6 Tips to Skyrocket Your MarCom Results Through Strategic Storytelling

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By: Bulldog Reporter

“Quality is much better than quantity. One home run is much better than two doubles.” – Steve Jobs

Steve Jobs’ words ring true when it comes to accessing the success of B2B public relations campaigns. As PR professionals, it’s often our first instinct to reach for the stars when securing coverage, but getting your client quoted in five different articles isn’t a success if they don’t reach the appropriate audience.

Think about it. If you’re trying to promote emerging technology capabilities to thought leaders in a niche audience, is a placement in a national news outlet really going to help achieve your client’s end-goal?

Many times, effective business-to-business PR isn’t achieved through “big time” placements, but rather in accomplishing smaller “wins” that will move the dial with your client’s target audience. The first step to ensuring that your campaign will reach the right people is taking the time to understand the landscape of your client’s industry. A great way to get the ball rolling is by asking yourself and your team simple questions like, “What are the most read publications within this industry?” or “Does a certain type of trade publication carry more weight than others?” Sometimes exploring options outside of traditional PR is a good place to start like, “What impact can social media have on reaching the target audience?”

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