B2B media placement of public relations op-eds
By Craig on Jan 12, 2010 in Communication tactics, Media relations, Public relations, Strategic communication | View Comments
In the B2B environment, op-eds (opinion pieces) can be much more effectively leveraged than in the B2C environment. Op-eds, as I have previously posted, are a valuable part of public relations and media relations strategies because of the media coverage they can generate and the positive thought leadership positioning they generate for organisations and individuals.
Normally, an op-ed will only be used once (certainly, that is the case for metro print media) but it can be utilised multiple times across various B2B industry sectors. I have done this in the past for organisations such as BOC and BlueScope Steel.
In fact, this same methodology can be applied, in the B2B media space, to the placement of case studies. Case studies, of course, have the additional advantage from a strategic communication and organisational positioning/branding perspective, of applying the a 3rd party credibility approach.
Op-ed placement has an analogous 3rd party impact as they are placed in media outlet that, in theory at least, has credibility and influence with the target audience. So the mere fact that the op-ed is in this media outlet enhances the credibility of the spokesperson/organisation as the spokesperson/organisation brand is inextricably entwined with that of the media outlets.
Placing op-eds in media multiple times
Placing op-eds (or case studies) multiple times is possible for public relations professionals when the client organisation has relevance across multiple industry sectors (e.g. engineering, mining, manufacturing, construction etc) and each of these sectors has sector-specific media titles. The titles are generally print but can also be online.
The basic premise is that the op-ed is offered to one media title from each industry sector. Each specific vertical business media outlet is told they are the only media outlet in that specific industry being offered the piece. You then offer it to other media outlets from a different industry.
A key element of this approach is never calling it an ‘exclusive’, which implies the media outlet has the single, ONLY use of this op-ed. If you do this when you shop your op-ed around to other media titles your relationship with the media will be shot down in flames and the credibility of your client organisation will also take a battering.
Sometimes, there are B2B media titles that cross over into various industry sectors. In this case you need to play this game carefully. I would counsel being upfront with the relevant, potentially conflicting, media titles with your approach. Quite often they will be fine with it as one of the industries they cover may very much be a secondary focus for them. Most of the time, however, avoid this where you can.
So, what are your thoughts on information in this post? Have you applied any of these approaches? How did they go? What have I missed out on that is crucial in undertaking these approaches? Do you have a B2B-specific experience you can share with us?
