Media Power, Product Power
How powerful is your Public Relations?
- By Monique Merhige
- Aug 29, 2023
If used correctly, public relations can be a powerful tool for security companies of all sizes. A small security integrator can make themselves appear bigger, while an enterprise-level manufacturer can portray an intimate and personal relationship with employees and customers. It is all about creating a perception in the industry through effective public relations that never waivers.
The key to gaining your power is being consistent and not confusing your audience by delivering mixed messages. By building a prominent level of trust with your customers, you are securing a strong pathway to getting your power and keeping it long-term. It is all about trust and not only talking the talk…but walking the walk.
Get The Power Through Public Relations
As we all know, Rome was not built in a day and getting mindshare through public relations is not an overnight process. The first step is to develop a PR plan that focuses on building awareness through specific media. For example, a security company may have a two-year product road map with a calendar of release dates.
The goal will be to promote these new products and create a buzz in the industry prior to the release date. A soft launch helps build excitement around a new product hitting the marketplace and focuses on the benefits customers will reap with the innovative technology. Once you have the attention of your audience; you don’t want to lose it. Keep the momentum going with a hard product launch, byline article or blog that shows your organization as a thought leader in the industry.
By building credibility over and over, you are gaining more power that will continue getting stronger over the years. Some companies make the mistake of being a one hit wonder by not consistently putting out quality content or press releases.
This creates a situation where you have lost your audience by not being consistently present. The companies that continue to push the envelope and deliver quality products and content will remain in the limelight for the long haul. You can have the best product in the world, but if nobody knows about it, then it would not be profitable.
Become a Shining Star
In the security industry, there are certain companies that are recognized as stars. How did they gain their star power? Quite simple….by never stopping their promotions around products even during difficult times. By making an investment in public relations, you are showing your customers that they made a smart decision to trust your company and products in their care. If you do not talk positively about your company, then why would others? It is important to stay in the now and be present in the industry and share as much as you can with people about your expertise.
Sharing knowledge and innovative technology that can help people is a terrific way to build your path to stardom. Once your star is shining brightly, public relations can help you to continue to shine. It can be valuable in supporting product launches, sharing news of winning awards, building awareness, generating word of mouth and building positive-brand reputations. It can also be used for damage control and managing a company crisis.
Another option that is quite effective is to use public relations at industry trade shows. Launching pre-show press releases to create buzz at your booth, followed up by post-show press is a terrific way to keep your light bright.
With three annual major security trade shows comes the opportunity to promote new products and technology to press folks that will be on-hand at the show. It is a straightforward way to get the word out and provide live product demonstrations and host media/customer events to create your star power. A smart company takes advantage of any type of situation where media will be easily available to spread your message. Another important tidbit is to become a resource for the media when they are looking for industry information. This creates even more credibility with your customers knowing that the media turns to your company first as a trusted source.
Setting the Stage for Success
As the years go on and your company evolves; it is important that your audience evolves with you. Your media power can have a direct effect on this. When you become a trusted resource and respected individual in your industry, customers will believe in your products.
Your media power can have a significant impact on your product power. Customers want to hear your viewpoint as an industry expert and learn more about how your products can help them. It is all about building your brand and credibility, which in return will affect your product power. By investing in the Power of Public Relations today, you are setting the stage for success tomorrow.
As the security industry continues to evolve, so should your Public Relations efforts. Do not let someone else take your power. Grab it now and become the next shining star of the industry.