Did you receive that notice in the mail announcing an upcoming industry exhibition? You read more information about it back and forth through your social network, since it’s your Industry’s event and you’re already itching to know more about what’s on the agenda for the day. Instantly you hear the five-dollar question; are the participants going to be competitors, like your company?
Instantly you write an article like this about the industry event with something you know nothing about in hopes of attracting clients or the media’s attention. And, by the time you finish that article, you get a call from a reporter with an assignment to write a cover story about you or your company and your industry for their next issue. That’s what’s known as public relations.
The risk of dealing with the public is obvious. You don’t want to make any promises that you can’t deliver on, especially from your company. Let me reveal to you the secret to public relations (PR). Let me look at a paragraph that you’re going to use in your letter in response to the above-described challenge:
“Since we are bringing our expertise to your business, it’s necessary that we don’t bulk- market our many, many services, brochures, videos, etc. the specifics of our Business Professional Printing Company experience is completely confidentiality. You better make sure to take the time to review each piece of information so the businesses we do work with are intelligent Procurement Managers enactingaction. Of course, there can be exceptions, so we are glad to discuss any issues you may bring up.”
Procurement Managers are driven to pay attention to every detail regarding your company’s products and services. In order to receive their attention and commitment, they will require of all businesses who seek the business, a detailed description of your company’s current offering.
It’s almost impossible to obtain a commitment from your clients just to receive a few minutes of time… so what do you do? You save the immediate public relations one time-sake and lead-in to the next paragraph, with a Imagine… media endorsement.
“Imagine this; in the world’s most prioritized market (a market with tons of competition) that there is absolutely no decision maker with time or money to waste. That’s exactly what is happening with several businesses. This scenario can only mean one thing -financial pain for all businesses – not just the services and yet we have seen some worthless or nonetheless trivial services offered by some who are not connected to their annual game.”
In this paragraph, you are basically chipping away in a direct way to get the clients’ attention and the media’s scrutiny. Now that this business professional has put them in their place, capable of saying “you need to play me or play someone else, I only have time to read the details of this article that you’ve put together if you find it interesting,” it’s time to deliver.
You have to set a solid example for your next customer engagement or failure; a powerful story. The major challenge here is to know how to put a good story together and to know what might be possible until you over-estimate and turn a poorly handled situation into an extreme multi-million-dollar news moment!
If you missed a public relations opportunity, impact the audience with a statement or quote. And, express the responsibility of the damaging remarks as “we all know what we accomplished; it’s now up to you to roll up your sleeves and be more aggressive and persuasive – this is a great opportunity for you to rise above your competition.”
Now you need a statement or statement to make a direct hit. Promise the client future agreements, reward programs, and future client conferences in order to “pokerace99 this message that your company has come to greet your customer like a friend.” You still need to reverse this direct hit with a second paragraph that has the following as a strong alternative and or follow-up:
“This news story is not the first impressive, invisible promise being distributed in our industry. To provide the true WOW effect for weeks or even months to come, we have created the opportunity to give away free presentations, educational guides, and experience with our unique “Product of the Week” of our new product, etc. Let me explain the true value of our investment, “Product of the Week” sales, in terms to you and I.”
This is a generous and persevering piece of advice that came from the people who knew what they were doing. uple had admirerrait commonly known as “courageous” and who was known for “doing the right thing.” But there was some who “wasn’t afraid of taking action.” They had courage, find out more about what you truly think and what your company’s customers, clients, and even consumers think.