Why Your Public Relations Strategy is Not Working

Highlander helps emerging and mid-sized B2B product and service firms across the US create and keep customers. We design business development strategies, apply appropriate tactics and generate market intelligence that enables our clients to create and keep customers on a consistent basis. Unlike traditional PR firms, we are accountable for business outcomes; not simply tactical success. Highlander Consulting is broadly recognized for its ability to position complex products, services and ideas among sophisticated target audiences. Our proprietary Marketing Craftsmanship® process — based on more than 30 years of marketing communications experience — enables clients to: • Gain market positioning of their intellectual capital and value proposition • Drive consistent top-of-mind awareness among target audiences • Increase participation in RFIs, RFPs, competitive shoot-outs, and sole selection • Build market perception of the firm as a “safe choice” • Improve win rates in RFPs and competitive shoot-outs • Earn higher customer retention rates and cross-selling opportunities We help generate revenue for clients by focusing on meaningful, measurable marketing activity. Our performance is based on tangible KPIs, such as lead generation, shorter sales cycles and increased revenue. Visit our website www.highlanderconsulting.com or our blog www.marketingcraftsmanship.com

6 thoughts on “Why Your Public Relations Strategy is Not Working

  1. Thanks for your comment. The only sustained benefit of (the right type of publicity) is that it can yield a 3rd party endorsement of your intellectual capital…which can be merchandised in your sales process. Most publicity is sizzle with no lasting or tangible business value.

  2. This is very smart. In a number of businesses over the years, I have noticed consistently that PR activity adds a short-term burst to activity, but it’s as little as 2 hours to one day, then right back to normal. I rarely employ PR as a tactic anymore. He is correct that it’s assumed “noise” equals “revenue” and rarely is a straight line drawn from that PR exercise or event to what exactly is expected from it.

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