Often when I am in talking with a prospective client, I see their eyes widen when I explain that the goal is to convert their everyday – commonplace – company milestones into compelling and bona fide PR content.
But it’s true. That’s how it works. When you look at your competitors in your favourite trade magazine, looking down at you from their opinion piece, or grinning back at you with the latest version of their average gizmo, consider: what is the difference between their opinions, or their company milestones, and yours - which are going unnoticed by the press? And the answer is: probably nothing. They just make more of their PR assets than you do with yours. And chief among those assets is the CEO.
The most successful PR programmes with which I have been involved are those that have the ‘buy-in’ and full engagement of the CEO. CEOs ‘get’ PR, they can see the value of participating in their industry, and they are self-confident and opinionated enough to believe that their opinion is worth hearing. And they are usually right.
This is particularly true in the tech industry, and even more so in start-ups. Start-up CEOs are constantly refining their ‘messaging’ – for investors, for customers, for employees, for government support agencies. The message is constantly being turned over in their mind, and nuanced according to who they are talking to. They are evangelists for their technology to their fingertips. All the raw material for great PR is right there, so doesn’t it make sense to use it?
And the truth of it is that CEO passion for their subject does translate into copy, and that that passion can be transmitted. And their enthusiasm and conviction is always infectious.
Sure, the routes and tools to convey the message have to be identified, refined and worked out. But once the message and the messenger are convincing, you are a good way along the road of creating your own compelling PR.
(Pic: Cahergall Stone Fort)