Guest post by Robb Deigh, RDC Public Relations (firstname.lastname@example.org)
Word-of-mouth PR is a great, cost-effective way to help raise your company’s visibility and boost business. You have customers, business contacts, partners, suppliers, friends and others who are willing to help spread the word about your products and services. You just have to ask them to do so. I call these people “champions.”
Champions are fans who are happy with your services or products. They like you and your team and would be proud to look back one day and know that they were instrumental in your success.
Champions can include:
- Current and former customers
- General business contacts
- Networking group fellow members
- Former employees
- Social media contacts
- Local opinion leaders (e.g. mayor)
- Directors and advisory board members
- Association and chamber colleagues
- Friends and family
Here is how champions can help spread the word about you and your organization:
- Provide them with your key talking points and ask them to speak up on your behalf.
- Ask for short testimonials.
- Cross-link to each other on social media.
- They can contact hot prospects directly and brag about you.
- They can serve as members of an advisory committee
- They can make mention of your company in organizations of which they are members.
Don’t forget to return the favor:
- Keep champions up to date on your organization – make them feel part of the “family.” Send them your company newsletters and other communication.
- Invite them to an all-staff meeting or a “Breakfast of Champions” to help them get to know your team.
- Cross promote their organizations with your own. If you have a newsletter or blog, give them a plug once in a while.
- Send reporters their way if they would make good media sources for industry stories.
- Send them a small tokens of appreciation
- Invite them to industry networking events as your guest (see event links in right column).