Signal theory in action, subject matter experts in the spotlight, and opportunistic hot topic tracking deliver hard-hitting results
The summer of PR has come to a close for those in the Northern Hemisphere, as we shift into the latter quarter of the year. Our last web blurb back in August saw the end of the non-existent summer slog, but September certainly hasn’t slowed down.
Our team has been busy securing international traction through interviews, placements and hot topic tracking and yes, new appointment press releases!
Seasonal shifts and strategic moves puts our signal theory to the test!
Making our first appointment story of the month was our business management software client, who recently announced that their UK CEO was taking on the additional role of CEO in North America. We used the story to build out the CEO’s profile and the strong leadership qualities that were being delivered on both sides of the Atlantic! We’ve secured coverage across the IT and Biz media and are chasing down further opportunities as we speak!
But they aren’t the only ones, as our enterprise software client has just announced the appointment of their new Chief People Officer, and our pitching team has been busy spreading the word across industry media in the UK and North America.
Appointment stories like these are a great way to display the power of Signal Theory. A journalist might not directly respond to every press release, but fear not, they are taking note! Announcing new hires can be a great way of starting a regular pattern of activity that can fuel future PR momentum. Once you’ve announced a new hire, PR pros can build their executive profile of thought leadership copy and timely comments/quotable quotes on relevant industry or geographic topics.
When you start to build up executive profiling, the press release with humble beginnings can lead to golden-tier interview opportunities.
Carpe diem and let the media come to you
Journalists cover people and organizations they trust, and signal theory is all about building market credibility.
Witness not one, but two timely interview opportunities arise for our aerospace and defense client. The first came following an M&A press release that pinged a defense journalist’s radar, who wanted to speak to a defense technology expert to understand the industry ramifications of the acquisition.
The second interview exemplifies the end goal of executive profiling, where a journalist reached out directly for our client’s input on how aviation maintenance is becoming increasingly digitized. This is the hallmark of strong journalist relationships and shows how once they trust your SMEs’ opinions, you’re officially in their network of credible sources and have become their go-to for feature input.
Moral of the story: Be seen, be heard, get noticed!
Tapping into timely trending topics—no matter the season!
Remaining media relevant requires tapping into timely trends and this is where hot topic tracking can help clients establish and strengthen their market position. It’s not ambulance chasing but rather a careful exercise in opportunistic trendjacking. Take our connected worker platform client. Our team spotted that cybersecurity is a hot topic in the manufacturing media right now, especially since the recent cyber-attacks on global brand Jaguar Land Rover, and we sprang into action. We pitched our client’s article on how manufacturers can enhance their AI security with connected worker systems and mitigate threatening cyber-attacks. The result? Fantastic placements across Tier 1 Manufacturing publications in NA.
Hot topic tracking can also be a vital way to keep the content pipeline fresh and exciting. For the same client, we explored the topic of seasonal workers in food & beverage manufacturing. We worked with their SMEs to put together a piece on how to upskill temporary workers in manufacturing with digitally connected tools that enhance all aspects of the workforce, from onboarding to training, addressing this current industry challenge. It has already landed well with North American food and beverage publications with high demand for the article.
The temperature is dropping but coverage is still picking up!
As September ends, the summer wardrobes are bolted shut. Although we aren’t quite carving our pumpkins, the spooky season of PR is just around the corner, and we can’t wait to see what other treats are in store!
Daniel Bellamy is Graduate PR Executive at IBA International.
