If you’ve got effective PR people that are churning out good content such as news releases, case studies, articles and white papers, make sure you squeeze maximum value from it. Here’s a list of things you could be doing with PR content (aside from sending it to relevant media targets obviously) :
- Share your PR content on social networking sites – LinkedIn, Twitter, Facebook (this works all the better if you can provide links to actual PR coverage on high profile news sites or blogs).
- Adapt the content for email campaigns (prospects might be more likely to open a sales email if they’ve just read you news story about the same issue on a news site, industry blog or print publication)
- Make sure your telemarketing/sales team knows about new PR content – they can mention it in sales conversations and send it in follow up emails
- Adapt case studies and customer quotes created by PRs so they can be used within sales presentations and customer pitch documents or proposals
- Post white papers produced by PR on technology news sites (most sites charge, but some specialist sites will let you post for free)
- Encourage your company executives to use the content of PR articles and case studies as material for industry speaking engagements
- Use the copy from PR case studies as part of submissions to industry Awards
- Add links to PR content or positive coverage to staff email signatures
- Create a round-up of PR content and send it to customers as an email e-zine
- If your PRs are visiting a customer to get a briefing for a case study – consider getting a short video or audio clip to put on your web site