Tell Your Stories

Public relations is a powerful but under-utilized part of marketing communications.  It’s so misunderstood, but it really boils down to telling stories.

Let’s say your software improves a company’s productivity by 10%.  Maybe your widget reduces the cost and improves performance of a customer’s product.  Or your wise and timely recommendations lead a client to new levels of profitability and growth.

These are all great stories, but it’s up to you to make sure they’re told to the right people.  This includes:

1. Current clients/customers
Clients like to hear how others have used a product or service.  And featuring a client’s story can strengthen your relationship with her.

2. Prospective clients/customers
Make sure those you want to attract are exposed to success stories that are meaningful to them.  The documented success of others will boost your standing with your prospect.

3. Sales Force/Distributors/Dealers
These important people can use printed success stories in their selling efforts, and they can find ideas and inspiration in them.

4. Publications
If your stories are told in a problem/solution format, trade magazines and web sites may want them.  Case history articles that avoid self-promotion are in demand.

5. Employees
Success stories can help an employee feel good about his job.  If she happens to be involved with the product, the impact is even greater.

6. Investors
These people have a financial stake in your organization.  Sharing your successes with them will boost their opinion of your company.