Original Question via Linked In:
I have a client who is a little different than my average client and I want to vet an opinion I have about what they are doing with the experts to make sure I don’t steer them down the wrong path.
This client is a fairly small company. The target market for their product is heavily geared toward a scientific community. They have been using PRWeb to distribute the few releases they do every year. Generally, these releases have been around their R&D work, awards, or presentations they will be giving at big conferences. They don’t get much pick up from these releases. Given the nature of the work they are doing, they could certainly generate more press releases but it doesn’t seem to be worth the effort.
It seems their time and money would be better invested in more “hands on” techniques of getting their message out. E.g.
- A company blog would be a better way to get the links back to their web site. They could still release their news through the site but do it in a way that’s more engaging.
- They could build their Twitter following of scientists interested in their work and get the word out that way.
- They could engage on the forums that the scientists are on to develop these relationships and get the message out.
- And, using a more traditional approach, they could continue to write articles for the publications.
Do you agree or is there something I’m missing about the traditional PR process?
Blue Collar Sales Response:
Good question, good answers.
The efforts you and your respondents describe are perfect for drawing interest from what I suspect is a tight knit community. The following idea could be added to the mix as one channel is never enough.
I would enhance the overall approach by using these efforts to focus on building a house list. You would have to include a call to action that encourages other scientists and their targeted market to register, or opt in.
Of course you would want to implement technology to accept these ‘subscribers’ via the web and a back-end system or list service to manage the group. I would then leverage a ‘bulletin’ style approach to email or notify that house list of discoveries, research, etc.
This house list, because of its clearly defined scope could become gold for your client in a variety of ways.
By leveraging one of your communication types as a bulletin, you free yourself form the amount of content and regularity of a newsletter. This could be a unique addition to press releases articles, etc. You can send out a ‘bulletin’ whenever there is news!
I would have a goal for the size of the house list based on the field and additional calls to action or offers for pass along’s to build the list and make every effort create viral communications within the tight knit community.
I think, as opposed to a widely cast net for general public social media you would want to create a semi-private intellectual exchange with an allure of exclusivity and value.
I believe this could be a very affordable yet likely a little longer term addition to your plan.
Just an idea.
Good Luck and Great Selling!
Blue Collar Sales