Story posted on 28 31, 2007
So you had a successful technology launch. You were in TechCrunch and GigaOm and ComputerWorld. Even the Wall Street Journal covered you. And while the buzz was great and your still high fiving the PR team, the customer calls are not rolling in. So now what?
It’s time to move into the ongoing phase of PR. This is the phase where a good, creative PR team helps you connect with buyers on a regular basis. In between the big customer wins and product launches.
So what's the goal of ongoing PR? It’s the drumbeat of news and media coverage that is directed specifically at your customer. It’s the difference between getting coverage in Business Week for your big news and getting covered in Sales and Marketing Management because that's what the people with the budget are reading. Now awards submissions, thought leadership pieces, contributed articles and customer case studies take center stage. You get the team in a room and come up with interesting pitch angles, comment on trends and conduct third party surveys and reviews. This is where you pitch everyone, big and small, long lead and daily, Chicago and Saskatchewan. The goal is simple; get more eyes to see your product name and buy your product.