Imagine you’ve created a product or service that’s going to have a huge impact — for instance, you’re the first bank to offer a cryptocurrency that’s FDIC insured. You’ve made it easy and safe for people to buy and manage crypto, and you need to get the word out about this “new normal”.
In support of these efforts, you need a solid demand generation plan to create demand for your new product or (in this example) service. Ebooks, supporting blogs, email campaigns, and paid advertisements are all part of a successful demand gen strategy, but one important element often overlooked is public relations (PR).
PR goes far beyond the crisis communications, press releases, and other talking points often associated with it. Using the principles behind PR tactics in your demand gen strategy can make a huge difference in its success.
Take it from Microsoft co-founder Bill Gates who said it best: “If I was down to the last dollar of my marketing budget, I’d spend it on PR!”
Let’s take a look at why you should include PR tactics in your demand gen strategy and how to do it successfully.