1. Harness the power of the press
Securing editorial coverage in a key trade publication has the perceived benefit of third party endorsement, making effective media relations a very successful marketing tool. But before you go public, you need to ask, is your story newsworthy and is it relevant to its target audience? Many companies produce one version of a press release and then issue it to all the publications on their list, but tailoring the story to meet the needs of different titles can be much more successful.
Trade magazines also produce regular features. Sending a release at the right time for a relevant feature substantially increases the chances of coverage. The campaign can then be extended with special features, by-lined articles and press interviews to secure regular, more in-depth coverage and help to position a company as a market leader and an authoritative commentator in its industry.
Bob Bushby, marketing director, Nielsen McAllister Public Relations
2. Take the write approach
Your story won’t sing out unless it’s in tune. Make sure you issue well-written stories that are journalistically sound, grammatically correct and have been accurately spell-checked.
Ensure that your trade customers are aware of your successes by sending stories to them. And, of course, take advantage of groups such as British Bottled Water Producers, which helps market and promote its members’ waters.
Jo Jacobius, director, British Bottled Water Producers
3. Shoot and score
Never underestimate the power of good-quality photography. Busy editors will always choose the photograph that really catches their eye.
Websites also come alive with striking photography, which makes the viewer want to read more. In fact, all areas of a campaign, from company literature and direct mail shots to exhibition stands and e-bulletins, will have a much greater impact if strong, professional images are used.
Now that inexpensive digital technology is available to everyone, more and more companies are reducing their marketing budgets by taking their own photography in-house. This is often a false economy. Professional photographers know how to position products and use lighting to achieve the best impact. Using a professional photographer not only achieves the best results but saves considerable time, money and effort.
Bob Bushby
4. Don’t put all your eggs in one basket
Media relations are even more effective when used as part of an integrated marketing communications campaign. A mix of activities from press relations, newsletters and e-bulletins to advertising, exhibitions and sponsorship will help to keep your name in front of customers and prospects, and make you stand out ahead of your competitors. A varied and integrated communications campaign will strengthen the impact of key messages and maximise awareness for your company or product.
5. Take responsibility
Sustainability and corporate social responsibility (CSR) strategies are important, but you must make sure that they’re promoted to the full. Certain people love to hate the bottled water sector, despite the fact that it’s one of the greenest around. Make sure you dispel any myths that may surround your product’s green credentials, whether your story is one of improved packaging, reduced energy and impressive land management, or one founded on provenance and regionality.
Your sustainable credentials should be viewed as part of a wider CSR programme including charitable giving, which can be either through product sales or traditional routes, and offers support in the form of product or monetary donations often linked to specific events or initiatives.
Jo Jacobius
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