|
"Sounds Like You h
ave a Great Company. Now if Only I Could Understand What You Do."
|
|
Comedian Lily Tomlin has a great line: "I always wanted to be somebody, but now I
 realize I should have been more specific."
Businesses have a similar problem - describing themselves in terms that are too general to be memorable and effective. "We create custom software." "We're a health and wellness company." "We're financial experts." Unfortunately, these kinds of descriptions are not compelling. Companies that don't stand out rarely beat the competition.
 Here's the cure: As part of your PR strategy, create a compelling company description paragraph and a few messages that reveal not just what you are but -- much more important -- what you do to help your clients succeed. Focus on BENEFITS.
In the examples above, you'd be more likely to hire companies that describe themselves this way: "We are a technology company that helps organizations save 25% in design and  manufacturing costs." "We help busy individuals and families lead healthier and more energetic lives through common-sense exercise and nutrition." "We show people how to save for their future while enjoying the present."
Create 5-6 specific messages that support your overall description. Put those messages into all of your communications (marketing and  press materials, website, presentations, paid ads, sales kit, elevator speech and even your on-hold phone greeting).
Whether you have four employees or 40,000, the ability of every member of your team to speak in a unified voice, using the right messages, is a very powerful, competitive tool.
For guide to building effective organizational messages, please see the
article on the RDC Communication
website.
Thanks and best wishes -
Robb Deigh
|
Winner of three national awards for excellence in business writing.
The Complete PR Book
for Any Organization
by Robert Deigh
|
|
|
|
|
|
About RDC Public
Relations, LLC
RDC Public Relations, LLC
is a strategic, full-service public relations and marketing firm based in the D.C. region. We have helped
hundreds of companies and non-profits get the attention they deserve, become top-of-mind and beat the competition. Our services include:
- Media relations (getting your story told in the press)
- Message development
- Marketing
- Writing: complete websites, electronic newsletters, press releases, magazine and newspaper articles, brochures, OpEds, social media content, trade show materials.
- Training: press interview coaching, executive and staff PR/writing workshops
- Trade show success
Contact us to talk about increasing your visibility and helping your organization grow.
Robb Deigh
RDC Public Relations, LLC
703-401-6339
|
|
-- GUEST ARTICLE --
"LinkedIn spammed my [email] list." Another tale of fear and loathing on the Internet
|
|
Forget about rogue bots of the future. Stuff happens now. Here's a story by one of my colleagues, and social media  expert, Daria Steigman whose LinkedIn account decided it would be fun to invite -- without her permission -- every one of her email contacts to be friends on LinkedIn. But the tale has a happy ending thanks to her quick footwork. Be forwarned!
|
|
Network DC!
Links to Organizations in the VA-MD-DC Region
with Excellent Networking Events
|
|
|
|
|
| |
|
