What are some tips for engaging b-to-b customers in PR and marketing activities?
“Target the audience your customer cares about most and... position your customer as a thought leader by addressing an issue that is relevant to their... market,” says Kerry Walker, VP at Porter Novelli. “Show how a particular placement or event will help drive business.”
Next, be mindful of the time commitment. It's a common mistake to find a customer willing to endorse your product or service and then go back to that customer again and again. “Only approach a reference when the result will be mutually beneficial,” Walker says.
Many users decline participation in PR opportunities because of the perceived hassle of working through their internal approval process.
“Suggest that you can act as the liaison to your customer's communications team,” she says. “You'll win points for showing respect for the formal process, and distinguish yourself as a preferred... partner.”
Search engine ranking
How can PR boost your Web site search engine rank?
“Increase the number of inbound links directing people to your Web site, and outbound links from your Web site to others,” says Bob Heyman, chief search officer at Mediasmith. “Search engines use formulas and algorithms for search based on the number of links and clicks people perform.”
It's all about authority – the more links, the more authority, he adds. You can increase inbound links by listing your Web site with associations and directories. When you get media coverage online, ask if an embedded hyperlink to your homepage could be included, so that people can click through from the article to your site.
“Make sure... press releases are naturally tailored for [SEO], too,” Heyman says. “Insert visible, clickable text with embedded outbound hyperlinks that provide depth while also increasing... rank in the search results.”
What are some tips a spokesperson should remember to ensure a successful radio interview?
A radio interview can be an anxiety-filled experience for even the most seasoned spokesperson, but there are a few things to keep in mind that might make the experience more comfortable.
“Remember that you're the expert,” says Martha Sharan, operations manager at News Generation. “Stations booked interviews with you because they are looking forward to having you share your advice.”
You should also be prepared and know your topic.
“Have localized information, facts, and figures at hand,” she says. “Be able to explain how the average listener can benefit from the information you're sharing.”
For those booking interviews, it's important to give your spokesperson some insight into the interview style of a reporter, producer, or host, and background into why the interview was booked.
Send your questions to: firstname.lastname@example.org. Please contact Beth Krietsch if you are interested in contributing to PR Toolbox or to suggest ideas for future columns.