In an era filled with cries of “fake news,” it’s more important than ever to cut through the noise and clutter and discover what’s real.
We pride ourselves on telling authentic business stories that are rooted in fact, told by an organization’s subject matter experts.
We then help clients read their audiences to make sure the messages they’re trying to convey are resonating. If not, we help them adjust.
It’s what we do best.
Yet it never surprises me to find out how many people like to portray themselves as authorities in areas well outside their proven specialties.
For companies that don’t have comprehensive marketing, business development or communications support staffs at their disposal, that type of hubris can come at a very high price — both in terms of financial consequences and reputational damage.
All successful organizations have bright people on their staff who are well read, well spoken and probably have demonstrated a way with words on occasion.
However, do they know the right percentages of digital advertising, earned media, social media or website content to tell their corporate story to key target audiences?
Let’s say you’re attempting to move the needle in terms of public awareness or elicit support for legislative initiatives. Can your team identify, mobilize and influence the critical parties necessary to accomplish your goals?
It’s okay to admit the answer is no — none of our team can argue before a grand jury the way a trial lawyer does nor comprehend what it would take to perform open-heart surgery.
Some of the most appropriate factors to consider when choosing outside strategic communications support might include:
- To obtain specific expertisetheir own staff lacks;
- To identify problems thatemployees too close to a problem can’t recognize;
- To supplement a company’s internal staff and save money in the long term rather than hiring full-time employees;
- To be objective onlookers whosee problems from a different perspective;
- To bring new life to an organization with fresh ideas and innovative thinking.
Our team at WordWrite assists clients every day in assessing the right amount of effort to make in paid media, earned media such as media relations, shared media on social channels and in owned media such as your website. Moreover, on the most elemental level, we have the ability to implement the best strategy for sharing a client’s story the way they want and need it to be shared in order to reach those who make decisions whether to purchase your products or services.
Our experience runs deep in business-to-business sectors such as energy, professional services, technology, health care and manufacturing. There is no one-size-fits-all strategy or tactic that encompasses PR and communications for the clients we serve in these areas.
We don’t develop strategies to reach ideal clients at a financial services firm in the same way we design content to reach customers in the heavy manufacturing industry. The New York Times for a financial advisor might be PLANSPONSOR, while a company creating sustainable asphalt solutions might look at Better Roads as the top space to occupy. You have thought leaders and industry experts whose voices need to be heard in an auditorium filled with adoring fans from your target audiences, not in a vacuum devoid of listeners.
A truth that should be (but apparently isn’t) self-evident these days is that credentials count. Specific, hard-earned qualifications are why we choose whom we choose to provide services. We want the best and we want value for our hard-earned dollars. That’s why we make the purchasing decisions we do.
Especially in this environment, when did politics and politicians hijack “elite” and turn it into a derogatory word? We all look for the very best when it comes to selecting a doctor, attorney or contractor.
Most reasonable people wouldn’t skimp when making similar decisions, so why would a business do it with its strategic communications and marketing support? You get what you pay for. Aren’t you and your company’s goals worth it?
