Insights for Leaders Navigating
Visibility, Credibility, and Growth.
From media strategy to reputation management, we explore the trends shaping public perception and share the approaches that drive measurable results for growing brands.
Case studies are a powerful resource that can be leveraged to gain editorial coverage – especially in vertical industry publications.
At Communiqué PR, we work to ensure that case studies depict an actual problem and then provide a rich, detailed resolution. Providing such an editorial package to the media, we’ve found, can be valuable in reaching key decision makers and generating new sales leads.
Consider our work for Tecplot. In March 2010, we developed a case study about researchers at the Massachusetts Institute of Technology (MIT) and how they are using Tecplot’s computational fluid dynamics (CFD) software, Tecplot 360, to improve the safety and effectiveness of medical stent implants.
The advancement of stent technology is a major topic on the medical front. In the U.S., more than one million patients with heart disease receive stent implants every year. In fact, as you may recall, former President Bill Clinton was recently admitted to a New York hospital for chest pain. On February 11 of this year, he underwent an hour-long surgery and walked away with two new stents that successfully reopened a severely clogged artery. Since this is an area of medicine that affects so many Americans, we felt a case study on the topic would be a compelling read in a variety of publications, and of interest to a number of editors and journalists.
After the development and approval of the case study, we reached out to journalists with publications in the engineering, medical, and related fields to raise their awareness of the challenges surrounding stent research, and explain how CFD modeling and visualization is helping researchers today.
The story appealed to several journalists. Articles are in development with the following news outlets:
- Medical Design Briefs – July 2010
- Design World – July 2010
- Desktop Engineering – September 2010
As newsroom staffs continue to shrink, we’ve discovered that providing editors with well-researched, pre-packaged materials such as case studies, white papers or surveys can help generate significant coverage for clients.
Don’t underestimate the power of a well-written case study. The next time your company plays a role in helping people or businesses solve a tough problem, consider developing a case study. The return will be worth the investment.
The other day I was doing some research for a presentation on general market trends with regards to analyst firms.
It’s clear that the current economic climate has impacted industries across the board and analyst firms are certainly no exception. The competition to retain and win new customers, particularly in the IT sector, continues to be fierce as marketing dollars remain limited within these organizations.
As a result, larger analyst firms such as Forrester and Gartner are looking at smaller, niche analyst outfits as potential acquisition targets in an effort to establish core competencies in a particular area, or expand their research agenda to help win new customers. You may recall a few years back Forrester acquired Jupiter Research. Gartner recently bought Burton Group and in late 2009 acquired AMR Research.
According to SageCircle, an advisory resource for analyst relations, “major acquisitions typically lead to significant analyst departures after three to four months” which would explain the recent analyst turnover we’ve noted with several well-known analyst firms. Additionally, analysts are shifting their research focus or taking on multiple research areas.
The moral of the story here is the analyst landscape is shifting slightly and it’s likely going to take more time to qualify analysts to ensure your organization is fostering the right relationships. Analysts are a critical audience. They influence potential customers, provide third-party perspectives to media and help create visibility around a category in general. We often counsel our clients to establish analyst relations programs and engage analysts early to ensure they are grounded in a company’s vision. This also enables companies to secure third-party support for PR and marketing activities.
For more information on how analyst relations can benefit your organization contact us at [email protected].
Recently we helped the Port of Kingston conduct a survey to gather feedback on its planned Passenger-Only Ferry service. We created the survey to determine how people would use the ferry, when they would ride it and their primary purpose for using the service.
The survey was distributed via Facebook and Twitter between April 16 and April 30. It was a cost-effective way for our client to get direct feedback from potential passengers, which will be used to make decisions on a variety of features and functionalities of the service.
In addition, the survey provided the Port of Kingston with interesting data to share with Tad Sooter, a journalist with North Kitsap Herald. He included many of the survey’s key findings in his article on the new ferry service.
This is a good example of how customer input can be used to offer a better service. In addition, the market research was helpful in driving editorial coverage.
The next time you need data about your customers, we encourage you to consider developing a survey and distributing it via social media. We believe you’ll get wonderful insight that you can analyze to move your business forward. And you may find that the media is interested in your research as well.
More information about conducting perception audits can be found here.
I recently read an interesting interview in Mashable with Forrester Research’s CEO George Colony offering his perspective on why CEOs should be well versed in social media. While more and more companies and C-level executives are embracing social media as an effective tool to help meet business objectives, there’s a staggering amount of executives who are not actively engaging in social media.
Not surprisingly, Colony believes that there are three key barriers to the wide adoption of social media by executives including age, regulatory constraints (particularly for public companies) and time. (For more on this topic, check out Jennifer and Colleen’s article in Seattle Business Monthly called “The Social Media Blind Spot.“)
It’s critical for executives to not only understand the value of social media, but also be engaged on these platforms. Executive engagement in social media can help build strong and trusted relationships with customers, effectively handle a crisis situation and build thought leadership in the marketplace.
We are routinely called upon to illustrate the value of social media to executives and help train them on the practicalities of how to use social networking platforms such as Facebook and Twitter. One of the first things we recommend is holding a training session to help executives understand the “basics” of social media so they understand how people are using these solutions and the impact they can have on an organization.
These sessions typically have two objectives; the first, is to help executives understand how people and organizations are deriving value from social media; and secondly, give them a high-level overview of the nuts and bolts of Facebook and Twitter to help them get started today (common terminology, best practices, etc.).
Additionally, we have found it effective to highlight examples of how an organization’s competitors are leveraging social media.
The more you can educate your executives at a high level on the basics, the easier it will be to get them to dip their toes into the social media waters.
I think Colony sums up his perspective on CEOs and social media wisely by saying, “I think within 10 or 15 years boards will look for social skills. This will be part of the portfolio of the CEO — they’re going to have to have this kind of ongoing communication with their customers. Because the Facebook generation will demand to be communicated to that way.”
For more information on how you can help educate and train executives to use social media, contact us at [email protected].
We are looking for one more intern to join our team for the summer. This paid intern will join another intern working directly with senior members of the Communiqué PR team.
Interns at Communiqué PR are active members of a designated account team. Our interns acquire “hands-on” public relations experience, gaining exposure to areas such as: media relations, press material development, media list building, etc. We prefer candidates who have had prior public relations internship experience.
Ideal candidates are college students entering their senior year in Fall 2010 majoring in public relations, journalism, communications, business administration, marketing, English or related field.
The candidate must be comfortable with Microsoft Windows and Office (esp. Excel, Word, & PowerPoint), social media platforms such as Facebook and Twitter, and be articulate, proactive, energetic, and eager to learn.
Desired skills:
- Self-starter who can work independently with minimum supervision as well as collaboratively in a team environment
- Good communication skills – both oral and written
- Organized and efficient
- Articulate and thoughtful
- Friendly and personable
- Energetic and enthusiastic
- Willingness and eagerness to learn
- Consistent, regular and punctual attendance
- Proficient in Microsoft Windows and Office (Outlook, Excel, Word, PowerPoint) as well as Facebook and Twitter
Please send a resume and cover letter to [email protected].
The right images can go a long way toward impacting the placement and pick up of stories. I was reminded of this today as I read the Seattle Times. I am a loyal subscriber, and while my husband and many other friends enjoy consuming the news online, I still enjoy sitting at the dining table flipping through the paper with my coffee.
This morning as I scanned the business section of the Seattle Times, a photo of a guy on a bike mixing a frappuccino immediately caught my eye. The caption for the photo reads, “Ian Cranna, Starbucks director of blended beverages, pedals a custom Frappuccino while Gita Stiritz secures the lid Monday.”
The photo accompanied a story focused on Starbucks’ plans to reinvigorate demand for its iced frappuccino by allowing consumers to concoct their own blends. By allowing people to customize these drinks, Starbucks hopes to drive more sales.
It was an interesting article and well placed front and center on the business section. After reading the article, I couldn’t help thinking about the impact photography has on story placement – images can often drive people to read a story and help convey powerful messages. For instance, when you look at this image, you get the sense that while Starbucks’ employees may be serious about coffee drinks; they’re not above having a bit of fun.
Kudos to the person who was the brainchild behind the event and bike blender photo opportunity. I am certain it impacted placement and drove interest in this story. The lesson here: don’t forget about photography when you make your next big announcement.