SKC Insights

 

 

14 Reasons Why Companies Embrace PR

When Steve Jobs received his first big investment for the Apple – $250,000 from angel investor Mark Markkula — it was meant for the development of the new Apple II product, the first major Apple product to hit the masses. However, before he started investing in new hardware, Jobs hired the best PR professional in Silicon Valley, Regis McKenna. Jobs knew before he could focus on building the products that would launch his company that he needed to have a PR plan in place.

Jobs embraced PR, and so do Richard Branson and Bill Gates. How about you? In fact, Gates once said, “If I was down to my last dollar, I’d spend it on public relations.” And these business titans aren’t alone in their fervent faith in PR. Many executives from companies feel the same.

Here are 14 reasons why:

 

1. Master Your Message

If you don't tell your story, others will tell it for you. Avoid negative or misleading press by presenting the best version of yourself with public relations.

2. Differentiate Yourself

With so many products and services out there now, it is far too easy for customers to get overwhelmed. Good PR programs can make you stand out from the pack. As Seth Godin says, “People do not buy goods and services. They buy relations, stories and magic.”

3. Create Buzz (and Adoration)

Do you have a product coming out? Start building that fan and customer base by influencing the influencers. Stoke that excitement with social media, bloggers, journalists, grant interviews, offer reviews and you’ll see awareness evolve to adoration.

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The 8 Must-Haves of a Great Media Pitch

Great media coverage starts with a great email pitch. It introduces and excites the journalist to various facets of your company -- be it your products, your founders, your unique proposition for a changing industry, your customer successes and/or your insights or predictions about the future. A pitch needs to be short and sweet, informative but not overwhelming, but what does it actually look like? For our post today, we've whipped up an imaginary pitch to aid our discussion, and broken it down into the 8 must-haves of a great media pitch:

1. Make Them Feel Special

When it comes to pitching, personalization comes in two parts. First, while it may save time to list all your contacts in bcc and send one email, journalists find mass email blasts to be impersonal and often delete such emails without even looking at them. Avoid the bcc line and you'll avoid the spam folder. Second, make sure you use the name of the contact you are trying to reach. A vague "To whom it may concern" or (heaven forbid) the wrong name tells a contact that you haven't put in the time or effort to get to know who you're emailing. Let them know that you care by taking the time to personalize your email.

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5 Ways To Build Trust

Face it—without trust, nothing gets accomplished. Prospective customers, partners, investors must first be convinced of the credibility of your company and products before they will sign on the dotted line. Wouldn’t it be great if they already know about your company and track record and seek you out even before you approach them? This happens when you build credibility for your organization and it becomes a trusted brand. But how do we build trust?

 

Here are Five Ways to Build Trust:

 

1. Get Ink in the Media

News sites, industry magazines, newspapers, selective blogs and other media are credible independent outlets that regularly mention companies and quote executives in their stories. When you’re quoted in the media, your credibility is enhanced, and your prospects’ trust in you deepens.

 

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