Clearly, one of the very best outcomes of blogging, at least for me, is when a post creates a little community. And it can just start with one person. I recently posted something about Ed “Why Rock?” Weirauch (sorry, Ed). He sent me something earlier today that I think is spot on for what many of us are trying to tell our clients and prospects (and ourselves for that matter). He wrote to me about a company called “The Marketing Department.” Actually, he sent me a release in which the firm’s managing director, Matt Cascarino, offers some timely insight. In good economic times, he says, “Marketing is often overlooked by small business because the need might not be pressing. But that leaves the business owner without a well-defined strategy. The economy tightens and the business owner suddenly faces a scramble to get customers.”
We in PR understand the scramble and most of live by the scramble. But normal people would generally like to avoid the scramble and if I’m right about The Marketing Department (and the publicity efforts of Ed Why-Rock? Weirauch (Ed, I can’t help it) ), companies will try to do what they can to put things into place so that they don’t have to rush through their marketing and PR efforts.
So here’s the under-the-surface insight—clearly, Ed is putting his client out there as an expert, someone who can offer some perspective, yes, but also an expert who can keep some forward-thinking business owners ahead of the curve in terms of maintaining their image in what will continue to be a crowded market (in spite of our sluggish times).
So, the lesson, an old one, but by no means a tired one, is to remember to put your clients in a position of commentator. The opportunities are endless really, since most everyone is affected by the economic crisis. Sure, a reader of Ed’s release might not pick up the phone and call The Marketing Department, but he or she could very well consider the possibility, especially if there’s not a whole lot going on in terms of his (or her) own publicity/marketing efforts.
When we put our clients out as experts we are essentially giving them a little more credibility, one more reason why that individual is probably a better bet than some unknown from an unsolicited email.