Friday, July 30, 2010

3 Steps to Telling Your Story

It’s not enough, we often say, to have a competitive edge. You’ve got to exploit your advantage at every opportunity.

In other words, tell your story, as this BizTimes column puts it. And there’s no more powerful or cost-effective way to do that than through strategic public and media relations.

Columnist Cary Silverstein consulted our own Mary Scheibel for some advice on promoting a competitive advantage through the media. It boils down to three basic steps:

  1. Identify the story you want to tell and the audiences you need to reach, based on your business goals and your value proposition.
  2. Clearly, consistently share relevant case studies, news, knowledge, etc. with media read by your target audiences. Don’t forget emerging online channels, of course.
  3. Whenever you get a win, give your customers and prospects every opportunity to see it. Email a link, put it in a status update, buy reprints for sales calls and so on.

If you hadn’t noticed, we’re practicing a little of #3 with this blog post.

OK, your turn. No time like the present. Go tweet your latest success or something.

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