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PR Pulse
Media are often drawn to statistics and research, but there is another way to leverage the media’s appetite – industry advisories. These 2-3 page reports focus on addressing a timely industry issue with non-promotional takeaways for the marketplace.
Client Pace Harmon regularly issues industry advisories on critical topics for the outsourcing industry, including a recent report regarding the trend of insourcing. The agency was successful in garnering the following coverage:
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My Two Cents
Tech Startup Magic: Why PR is Pure Gold
By Jennifer Mirabile, Vice President
I recently read a Forbes article advising startups to avoid working with PR professiona ls and to instead reserve those resources and handle PR on their own. I can't disagree more. An early-stage company with a unique offering doesn’t equal success. In fact, recent research from Harvard shows that three-quarters of venture-backed startups fail.
As a company launches, a well thought out marketing plan is critical. Winging it can spell disaster and an early misstep can taint the public's view of the company/product during a “make or break” time. While a large established company might be able to overcome a slip-up, it's much more difficult for a young startup to move beyond a PR mistake. Instead, a clear plan is needed from the start and working with seasoned PR professionals can help reach a startup’s target audience, giving the company added credibility and a polished public perception from the get-go.
While a startup could have early success generating one to two media hits, it doesn't make a strong enough impact and fully reach customers. PR professionals ensure consistent media coverage and ongoing dialogue with reporters. Also, while media relations is important and often the focal point of a PR program, public relations goes far beyond writing press releases and pitching stories to reporters.
PR represents a lot more than emailing a few select reporters and hoping they contact you back. Although an investment, PR is invaluable for startups and other companies looking to break through in their respective industries.
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 This issue marks the 25th edition of the Spark newsletter. Since the beginning – a short five years ago – we have worked hard to bring our readers educational topics that highlight the very best in PR and new/emerging trends. We welcome your feedback and appreciate all of our loyal readers.
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Marketing Minute
Rockin' an Identity Change with PR
When a company changes its identity or rolls out a new business arm, it’s critical to execute on a clearly defined communication strategy that educates the marketplace on the entity’s new market positioning, differentiators and impacts. The agency has advised many clients throughout this intense process, including most recently Legolas Media’s announcement regarding the formation of Upfront Digital Media. Following are some best practices to ensure a streamlined and comprehensive name change effort.
1) Align Messaging & Positioning – To ensure clarity around the company’s new identity, every document that reflects the rebranding should include the same core messaging regarding the company, its mission and audiences served. This ranges from backgrounders/fact sheets to media descriptors, press releases and social media pages.
2) Pre-brief Industry Influencers – Companies can benefit from alerting key industry analysts and media to a rebranding effort prior to the official announcement, as these contacts will be helpful in getting the word out and providing honest market feedback.
3) Anticipate Questions – While the reasons for an identity switch may be obvious to you, it is important to outline the rationale and re-introduce the company with straightforward messaging that the entire team is singing. Take the time to compile a list of likely questions and thoughtful responses before the announcement goes out.
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A unique approach can ignite the brightest spark of all. As trusted advisors to high-growth technology companies for 30 years, Young & Associates is the premier strategic PR agency for companies seeking clear market visibility, elevated industry reputation and bottom-line results. For more information, visit our web site - www.yapr.com.
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