Not a bad result, eh? After all, this magazine is considered a top tier business publication, it has a global reach of highly qualified readers, and its readership consists largely of decision-making (i.e., people that approve purchases) finance industry executives. This is an audience that our client actively targets for business opportunities.
Well, the journalist wanted more. He also asked to speak with one of our client’s customers in order to get a true end-user perspective for his article on human capital metrics.
The reporter’s deadline was tight (48 hours), and our client was initially unable to identify a customer that had time for an interview – even though the interview is with.
We could have easily told the reporter that it was impossible to line up an interview in such short order. Instead, we continued pushing our client to identify a customer who could accept the interview.
And instead of restating the facts that our client already had in hand (reporter deadline, opportunity description), we reminded our client that a feature-length article in a publication like should have a long shelf-life as a useful piece of marketing collateral – at least 12 months.
We also reminded our client that being included in the article would have value for its customer; whose spokesperson would be positioned as an industry expert and whose organization would be positioned as a leader in its ability to effectively embrace human capital metrics strategies as a key aspect of its overall corporate management strategy.
In the process, we turned ourselves into a reliable information partner for a valuable media contact. And the next time this journalist needs a good human resources industry source, he knows where to go. More importantly, this journalist will be more willing to consider pitches we send him down the road.
There is no single process that can be applied time after time in order to build bridges with the media. But by applying the attributes of a good journalist or industry analyst to your own public relations activities (be resourceful, be resolute in pursuing your goal, be insightful in your recommendations), you will be pleasantly surprised at the amazing results that will flow for your company.
