We hear that a lot. “I need a press release.” Or, “I need a white paper.” Or (in the last few years), “I want a Facebook page.” To us, that is putting the proverbial cart before the horse. When asked questions of this kind, our response boils down to this: What are you trying to accomplish? Who are you trying to reach? What do we want them to do? The key is aligning the tactics with the business objective. Sometimes these are in fact the right tactics, sometimes there are better mousetraps.
For example, a press release is a great tactic if our goal is to reach a wide range of media and online influencers to educate about something new—new data, new approval, new acquisition, new C-suite member, etc. On the other hand, if our goal is to have a dialogue with a handful of targeted reporters to share your perspective about a current topic, a customized pitch followed by a sit-down is far more likely to accomplish the objective.
We work with clients on first defining the communications objectives to support the business goals. A tactic for the sake of checking the box isn’t likely to have an impact on the business and, therefore, in our minds, isn’t worth the resources needed to do it.
Can industry and advocacy peacefully coexist?