On its face, UV Resources in Santa Clara, CA, isn't the most enticing organization around — it "manufactures ultraviolet germicidal irradiation systems for heating, ventilation, air-conditioning and refrigeration applications." So how does a creative PR company position it effectively? In this case, by a trade media relations campaign to tell the comany's story and display thought leadership in its field.
Indeed, any company as successful as UV Resources, or aspiring to be so, has stories to tell, O'Reilly/DePalma, a PR/marketing firm based in Frankford, IL, would assert. So John O'Reilly, the firm's chief storytelling officer, would likely urge such organizations to develop content-marketing sensibilities — to recognize and promote their stories in the trade press and at trade shows. O'Reilly talks a bit about how that's done in a story-telling post on his firm's site, O'Reilly–DePalma.com.
"In the first half of 2014," O'Reilly's post says, "the agency placed five bylines articles, two features and several case studies...This content strategy required solid subject-matter expertise and strong brand journalism." So don't be shy, recognize that your clients have stories to tell, determine where to place them, write them up and get them out. Content ahoy!
Doug Bedell has a background in journalism and PR and is the owner of Resource Relations LLC in Central PA, focusing on organizational and crisis communication. He’s the community manager of SimplyFair.net, a social network on fairness. On the Web, Doug’s at www.ResourceRelations.com. On Twitter, he’s @DougBeetle.
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