Outbound PR is a companies chance to get out their messages in their way. Perception is reality. If you don’t believe this, look at the ongoing presidential elections and look at what we are barraged with, think about how it changes as candidates drop out and the competition changes. This should also be true as a business changes. When you first start out you want to be the next “hot” company. As you grow and get established you want to be viewed thought leader and when you are established you want to claim market leadership. Outbound PR however is more than messaging and spin. You want your programs to have a purpose. Outbound PR is not just getting your messages to the press, but to all of your stake holders. Outbound PR is about getting your messages to your customers, prospects, analysts, partner, investors as well as the press.
Programs work best when you have a target. Create these programs around events, a product launch, announcement of funding, a major industry event or a market changing event. These will grab their attention and associate your message with the event.
My opinion is that outbound PR should closely align with your go to market model. Outbound PR programs are very effective at launching partner programs. PR that positions your product a part of a bigger solution and mentions potential partners by name will help you get noticed and highlight the scalability of your product. At the same time you can introduce your partnering ideas to industry analysts to get introductions to the appropriate people at your target partner companies.
Outbound PR is a big part of how you approach the markets you serve. Getting your messages to the right people will not only make it easier to sell, but also project you as an authority in your space. Measure these programs on improvement in serving your market not on mentions and placements. Outbound PR is just a tool to drive opportunity, make sure it has purpose.
