- Posted by Ioana Good
- On March 3, 2020
- business development, legal marketing, media relations, public relations
“Do we need PR when we already have a business development department at our firm?”
This is a frequent question asked by business leaders in the early stages of considering media relations efforts. The truth is, influencing potential clients to take action has always been at the core of public relations. And in today’s competitive marketplace, media relations initiatives that underscore business development efforts will accelerate the sales cycle.
Here are three ways to use public relations as part of your business development plan:
Co-author a bylined article with a client
Bylined articles are an effective way to deliver combined experience and thought leadership to your target audience. Clients often appreciate you thinking of them and anticipating their needs by taking the lead on writing an industry-specific article and including them. For instance, if you are asked to write an article for Construction Executive on key employment issues contractors are facing in 2020, invite a construction client to co-author the article with you and provide key insights from their perspective in addition to yours. This will allow you to further build the relationship with your client, generate more visibility together and provide readers with valuable and practical application.
Submit an award
Clients are often too busy and humble to nominate themselves for prestigious awards, but when you endorse them, the submission becomes more valuable. Review editorial calendars to identify awards aligned with your clients’ businesses. Doing the heavy lifting to write the submission – or using our Poston Content team to help! – and telling a terrific story about your client’s leadership and results goes a long way to showing you care.
Pitch a story to the media about your client
Think about the media and offer helpful tips even if you don’t personally benefit. For instance, before you meet with a reporter, take a look at what he or she has recently written about and consider that area of focus. Are there any trending topics or ideas that may help with another story? Even if you can’t be the source, do you know other clients or community leaders whom you can introduce? Chances are that even if you are not highlighted, the reporter will remember you next time and see you as a valuable resource.
Establishing credibility in your public relations strategy relies on a good relationship with your business development team. Each arm can benefit from the other doing well, and ensuring an effective strategy at both ends requires open communication, trust and deliverable results. Poston Communications continues to foster client relationships through every aspect of our PR strategies, and as a result, we exceed business development expectations. If you have any questions on how to develop meaningful relationships through business development offers and promote client success, feel free to contact any member of our team.
Ioana Good is vice president at Poston Communications, based in Orlando.