public relations, the strongest media coverage often comes from a well-told
story by a satisfied customer of our client.
is finding a customer with a good story who is willing to tell it to the
find these stories by talking with sales teams and client service reps. While it can be difficult to pry the
names out of their hands, once they understand that we are
not asking their
clients for a favor, but rather highlighting their client’s accomplishments,
they usually get on board. If
client reps don’t see the value right away, they usually understand quickly
once they see a peer’s client featured favorably in an article.
other ways to ferret out theses valuable candidates:
- Put a
sign-up form on your webpage. Let
customers go to a specific success page where they complete a form and tell you
about their triumphs.
customers what they are doing with your product/service. If you distribute an e-newsletter,
embed a survey. If you have a
Facebook site or use Twitter, ask your customers what they are doing that is
new, unusual or successful.
- Run a
contest. Ask customers to send in
their best story. If you use the
story for marketing purposes, the customer will receive the tech toy of the
moment, such as an iPad or Flip camera.
identify the right customer, we speak with them directly to get the details,
tenor and emotion of their story.
are willing to speak with the media, the next step is to find the right media
outlet and reporter who may be interested in doing an interview about this
customer’s experience. The
reporter will want a story that speaks to the concerns of his readers. If there is a match, the results will
work for everyone: the client and their happy customer.
Here are a few examples of how customers can help tell your story: