In a previous blog I emphasised the importance of public relations and why I believe it is the most powerful of tools in any organisation’s marketing arsenal. However to be effective you can’t just rely on good PR; to build awareness, educate your prospects and ultimately build market momentum, you need amazing PR.
To deliver this in the present day B2B technology business you need three qualities – vertical sector expertise, technology expertise and business knowhow. Given the public nature of PR you would expect your PR agent, or in-house advisor to possess those last two traits. What makes the real difference however, is the understanding of vertical sector issues – e.g. the needs of public sector end clients are very different to those of retailers.
It is the appreciation of the different issues in each sector that will elevate your PR in the eyes of journalists, analysts and prospects. They face a flood of information, empathising with their specific needs will make a difference, as Paul Marriner, stressed in his blog.
A lack of understanding of vertical issues will make your content stand out for different reasons – I noticed this article and these stinging responses from respected Hampshire County Council CIO, Jos Creese and professional body Socitm – ouch. Ok the BBC should take the lion’s share of the blame, but where was the careful briefing, the careful research? – And I am also not entirely sure FoI requests can be used for promotional means…
All sectors have their idiosyncrasies, it’s best to understand them and use this understanding as an advantage over your competitors – just like we do here at Marketing in a Box.