IT marketing has a hand-in-glove relationship with Public Relations (PR). If you’ve got bad PR, then your marketing will almost serve as an amplifying agent negatively. If you’ve got good PR, then the same happens, but in a positive sense.
Points of PR to Focus On
The best PR you can get is organically through press releases pertaining to positive community involvement. Several primary areas of positivity transpire from positive PR and additionally represent its direct benefit to your MSP.
An IT marketing campaign with an effective PR focus will build credibility. People will become familiar with your MSP at the media level. The more times you’re featured in varying media outlets, the more credibility you’ll have.
That said, remember: publicity and PR aren’t quite the same. Publicity is good, regardless of its flavor. Bad PR can pull the rug out from under you. Good PR builds credibility, bad PR doesn’t.
Relationship Facilitation Predicates Strategy
If you’re going to get good PR, you must build a relationship with the people in a position of media output. Additionally, you want to build a relationship with the audience that PR reaches: your community.
Strategically, you may want to get involved with the chamber of commerce to figure out community events where your MSP could act in a volunteer capacity that naturally encourages some sort of press coverage.
Stratification of Content Must Reach Multiple Appropriate Channels
Social media, newspapers, local news on television, radio, billboards, blogs on your website, guest blog posts, and other areas represent notable places to get content heard. Working with SEO groups specializing in MSPs will help you stratify content production in a balanced way that doesn’t have a negative collateral impact on PR.
Finding Your Balance
An IT marketing campaign that is built around a stratified content dissemination approach, builds relationships where appropriate, and is credible will produce a positive PR impact. There’s a balance to be achieved here, but you can find it.