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
- Identify the story you want to tell and the audiences you need to reach, based on your business goals and your value proposition.
- Clearly, consistently share relevant case studies, news, knowledge, etc. with media read by your target audiences. Don’t forget emerging online channels, of course.
- 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.