Validate your companyโ€™s vision and technology
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May 3, 2023

๐Ÿ‘‹ rethINK PR is our weekly newsletter filled with PR, content marketing and digital media advice. We tell you what works, what doesnโ€™t and why.

OFF-MUTE ๐Ÿ”ˆ

๐Ÿ’ซ When you have a great product or service, the real PR magic happens. 

 

๐Ÿ’ช People start rooting for you. 

 

๐Ÿ’ฌ Advocacy is a powerful communications tool that drives awareness, builds pipeline and influences revenue. 

 

๐Ÿ“• Customer storytelling, for example, is one of the most effective ways to validate a companyโ€™s vision and technology. It can be leveraged to explain how features and functions work, inspire cross-platform adoption, and even deepen customer relationships. 

 

๐Ÿ› ๏ธ But a successful customer advocacy program takes time and effort to build. Hereโ€™s what our EVP and Pacific Northwest General Manager Kate Riley recommends: 

 

๐Ÿ”Ž Identify the right customers. Are there specific audiences youโ€™re trying to reach? Access to credible and knowledgeable spokespeople who can talk about results and direct outcomes is key. 

 

๐Ÿ’ฌ Communicate how it benefits them. Reinforce how working together can (and will) help both of your brands boost awareness and credibility in the space. Just be sure to get sign off from the customer and their PR or legal team to be named publicly.

 

๐Ÿ’ฏ Keep it low pressure. These are your paying customers after all. We recommend keeping the ask casual. And if the company isnโ€™t up for participating in a media interview, perhaps they would be interested in speaking during a LinkedIn Live event or sharing their experience as a written case study for the website instead. 

 

๐Ÿ“Š Show (and tell) different use cases. Find ways to spotlight how the product or service is being adopted across priority verticals. Keep questions like these in mind: 

  • How long have you been using the product/service?
  • What problem(s) were you facing/what was the need that caused you to look for a solution like this?
  • After implementing the solution, what were some noticeable improvements?
  • Can you share specific metrics on how it reduced costs, downtime and/or improved efficiency for your business?

๐Ÿ—“๏ธ Choose the moment. Can a customer support an upcoming launch or extend momentum after a recent one? 

JUST FOLLOWING UP ๐Ÿ™‹

๐Ÿ“ฃ When it comes to product news, you need to balance what you do with how you think. Treat every launch as an opportunity to craft and tell your story. But donโ€™t get too caught up in the tech particulars (although they matter). Always focus on the broader business story โ€” connect the dots to why it matters now to potential buyers and tie the news to a bigger trend or issue affecting the industry.

CLIENT INK โœจ

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RSA Video Interview

Security Is Now Part of the Edge Ecosystem

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Podcast Episode

Zwitterionsโ€™ Super Powers Could Solve Wastewater Membranes Number One Problem

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Data Report

HCA Healthcare reports improved nurse recruitment and retention

GV_Mobile Mockup Instagram Grid

Channel Launch

Google Ventures' new Instagram

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Product News

Honeycomb announces generative AI-driven natural language querying for observability

THE DOWNLOAD ๐Ÿ‘ฉโ€๐Ÿ’ป

โฌ‡๏ธ WordPress cut its API tie with Twitter.

โฌ‡๏ธ Facebookโ€™s glitch caused significant ad overspend.

โฌ‡๏ธ TikTok lost its head of trust and safety for the U.S. 

โฌ‡๏ธ RTRO, an algorithm-free social media app, launched this week.

OPEN TABS ๐Ÿ“ฑ

๐Ÿ“Œ 8 Key Elements Of Thought Leadership 

๐Ÿ“Œ 7 Ways To Establish Exec Leadership Style, Tone & Presence On Social Media

๐Ÿ“Œ 6 Key Elements To Crafting A Strategic Narrative 

๐Ÿ“Œ Build Your Own Newsroom 

๐Ÿ“Œ DIY PR Or Hire An Agency? Top Media Tips & Considerations For Startups 

๐Ÿ“Œ How To Plan A Paid LinkedIn Campaign

๐Ÿ“Œ Influence Comes In All Shapes And Sizes

๐Ÿ“Œ Lessons Learned From The Silicon Valley Bank Collapse

๐Ÿ“Œ Sam Whitmoreโ€™s Six Media Trends To Watch In 2023

๐Ÿ“Œ The Role Of Search In Strategic Communications

๐Ÿ“Œ Why Itโ€™s Time To RethINK PR 

๐Ÿ“Œ You Inherited A Comms Program. Now What?  

โ€œCompanies that align communications and customer marketing can create an effective advocacy program that supports business goals and establishes credibility in the market.โ€  


โ€” Kate Riley, executive vice president & Pacific Northwest general manager, Inkhouse

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๐Ÿ“• Bookmark our newsletter archive

๐Ÿ“ฑ Tweet now about this weekโ€™s topic

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