A Guide to “All-Parts PR”
Sit in on enough new business pitches and you begin to pick up on some commonalities. When the topic of our approach to PR inevitably comes up, one trend I have identified, and found myself explaining to both would-be and soon-to-be clients is what I deem the “All-Parts PR” approach.
Okay, what are you talking about?
The all-parts PR approach is simple and straightforward. When distilled down, the term means that here at Caster we help you review, analyze, and strategize on how we can best use assets you’ve already created to get increased mileage out of them. We take this approach because, unless the project’s scope is to start from scratch, a client’s time, effort, and money has likely already gone into creating usable assets; they just might not know it yet.
Give me an example.
The beauty of this approach is that it can be anything. An announcement blog, a press release, a case study, or a white paper. The all-parts PR approach involves putting that asset under a microscope and finding new, unique ways to leverage (and re-leverage) that content.
Take a case study as an example. Traditionally, a client will take the time to write a case study and post it to their website. Then what? If you’re not dissecting that piece of content and taking additional actions, you’re leaving pieces on the table.
Rather than just letting that piece of content sit stagnant on the website, here are three high-level next steps that could be taken using the all-parts PR approach:
- Break that case study down into multiple, unique social media posts that you can schedule as part of your regular cadence. Tag your partners and tag the client whose problem you helped solve for even greater visibility.
- Pitch that case study to relevant publications. Review both your industry and your client’s; identify a publication that covers those industries and solving problems and see if they’d be interested in publishing your study. This is made even more attractive to them if you have high-resolution images to accompany your pitch.
- Provide some fuel to your internal networks. Draft a single-paragraph summary of the case study and provide it to your sales force or internal team. You never know what scenarios they might encounter where having an asset to point to could help close a deal.
Let me tell you the best part.
The best part is this approach works with almost any asset you can imagine. Images, videos, case studies, white papers, quotes, testimonials, and even past press or news coverage can all be used, and re-used. When it comes to PR, nothing is one-and-done.
If you’re interested in learning more about our all-parts PR approach, I invite you to drop us a note. We’d be happy to see how we can help you get additional mileage out of what you’ve created!