Question

Topic: Advertising/PR

Promoting A Training Website

Posted by Anonymous on 3/28/2010 at 10:08 AM ET 250 Points
I have to get PR coverage for a website that offers training courses in Sage training. The company I'm doing the PR for also wants to promote their actual company as well. Any ideas would be welcome. Thanks
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RESPONSES

  • Posted on 3/28/2010 at 10:50 AM Accepted
    The first thing you need to do is find out who the company's primary target audience is. Who exactly do they want to reach with this PR coverage?

    Next, you need to know what they're trying to communicate to this target audience? What's the message? And why should the target audience care? If there's no important benefit, all the messaging in the world won't make much difference.

    And finally, how will results be measured? What does success look like for the client company? How much PR coverage is enough?

    Without that information, you are embarking on a fools errand ... and you'll ultimately lose the client. Do yourself and the client a favor and get them to prepare a detailed Creative Brief that defines the project clearly and objectively.
  • Posted on 3/28/2010 at 11:32 AM Author
    Thank you. They want to promote their training courses in Sage. They will come to your company and have training sessions with groups of your employees. They launched their website about six months ago an also want to promote that as well. Target audiences will be businesses in Belfast and Northen Ireland. They ideally want coverage in newspapers in the business section
  • Posted on 3/28/2010 at 6:41 PM Moderator
    Which companies? What size? What industries? Who in the target companies are likely to be the decision makers for a Sage training course? Do they all know what Sage is? (I don't.) I wouldn't assume that everyone knows what this is.

    What's the NEWS? Coverage in newspapers is usually centered around NEWS. The papers don't like to be used as publicity rags. They want to publish information that will be of high interest to their subscribers/readers. You will definitely need a hook of some kind that makes your message newsworthy.

    Does your client purchase advertising space in the papers in which they want this publicity? If so, that will help a lot. At least that will get someone's attention at the newspapers.
  • Posted by Jay Hamilton-Roth on 3/29/2010 at 9:38 AM Accepted
    PR is all about "what's new". So, what's NEW about the training/company? What's newsworthy? What recent events can you tie your offerings to? What amazing results have past attendees received?
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