Mix It Up! Why B2B Companies Should Offer Various Faces to Reporters
Time to modify your media relations recipe
There's a commonly held PR belief that CEOs should be the only people at B2B companies who speak to reporters. Even though it’s the go-to path for most organizations, it limits the amount of media coverage you can secure and it is not reporter-centric.
How can you communicate all that a company offers through one person, one interview at a time, every few weeks or months, and when their industry changes regularly? This is nonsensical. Today you have to…
Change the media relations recipe
The tried and true method of B2B public relations has traditionally focused on securing media coverage around momentum (i.e. customer growth, received funding), customers (rarely happens but is necessary), and a corporate narrative. Going about B2B PR this way, which is a company-centric approach, is not filling up the plates of reporters with what they want.
In B2B PR, firing on all cylinders today means having a proactive media strategy containing ongoing campaigns behind numerous subject matter experts. A Head of Customer Success should be quoted in a trendspotting story (newsjacking tactics work here). A VP of Marketing can pen a byline (look up MarketingProfs). A Product Manager can be on podcasts (there are many). Why isn’t it really weird to see a tech CEO’s name on a contributed post in a trade publication sharing 5 ways to segment SMS subscribers? The company comes across as small. Put someone else’s name on that guest post so they can feel appreciated.
Since the majority of B2B PR agencies/consultants/freelancers are only “serving” up CEOs to the media, you can get ahead if you offer other employees. They can speak to so many facets of a business, and I’m not talking about speaker bureaus (multiple employees who are subject matter experts speak to audiences at events).
For whatever reason in B2B PR, there’s a fear of putting forward anyone other than C-suite executives. This shouldn’t be a rare addition to the strategy behind B2B PR programs. It should be what every single organization does if they care about raising their profile and improving employee retention.
Take for instance a Head of Product. With a little media training that reduces the amount of technical talk that could potentially go over the heads of reporters, they really deliver the nitty-gritty. One wise place to start: client projects. Maybe a recent one is fresh in their mind and they can talk about the starting place, how obstacles were overcome, and what the outcome did for that client. Yes, there are publications that write thorough Q&As. Two of my favorites are Crowdfund Insider and Cool Hunting (more B2C than B2B). Also, product leaders are superb resources for trendspotting stories that are written throughout the year.
Now let’s forget the project or client publicity angle for a second because sometimes B2B tech companies or their clients feel they reveal secrets. Just keep in mind that reporters want to speak with employees who are up to date on trends, can break them down, and can answer spontaneous questions without sounding stiff.
3 ways this helps you win
Who doesn’t want diverse expertise? Each person brings a unique point of view to a reporter’s ear. Engaging with a variety of staffers lets reporters tap into each person's specialized knowledge and one-of-a-kind insights, whether they are the head of engineering, a product manager, or the director of customer success. It’s easy to see why this would result in more detailed and informative reporting.
Think about the untold stories. Not every story comes from the CEO's office. Employees at B2B tech companies who work directly with customers, in the trenches of product development, or behind the scenes on innovative projects often have the most eye-opening and authentic narratives. A more accurate and complete picture of the company's approach can be created from these untold tales reporters crave.
Don’t overlook the lift in employee morale and engagement. When employees see that their voices matter and that their ideas are being presented to the media, it will boost their motivation and even loyalty to the company. Imagine how you'd feel if you were trusted enough to do this.
It’s a shame we don’t talk enough about reporters wanting to help people advance their careers that often don't get the spotlight. There are many who want to present fresh faces to their audiences versus the standard talking heads any reporter can go to for comments on breaking news. Plus, speaking with an employee who is not part of senior leadership is appealing because this person is usually more raw and does not use jargon. By the way, I believe anyone speaking on behalf of a company must talk to a communications professional prior to a media interview.
When talking to a CEO, reporters kind of know what they’re going to get. Sadly, it’s common for them to hear lots of jargon or be given a sales pitch about that company if a CEO doesn’t have media training. I guarantee that nine times out of ten this isn’t why a reporter booked a call with an executive.
Pass the mic. Allow reporters, prospects, and job applicants to hear from another smart person other than the head honcho. Everyone wins.