Whether your company is just starting up or looking to get back out in the spotlight leveraging public relations and marketing, a “trigger event” could be the strategic move you need. Trigger events give media, analysts, financial audiences and buyers a reason to take a closer look at your company and your communications differently with the ultimate goals of media coverage, increase in brand awareness, lead generation and more.
Media relations is a critical component of any successful public relations and communications program. It’s important that you first understand the media landscape for your specific industry in order to build solid relationships with press contacts that result in positive coverage. But don’t put the cart before the horse and start reaching out to your favorite journalists or bloggers right away. You need to evaluate the landscape as a whole; otherwise, you run the risk of leaving someone out and/or annoying someone. That’s where your media list comes in. Before you begin outreach, you must identify, develop and maintain a list of relevant media contacts.
Here’s how you can create the perfect media list:
My colleagues and I at McGrath/Power have been involved in cannabis communications for a couple years now. We have seen cannabis acceptance take root and the industry blossom. With that growth, though, comes the need to properly communicate the facts about cannabis, its seemingly endless list of benefits and, ultimately, normalize its use for a wide variety of audiences.
It’s one thing to say you’re going to do something. It’s another to actually do it. In today’s always-on, digital world, where everyone is a click away from your brand, you better believe people are always watching. Because of that, brands must ensure they do what they say they are going to do, remain accountable, and follow through on their promises. If they don’t, they risk losing trust as a brand. So, how can you not only talk the talk but walk the walk in order to establish your brand as trustworthy and transparent?
Whether it was your mom telling you or a teacher telling you, “honesty is the best policy” was a lesson we all learned at a fairly young age. In the business world, that saying still rings true and can best be upheld through proper communication, more specifically, transparent communication. Transparency in business has to do with the way you present information. As a business, are you upfront and clear with your customers, or is the information you provide clouded with smooth, but misleading language?
The passing of Proposition 64 ushers in significant change for the business of cannabis in California. Residents are just beginning to see evidence of legalization – there is now a cannabis smoking section at Levi’s Stadium, the home of the 49ers – and further change will be forthcoming.
What were you doing in 2008? Take a moment to think back at the emotions you felt, what your office environment was like, and what your conversations at home were about. Anything come to mind? For many, 2008 was a scary time. The Great Recession was in full swing leading to financial markets collapsing, jobs and homes being lost, and an overall loss of optimism for people around the globe.
Modern consumers are tired of being bombarded with sales pitches and feeling like products are being forced upon them. Rather than building a relationship with brands based on how good their products are, consumers want to feel a genuine connection to the brands and companies that they are buying from, working for, or working with.