You Can Put a Spin On It - Can't You?
I'm sure I'm not alone in my dislike for the word 'Spin'. In the media world, it implies a story with no substance, a story that is maybe trying to mask something more tenuous underneath. For the PR consultant, 'spin' represents a slippery slope to lack of credibility within the media world.
So what is PR about?
PR should be a positive reflection of your company's values and achievements and it should complement your business, not drive it.
To rely solely on PR to bring in sales leads, is a little like relying on a crab line to hook a tuna, the line and bait work, but it's perhaps not the only way to land a big fish.
PR should be integrated, to support sales and marketing activity. Here are some examples of sales, marketing and PR working in harmony:
- If you are at an exhibition, look at which journalists might be attending and target them.
- If you're developing a seminar on important industry issues, you might get a journalist there or be able to submit a review afterwards.
- If you're launching a new product or service, use it to reach prospects and partners as well, don't rely only on journalists to attend
- If you win a new contract, announce it to your other customers and prospects, as well as the press and see whether you could write a case study once the project has been completed.
- If you get PR coverage, point it out to customers, have a folder of press cuttings in reception, direct people to it via social networks and leverage it to add to your company credibility.
For more information contact:
Kimberley Gray - PR Consultant
Tel: +44 (0)118 969 4904/ +44 (0)7884 405835