Tag Archives: PR

How to use editorial to attract the customers you actually want

EditorialI’d like to introduce you to Susan and David. Susan manages a software business and David has responsibility for a health and wellbeing business.

To save on costs, Susan decided to keep all of their PR activity inhouse. Her team would identify which publications to feature in (online and print), make contact with the publishers and create the content that would ultimately be published.

In contrast, David took the leap of employing a PR agency to manage all of this process for him, allowing his team to focus purely on their current responsibilities.

Fast forward six months later

David is looking to fire the agency because he can’t justify the costs any longer and Susan is about to tell her team to switch their focus away from PR and to try other promotional activities instead.

What went wrong?

In both cases the PR activity failed to attract the right customers for two very good reasons:

  • Neither company could clearly articulate the specific problems faced by their customers and how they actually solved them.
  • As a result, this made it very difficult to come up with a clear and compelling call to action, to end each editorial piece, that actually made the right customers “sit up and take action”!

Luckily there is a simple solution to this common problem. 

Simply fill in the contact form and I'll send through the details. 

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