My eighty-six-year-old mother called me last night to tell me that she’s been “boiling eggs wrong all my life.” It seems she’d watched a cooking show and received some “best practice” advice. My mom is an excellent cook, so this made me realize that no matter how seasoned a veteran you are, there’s no harm (and often some good) in a review of the basics. In that spirit, I am going to share some advice for a question that comes to me quite frequently:
“What are the best practices for leveraging an industry or business award?”
First, deal with the basics: the press release.
Issue a press release. Be sure to include a quote from the awarding body about their judgment process and criteria. If the award is based upon a customer story, work really hard to include a quote from the customer in the press release. It’s OK to use the template that the award giver has probably given you, but make sure the press release is search-engine-optimized for your keywords.
Get aggressive on press outreach. Focus on reporters or social influencers (bloggers, analysts) who have been diffident or unresponsive in the past. If you can offer up an interview with the co-award-winning client, you have a very good chance of getting some coverage.
Post the news on all your social media sites.
If a customer was involved, try to convert to a “customer case study” press release. The barrier to this might be lower now that the customer’s use of your product/service is already public knowledge.
After hosting a Forrester webinar on April 25 about "3 Ways To Turn Content Marketing into Thought Leadership", I received some interesting questions from clients. I thought I would share the questions -- and a short response to each – since this line of inquiry points to broader question about the role of public relations (PR) in content marketing generally and thought leadership marketing specifically.