New Generation Computing (NGC) currently relies on public relations to support its business goals and sales initiatives. Thorp & Company is helping NGC market its sourcing software to retailers and manufacturers in the sewn-products industry.
Thorp & Company began by determining which executives - CEOs, CIOs, or MIS managers - make IT spending decisions. We conducted an informal audit to determine the public's perception and awareness level of NGC. We figured out which publications NGC's targets read most and developed a targeted list of media contacts.
Next, we developed separate messages and storylines for retailers, manufacturers and analysts to support each of the company's product lines. In addition, to maximize the company's participation at trade shows, we developed media kits and communications materials and conducted interviews with the journalists in attendance. We focused on securing positive publicity in a narrow group of vertical industry-trade publications. For NGC, these are where visibility matters most.
"Thorp & Company's media and analyst relations program has significantly heightened our company's visibility and raised awareness of our products," said Alan Brooks, president of NGC. "We've received a number of inquiries from potential customers."
NGC currently uses its media clips to support its sales activities. For example, the company includes quotes from its media clips in e-mails it sends to prospective customers. "These e-mails are getting good responses," Brooks said.
Thorp & Company has secured articles for NGC in numerous trade publications, including Executive Technology, STORES and Chain Store Age. NGC's executives have also conducted interviews with the Associated Press, Bloomberg News, USA Today and The Christian Science Monitor, as well as analysts with firms including AMR, Gartner and Forrester.
Like NGC, more companies are realizing the benefits of implementing strategic public relations programs. "Businesses are turning to public relations over advertising," wrote INC. reporter Nicole Gull in a recent article. Gull cited studies indicating that companies are expected to increase their marketing budgets 11 percent this year. Moreover, 71 percent of companies surveyed plan to invest in public relations. Only 56 percent plan to invest in advertising.
Today, more companies are competing to communicate with customers across an increasing number of media outlets. In this cluttered media landscape, PR can provide a significant competitive advantage. Moreover, PR carries greater credibility than advertising. This credibility is significant in light of the heightened scrutiny of companies that resulted from recent corporate scandals.
"Successful brands are built with PR, not advertising," wrote Al Ries and Laura Ries in their book, The Fall of Advertising and the Rise of PR. "Advertising can only defend brands that have been built in the mind by public relations." The Rieses cite companies whose early marketing efforts were led by publicity, including Wal-Mart, Starbucks, Body Shop and amazon.com.
