PR firms are doing a poor job of making the story readily apparent in the first two or three paragraphs. A press release for every angle. Then write a press release addressing it, and send it to consumer reporters. Write another one focusing on the technology side of the story for the IT press. Tell the business press how your new product will shake up existing markets in a special release just for Forbes , Fortune , Wall Street Journal and Business Week .
Dynamic messaging does mean more initiial work for the PR department or agency.
It means more research, more time spent writing and refining pitching, and more creativity in coming up with compelling angles. By releasing solid stories that position your company in the proper light, the payoff can be immense. Reach the Customer Via the Media Finding the right combination of words to reach a particular demographic is one way in which PR can influence marketing. With the Internet and the rise of niche media, it is more possible to reach customers with specifically targeted messages than ever before. Find out what your customers want to know, where they want their jobs to go, what type of technology they want.