A week or so ago, I came across a big tech jobs announcement in the Irish business and technology media. When I read it, I had to do a double take because I was very surprised where the story came from…not from the companies creating the jobs themselves, but from the Irish government development agency supporting them.
It was a nice announcement, and it got great coverage for the agency involved, but I must say I was taken aback that the tech companies involved were happy to hand over what are in effect good PR assets so that a third party could promote themselves to their audience.
The thing about newsworthy company milestones is that they don’t come along that often. Deals, funding announcements, new products and key appointments. And jobs announcements, either as a ‘stand-alone’, or maybe as an add-on to another announcement. So I think it’s important to make the most of them – but for promoting your own brand, and not someone else's.
I noticed too, that a number of the companies involved were using social media afterwards pointing to the announcements. So obviously there is a realisation of the value of such positive news. The simple next step is for them to take control of their own PR assets, and use them for the benefit of their own – rather than someone else’s – message.
And seeing as we are all beginning to look forward to 2017, why not take out a calendar, and map your projected announcements and other PR assets for next year so that they hit your periods of important business activity and spread across the year.
(Pic: Portmagee from Bray Head)