smart shortcuts for B2B tech success • EC-PR
TL;DR – Strategic PR shortcuts
1 Focus on owned media channels: Build a strong foundation with clear, consistent, and well-crafted messages across owned platforms, such as your website and newsletters. Use these to control your narrative and engage your audience at every touchpoint.
2 Adopt content repurposing strategies: Implement a waterfall content strategy to maximise the reach of cornerstone content (e.g. whitepapers) by repurposing it for various platforms, ensuring your message adapts without dilution.
3 Leverage automation tools carefully: AI tools like ChatGPT can streamline content repurposing and enhance efficiency. However, maintain a unique voice and provide clear direction to ensure authenticity and strategic alignment.
4 Create evergreen content: Develop lasting content that stays relevant and addresses customer questions, educates your audience, and builds trust. Repeatedly repurpose and share this content to reinforce authority over time.
5 Optimise for social media: Use LinkedIn strategically as a key platform for building awareness, engaging decision-makers, and showcasing expertise. Encourage senior leaders to establish themselves as thought leaders by sharing insights and expertise.
6 Invest in relationship building: Develop a targeted media network by focusing on journalists and publications that matter most to your audience. Build relationships by pitching distinctive, newsworthy content that aligns with their editorial goals.
7 Encourage user-generated content: User comments and testimonials showcase real-world impact. These authentic narratives build credibility with prospects and strengthen relationships with existing clients.
8 Target high-impact speaking opportunities: Focus on three to four key events annually, where your technical decision-makers can connect with the right audience, ensuring efficiency and maximum impact.
9 Develop a targeted awards programme: Create a calendar of awards that align with industry priorities and are valued by your customers. Use a template-based approach for submissions to save time and maintain consistency.
10 Pitch with purpose: Build credibility with journalists by consistently providing genuinely newsworthy content that aligns with their audience’s interests. This strengthens media relationships and showcases your organisation’s leadership.
11 Maximise ROI with strategic shortcuts: Recognise that operating under financial constraints requires a deliberate focus on high-impact activities and a streamlined, resource-efficient approach to achieving PR goals.