We need to talk
Babak Daemi, managing director, Everlasting Marketing & PR discusses the importance of marketing and PR
Marketing & PR, or communications, is as important to a business as R&D. After all, what use is a 3-D printer if no-one knows about it? We live in the age of information and sophisticated communications so communication should be a major part of your business plan, not an afterthought. And marketing strategy is strategy that makes your business plan work.
Tactically speaking there is little better than becoming an authority on a subject close to your business goals. Authority gives your company the edge. Authority secures editorial coverage and gives your company credibility. And when a company has authority on a subject it becomes a go-to source for editors and journalists.
Communication tactics like PR and marketing can give businesses authority and invincibility on a subject or in a sector.
Top tips for gaining authority
Tip 1: Chose the best topic. This sounds obvious; however, it is the starting point that is usually wrong. Some companies try to be the market authority, or even global industry specialists. Be more refined, be more targeted and be more creative. Focus on your solution. For example, if you manufacture medical devices made from plastic, focus on the solution the device provides. And once you have chosen it, stick to it.
Tip 2: Chose the best communication tools for your desired target audience. The best ways are white papers, social media, blogging and if you are comfortable with it, public speaking.
Tip 3: Be patient. It takes years to naturally become an authority. This process can be sped up using a well-connected and highly skilled PR agent of course, turning years into months. However, remember, to be thought of as an authority, you need to provide rich content that offers value to the reader, teaching them something they didn’t know or providing fresh insight into a subject.
Tip 4: Be Responsive. Staying focused on your key subject and providing media comments will give you and your business an authoritative position. ‘A tip within a tip’ - use a news aggregator and focus on the chosen subject. Ensure to provide comment to key news outlets as quickly as you can. A good PR agency will do this for you and will be following news relevant to the chosen subject.