Jaffe PR's Marketing Tips for November 4, 2009

December 7, 2009
Classic PR Tip

Answer the “So What?” Question Before Announcing Big Wins

When your firm has just won a big case, you know why the win was important and your client certainly understands its value, but that doesn’t mean the media and others in the industry will immediately appreciate the significance of the case or understand its possible impact on them.  When preparing to announce a case win, don’t just plan to announce that your firm won a significant case – instead, first try to answer the question, “so what?” 

Determine whether the case provides any lessons for industry participants or changes the way people do things.  Does it set any precedents or records?  Is it a “game changer?”  Does it serve as a cautionary tale for others?  These are the questions your headline and lead paragraph should address.

For example, rather than a headline of: “XYZ Firm secures major victory for ABC Company,” which tells the reader nothing about the case or its significance, your headline should look something like this: “New ruling changes construction companies’ approach to contract negotiations.”   Likewise, your messaging in all client alerts and other communication about the case should lead by answering the question, “so what?”
PR 2.0 Tip

Do Your Research When Targeting Bloggers and Online “Influencers”

Jason Milch

When publicizing a major case win, it’s certainly important to share your news with traditional media outlets, but make sure you don’t overlook bloggers and other online influencers as well.  These 2.0 media outlets often cover your industry in greater detail than the traditional media is able to; however, they often aren’t professional journalists and many times are not accustomed to receiving unsolicited press releases.

Thus, it can be extremely important to research the blog, understand what topics the blogger covers, and include a “cover letter” of sorts with your news.  And, instead of a press release, you may want to write your news in bullet-point format following the introductory paragraphs.  During your research, try to get a feel for the style of the blogger’s coverage to customize your approach.  Remember that the same rules apply regarding answering the “so what?” question.  The difference lies in the person and the medium you’re targeting.

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