Every firm wants to attract attention and portray its services and experiences favorably. Blog posts and press releases cover a range of company messages. These tools are communication methods for maintaining a positive image and are essential to building a solid reputation.
You may ask, "What is the difference between a blog post and a press release?"
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The following is a listing of occasions that require either a blog post or press release:
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Blog
A blog generates content about industry news and best practices in a "post" to capture the attention of desired audiences. It is best to save company-oriented news for the pressroom because it will reduce the blog's credibility.
The following events require a blog post include:
- A dialog about the latest industry news.
- A dialog about local and regional news.
- Attendance of events, tradeshows, and conferences.
- Discuss best practices with a case study.
- Discuss and demonstrate the use of cutting-edge technology.
- Discuss industry trends and methodologies.
Pressroom
A pressroom is a practice of gaining exposure to a company's audience by using newsworthy topics as a "press release" to generate media coverage.
The following events require public relations efforts:
- Announce a new or enhanced service offering.
- Announce a new client.
- Announce a new partnership.
- Could you announce the completion of a new project?
- Significant company announcements include increased sales, revenue, profit, or market share.
- Significant employee announcements, such as notable awards and recognition or new employees.
Develop a Plan for Your Professional Services Blog and Public Relations
Now that you have a general idea of the occasions that require a blog post or a press release, it is time to develop a plan. Take the first steps by understanding the company's internal and external factors that will affect your approach to communications. Document these factors in your Professional Services Blog and Public Relations Plan. Internal factors may include the following: the company's mission and vision statements, key people biographies, service descriptions, company statistics, policy statements, procedures, damage control, and any controlled communication. External factors may include the following: archives of past media coverage, media lists, journalists and columnist relationships, partners or groups with similar interests, company surveys, schedule of past events, important company dates, list of government and political connections, and documentation of any relevant government guidelines, and legislation and regulations.
After you clearly understand internal and external factors that affect corporate communications, it is important to define blog posts and press release goals and objectives. Identify and list messages to target audiences and ensure these messages align with the firm's goals and objectives.
When you are satisfied with your messaging, it is time to figure out communication tactics. Tactics include message and media tactics. A message tactic is a method for communicating the company message. A media tactic is a method to get picked up by the media to publicize a message. Communications may be in a blog, press release, advertising, email, podcast, or RSS feeds.
A schedule and budget for a planned blog post and press release events and activities are important. Costs can be estimated by listing the event or activity, describing the event or activity, and associating deadlines for each event or activity. It also helps to have a list of tasks to cover each event and activity completely.
Launching the Professional Services Blog and Public Relations Plan
Execute the blog posts and press release activities to the schedule outlined in the plan. As you complete the tasks associated with each activity, mark them off the blogging and press release schedule. Measure and record the response and size up this response against the planned goals and objectives.
Evaluate and Refine the Professional Services Blog and Public Relations Plan
Review the schedule of activities and monitor the progress. At the end of each blogging or press release activity, review individual responses and evaluate overall results. Create a progress report to note objectives and achievements and identify areas needing revision. After reviewing activities and understanding what is working and what is not, you may decide to adjust the plan accordingly.
Blog posts and press releases are tools for covering various company topics. Both tools create a positive perception of a company and its' professional services offering. Every firm should consider employing both tools to cover topics that attract desired audiences effectively.
If you found this article interesting, read Marketing Automation 101 for Professional Services.
Could you incorporate your professional services blog and public relations plan in your campaign plan for marketing automation?
