The field of internal communication is a rich one to write about because of its potential to influence and change. But that’s not to detract from the vitally important job of communicating to external stakeholders. Effective B2B public relations requires thought, planning and imagination.
Research shows that journalists turn first to the internet for all things press and media for their clients. After all most media types are going to be gen X-rs or gen Y-rs. They are online, wired, actively seek technological interaction and are becoming seamlessly connected through technology.
Clients are often not doing enough to meet the communication needs of the press and media. They think that a list of latest press releases posted on their customer facing site is enough. But they are missing a trick, or twenty, and not getting a fair share of voice.
We recently conducted some informal research with journalists, specifically in the B2B sector (though the same will apply to B2C) and they pleaded with us to have more press resources online.
This is precisely why we are introducing an online media centre. With a dedicated url, easily referenced by journos and indexed by individual client, this will contain press releases as searchable html pages and dedicated RSS feeds. It will host all podcasts, blog feeds and videocasts that we use to supplement client communication as well as a searchable image library.
Of course none of this matters unless the journalists trust the source and this means spending much time and effort in building relationships. It goes without saying that face to face communication is still critical in building relationships, with 45% of journalists in the Keynote survey agreeing this was actually their preferred method. Telephone contact (15%) and events/ conferences (13%) also have a place, but fall a way behind the internet and face to face channels.
This is part of our vision to take B2B PR into the 21st century and to continue to drive value for clients. Find out more about our services at Changeworks Communications.