentiators out of abstraction.
Connecting the PR team to the full vision of marketing will drive critical results and help marketers avoid piece-meal updates or disconnections that may cause delays. Lay it all out and allow PR professionals to strategize the strongest, fact-based representation of the brand.