Why case studies matter to the media

Wednesday, April 28, 2004

Marilynn T. Mobley, Dan Janal, http://www.TheScoopOnMediaInterviews.com

By Marilynn Mobley (mtm@acornpr.com)

One of the most effective ways you can get publicity for your business is to be prepared to share case studies that demonstrate how your product or service makes a difference to your clients. Reporters love "proof" that the story you're telling about your company is true. What better way than to have satisfied clients speak on your behalf?

Don't wait until a reporter asks you for a reference. Do this instead:

1. Build a database of potential media references. Before you need them, contact your best clients and ask them if they would be willing to do an interview with a reporter, should the situation arise. Assure them that you won't give out their name and number without a "heads up" notice first, but you want to keep their contact information handy in case a reporter asks for it.

2. Seek diversity in your references. Make it a point to include in your media reference database a variety of clients. Consider size, geography, type of product or service used, length of time they have had a relationship with you, and their industry type. This will allow you to offer a reporter a reference that will be particularly meaningful to the reporter's specific magazine, newspaper, etc.

3. Be specific about what you want from your references. Don't just ask, "Will you be a media reference for us?" Instead, tell the client what specific messages you would like them to relay and ask if they feel comfortable, even enthusiastic, about offering that message.

By the way, if you need to "sell" the client on the notion of being a media reference, consider this: they benefit from being included in a story because it showcases their leadership in proactively solving a problem. Offer to help them get their key messages across as well so that the story is a win-win for you both. If your reference is used in a story, make sure you send a thank-you note and perhaps even a token gift. If it's a particularly positive story, offer to purchase reprints for your client.

Marilynn T. Mobley

Author of "The Scoop on Media Interviews: How to be a Respected Resource Reporters and Producers Love"

(www.TheScoopOnMediaInterviews.com)
770-578-6002 direct
Acorn PR Consulting, Inc.
Planting PR Strategy. Growing Media Skills.

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