Berkeley PR associate director Sara Lewis argues that companies are not making the most of the coverage that they have worked so hard to win through PR.
‘It takes a great deal of time and energy to get results’, she says. ‘But those results are not used as much as they should be.’
Sales staff, for example, should be encouraged to use coverage as a tool to help close deals.
‘Putting printed coverage in front of a potential client allows sales people to say “don’t take our word for it – look at what this publication has written”.’
Coverage can also be used internally, to help staff feel proud of their company. ‘Don’t let your coverage sit on the reception desk and get dusty’, she warns. ‘Use it.’
Do you agree with Sara? Email email@example.com and we’ll publish your views online or on the letters page.
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