Lessons in Public Relations —Sherburne
Special events, including road shows, awards ceremonies, trade shows, contests or open houses, can also be newsworthy and can gain your firm some ink in local media or trade publications.
Sir Speedy, of Naperville, IL, hosted an open house to unveil its new DI press, the first press of its type in the area. Not only was the CEO of the franchise organization there to support their efforts, but the mayor, local paper and local television station came as well. And, of course, customers and potential clients took part in the festivities, learning about new services they could take advantage of in the process.
Another mechanism is to generate a periodic printed or electronic newsletter with helpful information about preparing files for print, the role print can play as part of a multichannel campaign strategy, or the latest technologies that help customers solve real business problems. Feature customer success stories, philanthropic activities your company is involved in and other interesting information.
Corporate Press, Landover, MD, has a successful monthly newsletter called What’s Cookin’ that not only includes ways to improve marketing performance, tools for understanding paper grades, and print terms and jargon, but also includes a great recipe each month that is likely to ensure a longer life for the publication, as readers take it home to try out the new dish.
Getting involved with your local chamber of commerce, charitable organizations in your area, and professional associations to which your customers belong is another way to get your name out. Contact your local Ad Club or Creative Club—or the local chapter of the Public Relations Society of America—and offer to deliver an educational talk about how creatives can leverage digital printing technologies to differentiate themselves.
Offer to host a chapter meeting at your plant, and combine the educational event with food and drink and a plant tour. Invite the media or contact them following the event to get coverage, and don’t forget to take pictures.