Sure, it’s an obvious point – but how do you get there?
A client of ours paid us a nice compliment the other day that proves the point.
Two years ago, no one knew they existed. They got meetings, because of the founders’ (great) backgrounds, but word of mouth alone isn’t enough for a startup.
So they brought in a PR agency (us) and said, “What can we do – and how quickly can we do it?”
We said, well, the usual things. Sell your point of view. Sell the consumer need. Sell into market trends. Sell your expertise in prior jobs. Sell what makes you different (the famous new-mousetrap paradigm). And once you start selling, keep on doing it.
Now, two years later, they have major clients. They also have coverage in major media, including a range of high visibility outlets (New York Times, Wall Street Journal, Time) and all of the most relevant trade publications read by their clients and targets. They are also fully engaged in social media. And it’s working.
Can we claim that our targeted PR was the key to success? No. Absolutely not. This company has a great concept. It has very smart managers. And its team has a great Rolodex.
But it helps.
So the client said, “I’ve got to tell you, when we printed out all of the media coverage we’ve received to date, it’s very impressive. It really tells our story well.”
It’s always nice to get a compliment.