Why does your integration business need PR?
Many home technology companies may not know that they need public relations to be successful. PR is important, and can help impact their bottom line.
PR is about telling stories to build brand reputation.
Generally, PR builds a company’s reputation by using various forms of media—print, online, TV and radio/podcasts—to tell a compelling story about a product, position, or idea to gain third-party validation and positive attention.
PR leverages relationships, ideas, and strategic messaging to place earned publicity without ad dollars. For the integration business space, an example is using a media relationship at a top technology magazine to place a ghost-written piece by the company CEO or other spokesperson on a relevant industry topic. This PR strategy raises the brand visibility of the CEO and the company overall, as well as increases the company’s credibility as an expert in the space. Over time, this increased brand reputation can translate into more customers.
PR is not advertising or marketing, which require paying media outlets to place sales-focused messaging in front of your target audience — you’ll usually recognize them as “sponsored posts”. Public relations, contrastingly, has more credibility, as it’s written by the publication as an editorial piece on a relevant topic. Good PR professionals know how to craft story angles about their clients or companies to earn media coverage that’s newsworthy. For home technology companies, especially those without big ad budgets, PR is a way to get in front of new and current customers in a credible way.
Weaving compelling brand stories takes skill and time.
PR requires more than just writing press releases and blindly sending them to every media person you know with hopes they land somewhere. Good PR requires (ideally years) of relationship building with media outlets and a keen understanding of how to target pitches for the greatest mutual benefit of outlet and client.
For home technology professionals, the brand story is easy to find. Look at key industry trends that your spokesperson can comment on, recent problematic installations that your company solved, and other components that differentiate you from your competitors. The key to getting it in the pages of CE Pro or Residential Systems is finding a way to make your story and projects relevant for their audience. Did you figure out a new installation method, or a better way to approach a scope of work? Share expertise, opinions, and stories that are newsworthy to be featured in the news.
In summary, getting effective earned media requires skillful targeting, relationship building, and the creation of relevant and engaging content.
PR doesn’t need to break the bank.
If you’re adding PR to your company’s business strategy, you might want to start small and do it in-house. Basic tools can help you gain an understanding of PR and the media you want to connect with, stay on top of the changing PR space, and put in the time, you can be successful with an in-house PR strategy. PR is more than just press releases; however, writing an interesting, succinct and informative press release is a basic building block of a successful PR strategy and a must-have to let the press know about your product, service, offering, or event.
Learning how to put your company in the news through PR tactics is easier than ever with Caster Academy – an online training portal designed specifically for home technology professionals to create their brand story, write press releases, and get started on social media. Learn more about courses and sign up here: https://castercomm.com/caster-academy/