Augmenting Message Broadcasting with Market Value Propositions

The process of influence is shifting from a top-down message-broadcasting system to include a multifaceted, direct, less-is-more approach—focusing on the more valuable and influential people across all market segments that are important to our business. We now want to include storytelling rich with benefits and solution delivery based on strategic market influencer relations. All this requires individuals within marketing, sales, or service departments to visit each camp of representative and potential constituents to increase the visibility of the company’s value proposition and explain how it helps and matters to each segment. Traditionally, PR professionals have written news releases and fabricated quotes for executives; that’s largely still true today. Some even laugh about how horrible the quotes really are. They inject adjectives and irrelevant positioning statements. Then they identify potentially interested journalists and bloggers (usually through a database instead of targeting or qualifying them), and queue up the release for wire distribution. They contact those with whom they have established relationships, and then they send the news release to everyone else on that list. This is why PR often seems to be synonymous with spam.

You can now augment your activity with human and individualized market solutions to include a more street-level approach that connects you directly with the very people you’re trying to reach. In addition to the top-down approach, your process of storytelling is now reverse-engineered through three easy steps: