Jumpstart Marketing with a PR Agency
January 11, 2011 1 Comment
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So this last week we got a jumpstart to marketing in 2011 by announcing a company acquisition and received some great coverage from the release. I worked for the last few months to line up a PR agency which I had have worked with in the past and it is amazing how much a good PR team can help jumpstart all your marketing programs.
Not only did our press release get covered in dozens of online and print publications we also were able to generate interest from leading analyst how were interested in knowing more details regarding the release. This type of coverage is extremely beneficial for several reasons. First it helps drive brand awareness and exposure to those who may have never heard of your company and or know what it is you do. And second it helps complement your overall SEO strategy by building hyperlinks to the press release on your website. As with any marketing program you need to have a holistic strategy around the activity. Announcing a press release is not good enough on it’s own. So here are some tips to help get the most out of your release.
– Coordinate a speaking schedule with your executive team. Once the release hits the wire there will be many writers, analysts and or bloggers that will want to speak to your CEO quickly so they can crank out an article on a short deadline. Knowing the availability of your E-Team will allow your PR agency to schedule interviews quickly in order to capture on the momentum.
– Have a Social Media Plan to incorporate the announcement. I would suggest creating a bit.ly link for the press release and distribute that to internal employees for use. Create a dozen Tweets that highlight talking points within the release and associate the same bitly url with all of them.
– Use Your Website. Make sure the press release is not only posted to your website but also get’s home page visibility for those new visitors that will show up on the day of the announcement. You will want to stage the press release in advance on the website for two reasons. One, staging but not making “Live” or “Public” will allow you to distribute the press release URL in advance and second, will allow you to quickly flip the switch 10-15 minutes before the press release hits the wire.
Don’t think that launching a press release or media alert is going to ignite that magic marketing moment. PR like SEO takes time and planning over the course of a year and sometimes more. Selecting the right team that brings a variety of creative experience and industry connections will help you plan out a year long PR strategy to make you successful.