PR is an important component of marketing activity and media recognition is essential to building credibility and raising brand awareness among key stakeholders.
Customer advocacy is an important part of any PR program.
Getting case studies and customer references from sales and account managers is notoriously difficult in most companies. Recognition recommends establishing a program to help sales and PR/marketing work together for mutual benefit.
This includes:
- a training program on what is PR and how sales staff and account managers can help including:
- the tools used to generate publicity
- how you can help
- what’s the benefit for the customer.
- an incentive program to encourage the forwarding of customer references
- a centrally managed database, available in real time, which details customer willingness to participate in PR and marketing activities.
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