Just because you want the whole world to know about it, it doesn't mean the whole world wants to hear about it - or cares, quite frankly.
For example: You are about to implement a fantastic new procedure allowing your customers to buy your stuff cheaper...who cares?
You've been voted 3rd best supplier, in your industry, in that particular colour and when there's a "Y" in the month...so what!
You’re exhibiting at an event…everyone in your sector is, too.
You are launching a new product...ok, we are getting warmer but sounds like an advert to me...
Many companies, whether B2B or B2C, often make the mistake that just because they are excited about something (or need some leads perhaps) highly sought-after trade, regional, national, online and broadcast news outlets will be clambering over each other to run with it. Likewise, readers, surfers, viewers and listeners will be reaching for their wallets.
Sadly, this is rarely the case, and asking your digital PR agency to run a campaign on such will be met with a stare as blank as a Big Ben Bong.
Here are five ways to ensure you have a better chance of making some NOISE.
First of all, do you have any? Just doing something well or having the best intentions isn’t going to warrant column inches. You must have something that will be of genuine interest to people other than those within your organisation.
This may be as simple as a new starter for the appointments pages or a “big client win”. It could be an acquisition, a charitable event you are hosting to raise money for a good, local cause or you may be entering, and winning, awards.
Whichever it is, the key is to keep it tight and relevant. And, always ask yourself, so what?
Quite simply, do you have something to say on anything, at all? Thought leadership is a great way to engage with your audience and key opinion formers. It positions you and your company as setting the agenda and lobbying on behalf of stakeholders and customers.
As a leader of industry you may have an opinion on a government announcement or some legislation or guidance that impacts your audience. Alternatively, you could be offering stellar advice – you know, the good old “top tips” style piece (not that you’d catch me doing this…).
To have an opinion demonstrates your company’s commitments and stature within a given market and you can be seen as a trusted, potential supplier.
Got nothing to say or no news to deliver? Then create some.
Commissioning some research or using your own data to release findings not only creates headlines but it gives you something that none of your competitors have – IP. It’s no coincidence our news pages and airwaves as we drive to work are full of the “eight out of ten cats” stories.
Listen more closely and you’ll hear how these have been generated by someone just like you.
Yes, it’s not about you, it’s about your audience and their needs. You need to catch their attention, tell them you feel their pain and deliver a solution – throw them the life belt.
This is what journalists expect to receive, so drop the self-fulfilling rhetoric, stop telling everyone you’re an “expert” and think about what you can do to help. Oh, and by the way, unless you’re the next Bill Gates or Elon Musk, it’s unlikely you are about to change the world, just yet, so don’t make any brash claims.
Do you know what your end game is, or your objectives? Why are you doing this?
I’ve worked with C-suite in the past that just want their name in lights and be seen as an industry leader. Which is fine, but most companies want the phone to ring, brand awareness, more inbound traffic to their website and a few more boxes shifted…
So don’t embark upon anything until you understand why. The best PR campaigns have longevity, too, and don’t end with a press release landing on a portal, trade magazine or in your local newspaper. They need to be part of your content marketing strategy and sustainable to achieve long-term success.
So next time you pick up the phone to your PR team with your “news”, ask yourself if you have what it takes to make some NOISE. And if you’re not sure, ask your PR team how you can make some.