- Humanize the story. How do you humanize a semiconductor chip? We took the lead designer on the press tour with us. Storytelling is even more relevant today – you need content rich in flavor and texture to get over the Internet noise level.
- Let necessity be the mother of invention. Because of our lightweight budget, Lou says I inspired the agency to take risks and deviate from the norm. But frankly, we were a second tier player who wanted first tier visibility; traditional strategies and tactics just weren’t going to cut it.
- Pitch David versus Goliath. A classic. Everybody loves a David vs. Goliath story.
- Internal leadership. This is a requirement. A top exec has to be willing to stick his neck out, sell up, fight for resources, and take the heat.
- Set aggressive goals. The best way to get the management team on board is to set aggressive goals and metrics and then meet them. And if you fall a bit short, trust me, nobody will complain.
- Commit exec resources. Successful PR requires executive commitment to drive internal strategy and planning, do press tours, and to build media relationships by dropping everything and be a resource when the press calls.
- Skip the Kool-Aid. Too many executives breathe their own fumes and expect the media to just rollover and write big stories about their products. Always start with a strong dose of objective reality.
- Lead with the Wall Street Journal. Cultivate relationships and break big news with the WSJ, then sit back and man the phones when everyone else picks up the story.
- Let customers and analysts tell the story. Especially true for tech or B2B, line up analysts and customers to bring credibility to a big launch.
- No events, just one-one-one interviews. We never did a PR event, just one-on-one interviews. Big time investment, big payoff.
Reference article: http://blogs.bnet.com/ceo/?p=3620&tag=content;col2
Posted in: Marketing
K3 Design Blog 
Posted on February 20, 2010
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