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One of the most important tasks of Marketing involves strategic positioning resulting in your top 3-5 key messages.

Public Relations Is All About Positioning

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Effective Public Relations (PR) can help drive your business goals and establish and maintain your credibility. Public relations is one of the four facets within the Promotion P of Marketing (the other three being advertising, sales promotion, and personal selling). To be effective at (PR) or any of the other three aspects of promotion, you have to properly position your organization and your offer.

From your positioning platform you can develop your top 3-5 key messages. These key messages become the foundation used in all of your communication with all stakeholders. Clear and consistent messaging is at the heart of establishing credibility. It is your messaging that enables your editorial and analyst contacts will be able to accurately portray and endorse your organization and offerings.

Nine Tips to Working with Influencers

Members of the press and analyst communities are among key influencers for many decision makers. Influencer marketing plays a critical role in achieving your marketing objectives. Here are a few suggestions to securing the media’s and analysts’ attention:

1. Build awareness but focus on preference. It is just as important to build awareness and preference among the editorial and analyst communities as it is to build awareness and preference with prospects and customers. As with all of aspects of Marketing, set measurable performance targets for preference among your influence community.

2. Create consideration. Provide enough information to build interest and consideration for your organization and your products and services. Create excitement for your product, especially if it offers advantages and benefits over the current field of offerings. Again, give some thought as to how you will measure consideration.

3. Timing is everything. Understand lead times so you don’t miss important windows for new product launches.

4. Articulate your competitive advantage. Focus on what differentiates you from competitors. Be clear about why they should care about your company and its services.

5. Content matters in PR too. Prepare accurate and clear communications materials such a corporate fact sheets and summaries, conference presentations, FAQs, press releases and Webcast/conference call outlines that offer facts and figures as to how your products are different than the competition.

6. Serve as a reliable resource to the media and analysts. Stay on top of the latest trends and take the high road in providing thoughtful perspectives rather than just trying to sell your company and product/service.

7. Provide customer or third party endorsements to the media. Quotes from customers, strategic partners and industry analysts matter. Offer these sources to the media; build these quotes in case studies and byline articles. When possible, make customers or strategic partners available for media interviews.

8. Stay in touch. Schedule briefings with editors, reporters and analysts whether in person or by phone at least twice a year.

9. Don’t wing it. Make sure you have a strong, media-savvy player on your Marketing team who can demonstrate thorough understanding of each of your target audiences and what it will take to build credibility with your publics.


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