What’s In It For Me?

What’s in it for me? That is the question your clients and customers ask every time you push out a new product or service. Your content details the ABCs of that new product or service; and you want customers and clients to know YOU are the best at delivering the goods. But – what is in it for the customer or client? Why should they choose your business over other businesses?

Part of public relations is being able to express to the client what the public wants; what will the public ask about your product or service? What do they need from your product or service? This is a difficult task since every client wants their PR person to help sell your products and services without question.

Often, a PR person will help you to see the customer or client’s perspective. Your PR person is a consumer and often has an educated view as a public consumer. Recently,  a client had an industrial accident on site. The business owner said, “We don’t need to say anything because the accident involved our sub-contractor.” If the PR person did NOT point out that the public will indeed see the accident as involving this particular business, he or she would be seriously wrong. there were media inquires and the response was “the police are investigating.” In the end, the client realized they should have had a better response prepared for the media calls that came in. Fortunately, there was no lasting media attention to the incident. The results could have been much different.

When it comes to allowing your PR person to explain the views of consumers – listen and learn. That person offers you the up-close-and-personal view of your product or service that can help better mold your message. Your message can focus on benefits to the consumer or client which can help your business image come across as more consumer-focused instead of only being focused on profits. 

Your Company Story – Expert PR Advice

You’ve got the best product or service out there, right? So you say. But how do you get your audience and customers to believe your message?

One of the most difficult challenges to public relations is straddling the needs of the client and the needs and wants of their customers. It’s the PR person’s job to relay a message that ‘sings’ to the audience even whWhatisNewsen the client may not be completely on board with that message. For example, the client wants the message to express how expert their services are; the longevity in the business and how they will take care of the customer like no other similar company. The customers sees many other options in the marketplace so how does THIS company stand out above the rest? It’s all in the storytelling.

The PR person should consult with you to develop potential news ‘hooks’ that can be told in a clear, concise and compelling way in order to attract the interest of customers via your web or social media content, news releases or through customized pitches to the media. A savvy PR person who has strong media connections and knows how to reach out to reporters, producers and editors is uniquely qualified to provide this service for a client.

A PR company that blasts the same release, pitch or storyline to a long media list will likely not get the results the client is hoping for. A media pitch can take hours to mold and shape. The client has to assist by providing the facts, quotes and other details needed; it is the PR person who shapes those details into a pitch (and compelling subject line) that will at least get the media person to open the e-mailed pitch. The client who believes he or she can do all this will be disappointed in the results and frustrated by the amount of time taken away from daily business. A PR person is a step removed from the client’s daily business and can more or less objectively present the pitch to media contacts.

Why not call each media person? Reality is: people seldom answer their phones these days. When they do, they are pressed for time. If they are not interested in your pitch, the phone call may leave a bad impression.

The best PR people:

  • Listen to the client’s story
  • Ask questions about the business, challenges, hopes and dreams of the clinet
  • Find the message that will translate first to the media – then to the public

Trust your expert PR person to understand and tell your story in your content as well as in media pitches. That person is working for you for a reason; he or she can translate your story about your product or service to people with a compelling story that in turn can mean more business for you.