Question

Topic: Advertising/PR

How To Get A Case Study Publicised?

Posted by Chris Blackman on 8/3/2004 at 9:33 AM ET 1001 Points
I've written a case study for a water utilty, about their implementation of an amazingly powerful but little-known software system that manages their databases, helps non-technical people extract management reports without programing or DB extraction tools, automatically produces routine reports, and helps the utility manage and monitor their strategic performance etc. Like an automated Balanced Scorecard, to some extent, although Balanced Scorecard is not mentioned anywhere in the case study.

The implementation is continuing, with more and more applications being found all the time. The latest addition is a Project Management module.

The case study is non-technical and underlines the business case, quoting the key stakeholders (CEO and Business Manager/IT Leader).

The client is (I hope) about to sign-off the "warts and all" version of the study. Some of it may have to be toned down even for internal consumption, it will almost certainly require some summarisation and "sanitisation" before it can be released (changing names, diluting the bigger claims, etc, perhaps, for example).

As the implementation rolls on, the case study will be updated and extended to reflect the growing savings and increased organisational effectiveness.

Question is - How and where should I be targetting to get the case study publicised to promote the utility, to promote the software manufacturer, and last but not least to promote me, the writer?

What publications or programmes would have an interest in such a study (if any?) What kind of hook do I need to get them interested? Who am I competing against for airtime/column space - and what can I do to compete more effectively for media space/time?

Before anyone asks - I can't release the case study at this time. Maybe in a week or so. However the software manufacturer has a website at www.primedonline.com if that helps...

My main focus should be Australian media outlets but the technology is world class so any potential coverage will be considered...

Over to KHE...



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RESPONSES

  • Posted by Peter (henna gaijin) on 8/3/2004 at 12:40 PM Accepted
    Are you writing this as a case study (as in something that a University professor would use as a way to test their students) or as an article?

    If as an article, publishing it in a wastewater industry magazine or in some non-industry specific media related to optimizing business processes would be the way to go. These type of case example articles often do well (both because they are relatively easy to get published, and are effective at promoting the product).

    A case study article needs to cover what the problem was for the company, what they were doing prior to using the product, why they chose the product (and other options they considered), what it was like to implement, and what results they received. Shouldn't include claims from the software company as to what they may be able to do, but actual results the company experienced. Using real names helps give it strength.

    Once the article is published, one of the extra benefits to your client is the use of reprints. They should get official reprints made and use them as marketing collateral, along with getting a PDF made to put on their web site. You also could get reprints made and use them as colateral to promote your writing.
  • Posted by Peter (henna gaijin) on 8/3/2004 at 12:48 PM Member
    Ok, that was a brain fart on my part - not thinking of White Papers.

    ASs Vevolution said, White Papers are another route. I don't think they are as strong as getting an article published in a magazine, but they are still very useful.

    White Papers are not written as marketingpieces (so claims and such don't belong there) - they are supposed to be more technical/fact providing.
  • Posted by SRyan ;] on 8/3/2004 at 4:39 PM Accepted
    Hi, Chris --

    All I can do is agree with others on this point: Get thee to some water/wastewater trade journals, and see if your case study can be published as an article OR if it can "inspire" an article.

    I don't know which journals are hot in Oz, though. Take a stroll through some of your client's offices and see what magazines are lying around... and which of them look like they've actually been read! Especially by the executive-level guys.

    I'm not much of a fan of IT publications... the people subscribing to them are the same people who live by the mantra Just Say No.

    ¤ Shelley ¤
  • Posted by SRyan ;] on 8/3/2004 at 4:43 PM Accepted
    Ps. The trade journals that the water guys seem to be reading HERE are the ones published by local and regional associations. Maybe that's another good resource -- are there organizations like that in your part of Australia? Bet you could tap them to put you AND your client on the agenda for one of their upcoming meetings, too...
  • Posted by Chris Blackman on 8/3/2004 at 6:29 PM Author
    First - thanks everyone for the inputs while I was sleeping!

    Peter - The case study (warts & all version) is written as you described - description of the water utility, situation before, problems/challenges, situation after, benefits, ROI (so far), cost savings, further developments to be implemented. Real stakeholders are referenced and quoted, real results are shown, the software comany is not involved and is barely mentioned, although the software products are mentioned through in context. The only "claims" are about projected savings by the utility, not claims about software performance or anything like that.

    Jillc - thanks for the suggestion about getting the press releases written now. I'm proposing to start that any minute but wanted to get some KHE input first to help with the way I draft those.

    Shelley - have you got any names of water/wastewater journals you can give me - anywhere, not just here in Oz? I expect I can get the client's input on those from a local perspective and in terms of the associations they belong to.

    Vevolution - Re the PR campaign - how is that best carried out? I've been warned if I try too many outlets I'll get spurned by all... So what do I do - pick the one I most want and offer an exclusive? It's been a while since I did PR, grateful for any experienced, current insights...



  • Posted by SRyan ;] on 8/3/2004 at 6:42 PM Accepted
    Chris, I'll email them to you offline. I'm working from home today (my daughter's sick), but I might be able to get a list pulled together tomorrow, or at least as soon as I'm back in the office! Okey doke?
  • Posted by SRyan ;] on 8/5/2004 at 8:25 PM Member
    Sorry for the delay, Chris... Apparently I caught my daughter's miserable head cold, and I'm STILL at home.

    - Shelley
  • Posted by Chris Blackman on 8/12/2004 at 6:29 AM Author
    Everybody:

    Thanks for all the useful advice. I'm hoping the client will sign it off tomorrow in which case I'll post a link to the paper for anyone who's interested. Lots of valuable input here from some seasoned experts. Appreciate all the thought you've put in...

    Chris
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