If you watch the show Silicon Valley, you know how painful it was for PR executives to hear Richard, the inventor of Pied Piper, say – after receiving a huge round of funding – “I just want our startup to fly under the radar.”
Making the trip through the sales funnel as smooth as possible can mean the difference between a prospect and a client. And while there are a million blogs sharing tips on how to go about doing bringing in new customers, one idea may be overlooked – case studies.
As one of the most effective ways to show potential customers the benefit of implementing a service or solution, case studies are created to provide prospects with a digestible sampling of results. Case studies are one of the easiest ways to shed light on a problem a prospect isn’t currently aware of, or one they didn’t know had a solution.
There’s nothing like a little friendly competition to get the ball rolling. Recently, the BLASTmedia media relations team conducted something we like to call a Coverage Extravaganza. Each team member identified key publications that would count as “home runs” if our clients were included.
What do you imagine when someone says, “I work at a PR agency?” My clients think I’m chatting with Kathy Lee about their product, my mom thinks I’m Samantha from Sex and the City, and my college professors thought I would be drafting press releases – each has some factor in reality, but far from an actual explanation.
Public relations used to consist of account executives faxing a jargon-riddled press release to hundreds of media contacts in the hopes a story would come out of the effort. Well, it’s 2014, and now we have to incorporate social, advertising and a whole new strategy for traditional PR in order to make an impression on editors and media contacts. So, while you might still think I spend all day tweeting breaking stories to Brian Williams, there’s a lot more to working at an integrated marketing agency that my clients don’t realize.
Below are four services you didn’t know an agency could provide:
- Speaking and Award Opportunities. Do you ever wonder how a company makes a “best places to work” list? Many people think a group of people judge an array of companies and rank them based on certain criteria – well that’s true – but the panel of judges obtained the company information from an account executive who submitted on a company’s behalf. Awards and speaking opportunities are often a time consuming process, which require company information like financials, goals, case studies and client stories, in order to prove to the panel why that company deserves to win. Why does this help you? Depending on a company’s goal, earning a “best place to work” award can bring in new talent; while winning “best asset management solution” can drive more sales on your website.
- Internal Communication Strategies. Crisis communication, reputation management, boilerplates, and repositioning messaging all fall under this category. Whether it’s a startup that needs to identify the right messaging to reach their market or an enterprise is going public, internal messaging and communication is a component PR executive’s tackle. Why does this matter? Account executives consider industry knowledge and competitive research a must. As such, your PR team will evaluate competitors, keywords, and areas in which your company can fill a need, ultimately pushing you to the forefront of crucial media and influencers.
- Leveraging Created Content. Many companies update their blog, add press releases, share customer quotes and promote white papers on their website. These assets can be used to pitch story ideas, repurpose information from white papers, locate a vertical that may not have seemed to fit before, or provide thought-leadership type pieces. Why do you care? The content is already created, now it’s just a matter of making it fit for that media contact’s audience. Account executives have built relationships with contacts, they’ve taken the time to stay abreast on the contacts beat and preferences. Not only will a PR executive help you find the best contacts to leverage your content, but they will pitch the best angle to secure the coverage. Reaching new audiences helps you locate potential customers. And, it’s nice to get some additional life from content that your employee took the time to create.
- Analyst Relations. Industry research firms like Gartner, IDC and Forrester are the most well known in the business world. From forming predictions of upcoming consumer trends, to offering insight into varies business intelligent products, these firms provide a lot of value. You might know PR agencies can conduct analyst outreach, but you might now know why that matters. Well, analysts aren’t like normal media contacts. There is a certain way you need to go about engaging them to schedule briefings. So while you might pay Gartner a hefty sum from the marketing budget to leverage their insight, you might not be communicating with them effectively. How can PR help? Companies pay these firms to provide insight into cloud computing, business productivity and other information to increase revenue, because these firms have such great pool of resources. You want your business to be among the services they recommend. An account executive can schedule briefings and help you put together pertinent analyst updates like company growth, new features, product enhancements and financials, so they are fully aware of your services and more likely to recommend you to their customers.
This is only the tip of the iceberg. In my second post, I will share more services you didn’t know your agency could offer. If you’re interested in procuring any of these benefits for your company, please contact Lindsey Groepper.
Media Mondays are back! For this upcoming Media Monday on April 14, we will show college students and recent graduates BLASTmedia’s bread and butter: executing integrated campaigns for our clients. You may ask yourself, what’s an integrated campaign? (Glad you asked!) Let me break it down for you:
Here at BLASTmedia, we execute hyper-targeted social advertising across a multitude of platforms. Through this refined approach, we can reach our client’s specific target demographic with the right message that won’t get lost in the noise.
BLASTmedia’s PR experts work around the clock to get media coverage for our clients. This PR service is considered earned media because we’re actually going out and earning that coverage and building relations with editors at top-tier publications.
Our social media management and content marketing experts focus on creating meaningful relationships with a client and their customers through social media and blogging. This is called owned media because we own the results, there is (wo)man power behind the tweets and social engagement.
But, let’s not forget our creative services, which as the title suggests, mans the awesome branded content for our clients. These creative assets could be YouTube videos, infographics, bite-sized shareable images, and social branding. Simply put, the BLASTmedia creative team produces awesome things across the web.
You’re probably thinking to yourself, well dang that’s a lot! And it is, but each of these services (paid, earned, and owned) lend themselves to integrated campaigns to ensure success for our clients. Proper keyword targeting on Twitter and engagement with key social influencers could lead to PR coverage that is then promoted through Facebook advertising. Just as a stellar YouTube video could be pitched and turned into PR coverage and then go viral across social platforms.
Now, why does this matter to you? Well, let’s say you’re a PR student who has an interest in social media. Executing integrated campaigns allows you to hone your PR skills while thinking about the bigger picture success for your client, incorporating social media, paid media, and creative services.
We’d love to tell you more about our success with integrated campaigns and what it means for the PR space. College students and recent graduates are invited to attend a short presentation and Q&A session at the BLASTmedia office on April 14 at 4:30 pm. Please RSVP by April 11 on BLASTmedia’s EventBrite. We look forward to seeing you then!
January and February may be epically cold across the country, but the arctic chill isn’t stopping BLASTmedia from producing HOT coverage for clients! Here are some highlights from the past month:
- Engadget highlighted SMS Audio’s sport-friendly headphones.
- TCP was featured in Yahoo! Homes and Consumer Reports regarding its remote-controlled LED lights.
- AllYou included the iBattz Vogue Portable Charger as a Valentine’s Day gift for tech-savvy husbands.
- Moxtra, a productivity-focused app, was among a roundup of applications suggested by Yahoo! Shopping to help with New Year’s resolutions and weight loss goals.
- 50 Cent talks headphones and DVDs on USA Today. See the video here. We all knew he was an entrepreneur, but he shows his business-smarts in an article by CNBC.
- YouTube reviewer UnboxTherapy met with 50 Cent at CES 2014 to highlight the new SMS Audio lines debuted at CES 2014. The video has exceeded the 89,000 views mark!
Need the client coverage you’re seeing and wanting the same for your business? Contact Lindsey Groepper to learn more about how BLAST can help.
BLASTmedia is an agency that solves our client’s most significant marketing challenges through the strategic use of earned, owned and paid media. We are currently searching for a passionate, results-driven PR Account Executive and a Paid Media Account Executive.
Paid Media Account Executives:
This position requires the utilization of website traffic analysis tools and industry-standard analysis tools to quantitatively provide recommendations that improve the marketing/advertising effort.
The ideal candidate will have:
- Experience in a digital marketing environment; digital media planner, buyer, or optimization experience
- Proven ability to work in a progressive, fast-paced environment meeting deadlines with a positive attitude and composed demeanor
- Must possess a working knowledge and experience in digital marketing and social networking, particularly involving YouTube, Facebook, Twitter, and LinkedIn.
- Familiarity with ad serving technologies is a bonus (e.g. Facebook Power Editor, Google AdWords for Video, DFA, etc.)
PR Account Executive:
This position requires one to three years of prior work experience. This person will work on both B2C and B2B technology PR accounts. The ideal candidate is able to handle multiple projects at one time, has strong writing skills and has a strong attention to details.
Account Executives are expected to:
- Build relationships with existing and new clients as well as members of the media and analyst community
- Contribute to creative, strategic and high-impact PR campaigns
- Understand all aspects of the media relations process from initiating new contacts to ‘selling’ stories
- Write and edit client materials (press releases, case studies, speaking & award submissions)
- Thrive in a fast-paced environment
- Have an ability to multi task, strong organizational skills and attention to detail
As a BLASTmedia account executive, you will acquire new skills and experiences at record pace. BLASTmedia recognizes that talent is the key to its success. Bring your passion for providing exceptional customer experiences and join a dynamic team that values the entrepreneurial spirit!
BLASTmedia provides competitive wages, paid holidays, PTO, and benefits, including a 401(k) plan with discretionary employer match and bonus opportunities. Salary will be commensurate with experience. We provide our team a challenging, fun, and highly energetic work environment inclusive of a stocked fridge with sodas and snacks, a “breakfast bar,” and half-day Fridays during the summer months.
This is a full-time, permanent position. Candidates must be local to the Indianapolis /Fishers, IN area and available to interview in person. Telecommuting is not available for this position. No relocation assistance will be provided.
Send resume and salary expectations to jobs@BLASTmedia.com.