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My last blog post had some quick tips about developing your communications strategy. If you think you're ready to share your company or idea with the world - following are a few more recommendations.
When developing your company’s communications approach, there are a few things you should consider: What do you need to tell your story? What are the media outlets and who are the reporters who might be most interested in learning about your business? Most importantly, who are the audiences you need to communicate with and who are you trying to reach?
Define what you need to tell your story
Media articles, brochures, tweets, videos and blog posts are all valuable tactics, but your business model, target audiences and market positioning are most critical in determining the best mediums to use to tell your story.
Video is a great option to succinctly describe your company and what it does, particularly if your business model is new or complex. When talking to investors, a deck can assist with clear delivery. There are a number of free, could-based platforms that can bring life to these types of presentations.
When trying to set your company apart from the competition, a media article that quotes customers and other third-party validators can help in making the case about why your product or service is best.
Get to know reporters who cover your industry
Get a sense of who covers your company’s industry on a local and national level, across mediums. Begin to follow what they’re writing, tweeting or blogging about. Try to understand what angles they’re most interested in covering: Business models? Growth and investment trends? Company culture? The personal story of local entrepreneurs? This will help you identify what about you or your company they might be most interested in learning about.
Know your audiences.
It’s not about how loud you yell or even how much you yell about your company that counts; it’s about getting the right message in front of the right people. As you craft this message, ask yourself the following questions: What story are you trying to tell? Why is it important? The answers should help you determine which audiences you’re trying to reach and how you can position the information you’re trying to share in a way that’s most meaningful to them.