Contact Center Industry News

TMCNet:  Attack the Goliath, be the David of PR agencies [Bizcommunity (South Africa)]

[March 04, 2014]

Attack the Goliath, be the David of PR agencies [Bizcommunity (South Africa)]

(Bizcommunity (South Africa) Via Acquire Media NewsEdge) Journalists and traditional media organisations can no longer claim to own media communication mediums. We are no longer gatekeepers who filter what messages can reach whom, and when.

And so, I set about to do just that. To sift out pitch articles from well thought out, topical and researched inputs. It was an effective strategy to side-line, delete and disregard content generated by particularly small, new PR agencies.

But that was then. Journalists and traditional media organisations can no longer claim to own media communication mediums. We are no longer gatekeepers who filter what messages can reach whom, and when.

And right there, lies the opportunity. It has never been this possible to beat the goliath in this industry.Catch the attention of the reader You can achieve success by understanding WHO the audience will listen to: is it the national newspaper? Is it their local radio station? Is it their lecturer? Is it you? In fact, I want to pose something interesting altogether. Media is less defined by the medium it appears on, it is less about whether you watch TV, listen to radio or observe status updates on Facebook. Rather, it is more about what you do when you consume that medium. By way of example, some people won't read past the first paragraph of certain articles. Messages have to resonate. That is when they are most effective, and are shared.There are three accepted media channels: Earned, owned and paid media Owned media is simple, and of course the simpler the medium the less effective it is. Owned media is where you stand and shout out, "Here I am, this is what I have done, and I am great for it!" It's shameless self-plugging.

Paid media is somewhat simple as well, it is where you pay people to say "There she is, this is what she has done, she is great!" Paid media holds more credibility when compared to owned media. It has a wider reach because essentially, you are paying for someone else to shout how great you are to THEIR audience.

Earned media - now earned media is invaluable; it is the most desirable form of channel, particularly in PR. It's incredibly trustworthy and effective. It is someone else raving about who you are, what you have done and how AWESOME you are with no direct stimulus from you.

The trick used by many successful goliath PR agencies is to combine all three to make them work interdependently and effectively for maximum effect. Paid media, for example, has limitations and can be useless if you can't CONVERT it to earned media. So now, you are a new and small agency on its start-out phase and you need to beat the Goliath? Pitch around these three important channels. Tell your prospective clients upfront that you will ensure their successes are shared without reservation on their website, newsletters, blogs, social media profiles and through stakeholder engagements. (Owned media).

Tell them you will ensure they back their clients on matters where there is shared value, that they will champion projects that guarantee them visibility, tell them you will promote Tweets and Facebook posts to reach maximum audience. (Paid media).

Tell your clients you will create advocates and evangelists for their brand. (Earned media).

Most importantly, do what you said you will do. We are working on new media landscapes. This is the environment in which your small agency will wither or thrive.

All rights reserved.

(c) 2014 Provided by, an company

[ Back To Cloud Contact Center's Homepage ]


Featured Resources

Featured Report
Millennial Research on Customer Service Expectations

Millennial Research on Customer Service Expectations

The "why" behind this research is simple: our clients recognize that different generations bring different expectations, varied communication preferences and new customer service patterns to the customer experience...
Featured Report
Optimizing the Customer Experience through Cloud Contact Centers

Optimizing the Customer Experience through Cloud Contact Centers

Adoption of cloud contact centers is on the rise. Findings from Aberdeen's January 2014 'Public Cloud vs. On-Premise: How to More Effectively Deploy a Cloud Center' study shows that 31% of contact centers are deployed in the cloud, and our related blog post highlights that companies anticipate their adoption of cloud technology to rise further throughout 2014...
Featured Report
Aberdeen report

Aberdeen Report: Cloud for Mid-Sized Contact Centers – What You Must Know

Cloud Technology is opening new doors for many businesses. However, it does so only when it's combined with the use of best practices and key technology enablers. This document highlights the adoption of cloud technology by mid-size contact centers and illustrates the reasons driving their investments...
Featured Whitepaper
Aberdeen report

Seven Critical Capabilities to Demand From Your Cloud Contact Center Provider

To deliver a world-class customer experience, your contact center must be flexible and reliable, while providing all the tools agents and supervisors need to manage their workflows. Here are seven critical capabilities to look for when deploying a contact center in the cloud...
Featured Webinar

Contact Center Economics and the Cloud

Together, Bob and Drew will help you understand the economic value of upgrading technology, important business and financial considerations, and how to compare total cost of ownership of a premises vs. cloud or hosted solution. Watch the webinar on-demand now...
Featured Datasheet
Zipwire Cloud Contact Center

Zipwire Cloud Contact Center

The appeal of moving services to the cloud is obvious. Cloud services offer reliability and robust feature sets without the need to implement or maintain complex contact center infrastructure. The Zipwire™ cloud-based contact center allows businesses to leverage the flexibility and cost savings of cloud architecture while offering a seamless, first-class customer experience...