subject: Technology Public Relations Roi [print this page] For companies to tell their stories in such a manner as to create the proper perception of who they are in the worldthe accurate, honest perception of their leadershipthey have to do three things:
1. Create awareness.
2. Have access to decision makers who have awareness.
3. Earn accolades by being the best at what they do.
Its no accident that there are As all over the place. I want you to remember it like this: Triple A industry leadership methodology, which was created and trademarked by technology Atlanta PR firm Write2Market.
The first A, Awareness, is the foundationand in many ways, it is the traditional public relations firms or PR in Atlanta. You have to make sure people are aware of you before you can earn their business or form a relationship.
The second A, Access, is about having meaningful face to face encounters with decision makers so that positive business reputations accelerate into sales. Without this component, you can have a lot of top-of-mind awareness and brand recognition, but lose the momentum for the sales team. For this reason, creating conferences or nailing national speaking engagements is a big component of this methodology.
The third A, Awards or accolades, is about acknowledgement. One hand clapping is never as effective as the applause of crowds. In this third and final pillar of recognizable industry leadership, your product, service or idea wins awards from respected third parties. You are acknowledged by your industry for greatness. This third and final tier is often ignored, but over the years experience has prove its invaluable. Not only does the winning of awards strengthen your reputation at a high level, it also puts your executives in the room, often literally, with other high performance business partners. The net effect is a boost to not only your reputation and pipeline, but also to your network of business partners that can introduce your award-winning, acknowledged leadership to new prospects.
If you focus your marketing on the three things, the company grows. If you track these three things, you can earn your way into the circle of industry leadership.
