Tech start-up DiffuzeHR had a desire to develop a reputation as a recognised leader in cloud-based HR systems within the SME sector in Australia. The directors were hoping that this reputation would attract new clients and grow the business.
At the time DiffuzeHR was sitting in a position that so many new businesses face. It’s a situation that is reminiscent of the age-old chicken or the egg scenario, where you need sales to get off the ground but don’t have the funds for big advertising and marketing campaigns. It’s a difficult spot to find yourself in; however there are ways to find your footing.
One of the most affordable and effective ways is through public relations (PR). It opens the doors to allow you to quickly build momentum that can ultimately lead to sales.
Storytelling
The CEO of DiffuzeHR realised that if the business invested in positioning the brand and its key spokespeople as thought leaders and the ‘go-to-source’ for comment on HR systematisation, this would build the profile quickly.
Share your opinions
How do you build thought leadership? There is no need to be controversial but key spokespeople have to be prepared to share their opinions and expertise.
Part of the PR strategy for DiffuzeHR involved offering the CEO and founder’s opinions on key issues in the SME space as well as HR, technology, and workplace compliance areas.
Tailored media angles based on changes in the industry, trends in HR and technology and DiffuzeHR’s business story to demonstrate the company’s authority, were pitched to targeted business, HR and industry publications.
Putting plans into action
A number of expert articles were ghost written for key DiffuzeHR spokespeople. These were pitched to and published in various media outlets that were relevant to DiffuzeHR and its audiences.
In just six months, over 40 pieces of media coverage, by-lined articles and interviews in key media outlets were secured in Australian media.
Not only did this PR greatly increase the visibility and reputation of DiffuzeHR, it also resulted in new sales opportunities.
So what are you waiting for? It’s time to use your PR strategy to grow your own profile and business.
Want to learn more about creating a solid PR strategy? Download this free Public Relations Strategy Checklist
Sydney Public Relations Agency, CP Communications provides specialist media, traditional and online PR strategies that get amazing results. Contact us today. For more great tips, visit our website www.cpcommunications.com.au.
