When kick-starting a PR program, the main challenge is creating awareness about the company, executives and products/services within the industry and to prospective customers. In the pursuit of immediate results, the tendency is to pitch and secure media coverage about the features and functions of a product or solution. And based on this initial success, subsequent PR efforts solely focus on product upgrades, improvements and other similar “speeds and feeds” details.
However, focusing on speeds and feeds has its drawbacks:
* Elevating product over value proposition. Your company becomes known for the product features and functions versus the value proposition that your company solves, which
* Pigeon-holes your company in the minds of your customers, prospects and influencers. This creates a situation where you have
* Minimal thought leadership compared against your competitors. Your company is seen as providing a specific product versus positioning your company executives as thoughts leaders who are driving the industry forward.
* And this hinders your consultative sales efforts. Your salesforce requires sales materials that highlight how your solutions, services and products solve a business problem. By focusing media coverage on features and functions, your not arming your salesforce with the right tools.
Let’s be clear. I’m not advocating that you favor thought leadership in place of speeds and feeds. Rather, you have to implement the right mix of PR tactics to achieve your PR, marketing and business objectives.
Do you agree or disagree? Are there any other drawbacks?
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Cece Salomon-Lee is director of marketing for ACTIVE Network, Business Solutions division, and author of PR Meets Marketing, which explores the intersection of public relations, marketing, and social media.
This blog contains Cece's personal opinions and are not representative of her company's.
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