|
|
“Other” Media Can Open Doors
Everyone wants to be in The Wall Street Journal. There’s no denying that well-known, national media outlets are critical in communicating a message and driving results. While top print, radio and television media will always be targets of public relations campaigns, that’s no reason to overlook the literally millions of other outlets that can be just as influential in achieving your specific objectives.
Internet sites, web logs (blogs), and newsletters are all increasingly important in targeting opinion leaders and decision makers. Peer-to-peer newsletters are especially useful in reaching those who recommend and choose technology products and services.
We recently began outreach to state technology education councils for our client Lightspeed Systems. We targeted state markets Lightspeed has recently entered or will soon enter to expand sales of its security software. We chose to position Lightspeed’s president as an authority on computer security through a bylined article that recently appeared in the Organization for Educational Technology and Curriculum’s winter newsletter. http://www.oetc.org/protecting.html
Over 10,000 IT administrators and other education technology decision makers in Alaska, Hawaii, Idaho, Oregon, Washington, California, Wyoming, and Montana receive this newsletter. Readers’ response to the article led Washington’s state technology association to invite Lightspeed to demonstrate its software to district IT administrators–an ideal opportunity to directly reach potential users and buyers.
The right message in the right place at the right time will open the right door. A strategic, aggressive communications program will knock as often as necessary to drive your business goals.
© 2002–2005 Principor Communications