As seen in Forbes
Any smart chief communications officer (CCO) can tell you that when strategizing with the head of sales and the CEO in a war room, they know where to strategically focus attention for a specific story in a target market. They know how to prepare a spokesperson to weave in the right customer success stories at a conference to influence prospects, media and analysts.
The art of achieving a specific set of top-line business goals is something every communications leader knows, but it only happens in the B2B world when CEOs understand the importance of having their CCO involved in strategy discussions around how to approach winning highly targeted pieces of business. At both IBM and JPMorgan Chase, I was lucky to be in two companies where the open lines of communication with the CEO’s office were strong. Early in my career, I saw how the right piece of press coverage could open doors and close deals.
Here are nine ways to use PR to help do the same:
1. Build a credible market reputation.
A PR strategy that integrates the head of sales can enhance a company’s credibility and reputation among prospects, and a reputation for exceptional service, great products or results-oriented performance will inevitably attract more deals. One way to get started is to create a feedback loop with sales, in which they provide insights about customer needs and pain points that your experts can speak about and fold into larger stories about the role your brand plays in solving them.
2. Stay top of mind at the right time.
PR activities can raise awareness of your company’s products or services, which can attract potential business partners. I once had a story that was perfect for a WSJ reporter, but instead, I positioned it and customized it for the Sacramento Bee so the executives from IBM working on a major deal in that city would have it come out the same day as their meeting. They won the deal. This story represents two major pieces of the PR puzzle that every brand communicator needs to be aware of: what sales is doing and what reporters are writing about at any given time.
3. Establish trust.
Consistently share thoughtful insights, industry research and data that projects authority and knowledge. You can do this by securing speaking engagements at industry conferences, publishing articles or white papers, or serving as an expert source in stories written by reporters. Being a thought leader can make other businesses more likely to trust you and thus, partner with you.
4. Enable customers to add value through advocacy.
Highlighting successful relationships in case studies can serve as proof of your capabilities, while also adding a layer of relatability that your brand itself can’t offer.
You also can use case studies in your media relations efforts. Reporters want to hear about turnaround stories, and if you have a customer who’s excited to talk about how they tackled a challenge and your tech was part of the solution—that’s the gold standard. It positions your client as smart and you as part of the solution. Once you show how you treat your customer success stories as wins for them, you will find more customers are willing to be part of your PR strategy.
5. Capitalize on in-person interaction.
PR plays a crucial role in planning and managing events and trade shows, which are ideal platforms for networking, improving lead generation, and engaging with media and industry analysts. The kickoff to establishing your brand as a “must meet” at a busy trade show begins nine months before the event itself. During this time, aim to build a consistent drumbeat of press coverage, expert mentions in media and, hopefully, a steady cadence of customer wins.
6. Craft a narrative of stability amid crisis or change.
In a crisis, a well-managed PR response mitigates damage to your company’s reputation, preserving existing and potential relationships. Remember that even a merger or acquisition can feel like a disruption for your customers. You have to start by making sure your own employees feel the company is stable before you tell the story externally. So schedule a town hall and get your employees fully up to speed, test your messaging, answer questions and synthesize all of it into a version that can be used externally.
7. Expand marketing’s reach.
PR can provide strategic recommendations for how a company’s social media presence can be a vital supporting tool for supporting sales. Consider how your partners and customers are engaging on social media. Know the personas you are targeting and map out a strategic content plan that you use your social channels to connect with potential partners, showcase products or services, and demonstrate industry leadership and company culture.
8. Use content to accelerate prospects through the sales funnel.
By developing compelling and relevant content about your company’s products, services or industry, you can attract potential customers who find your content valuable or insightful. In my experience, using contributed content published in industry trade publications and esteemed high-tech business publications can lift a brand and its executive presence tremendously. It’s a commitment, but staying the course adds weight to your subject matter experts’ thought leadership in their writing, speaking engagements and media interviews.
9. Leverage analysts.
A good PR strategy for technology or other industries where market analysts have significant influence involves building solid relationships that sometimes take months or even years to develop. Positive endorsements from respected analysts can significantly influence deal flow. Make sure you understand who the right analysts are based on your coverage areas, brief them regularly and eventually consider which analyst firms you might want as an insightful paid partner. Industry analysts make it their job to know what’s going on in their areas, and they appreciate knowing things in advance. Loop them in early.
Remember that PR isn’t directly about selling. It’s about building relationships and influencing perceptions over time. Patience and a strategic approach are crucial to achieving desired outcomes.
