|
|  |
|
|
Speaking of Success
A comprehensive public relations program typically includes several components: media relations, civic involvement and marketing services. Because each professional services firm will have unique needs, its executives should work with public relations counselors to develop customized strategies and tactics that are designed to meet specific objectives.
However, there are some general guidelines that professional services firms should follow when developing comprehensive public relations programs:
- Start by conducting a communications audit to gain a better understanding of your company’s current situation and identify its public relations needs.
- Identify your target audiences. Many executives don’t spend enough time on this and direct their resources toward audiences that are unlikely to become clients or referral sources.
- Get to know your target audiences. What are their business needs and motivations? What are the best ways to reach them?
- Determine ways that your firm’s expertise can be matched with topics that interest your target audiences.
- Create collateral materials that support your company’s positioning. Develop e-newsletters, Web sites, media kits and other tools necessary to help you communicate your messages.
- Identify reporters at media outlets who can help you communicate to your target audiences.
- Identify “news hooks” and maximize the value of the newsworthy activities at your firm. One of the greatest challenges in implementing public relations programs for professional services firms is finding ways to generate interest from the media. Most firms don’t have major news on an ongoing basis, and some of the work they perform is confidential. Therefore, the PR firm you select must be adept at creating media opportunities for your firm.
- Become known to the media as an expert in your field. You should consider placing a greater emphasis on print rather than broadcast media.
- Obtain third-party endorsements, which are powerful selling tools. Interview your clients and write testimonials that may be published as articles in trade publications, posted on your Web site and included in media kits and other communications materials.
- Write articles under your byline for publication in consumer and trade publications.
- Consider sponsoring networking events, such as seminars or receptions, to put your executives in front of your target audiences. To capitalize on this investment, your executives must follow up with the individuals they meet.
- Develop effective direct-marketing tools, such as letters and promotional give-away items, that can help you best reach your prospects. This is an effective means to target your prospective clients and referral sources only if you take the time to follow up with phone calls and use the direct-marketing component as part of an integrated program.
- Be a good corporate citizen. Develop a community-outreach program and make it a priority for members of your firm to participate.
[PRINTER FRIENDLY VERSION]
|
|
|
LETTERS
|
|
There are no letters for this article. To post your own letter, click Post Letter.
|
|
[POST LETTER]
|
|
|
|
