«Return to Blog List PR Reps: Your Ally in Getting the Customer’s Buy-in
For many companies, the biggest challenge in creating customer case studies and success stories is getting customers to agree to be featured.
I’ve often found the customer’s PR team is the most valuable ally in the whole process. Here’s why:
- It’s PR’s job to help secure positive coverage/exposure. When you come to your customer’s PR group with a promotional opportunity such as a case study, it’s a chance for exposure that will involve very little of the customer’s PR group’s time.
- PR can help push the story through other channels at the customer’s organization, such as legal.
- Your customer’s PR group also knows what messages the company wants to reinforce publicly, and can communicate that upfront.
- The PR team will ultimately have to review the story anyway, so why not involve them upfront?
From the start, just make sure that you communicate to the customer’s PR group that…
…a customer story is a joint promotional opportunity
…you are interested in weaving in your customer’s key messages also
…that your company will be using this throughout sales, marketing and PR, for maximum impact
Do you have any tips or success stories from working with a client’s PR team on case studies or success stories? If so, please share!