If you want to win new business from new clients, speaking is one of the most effective tools in your toolkit for burnishing your expert credentials. 3PR (Personalized, Professional Public Relations) is a combination of strategies, tactics, and tools designed to help you and your business accomplish one or more of these seven key business objectives:
- New lead generation
- Building credibility and brand preference
- Connecting with media and industry analysts/thought leaders
- Opportunities to engage your top talent
- Management Development
- Thought-leading content creation
- Contribution to your professional community
Let’s unpack specifically what 3PR means:
Personalized: Your firm is made up of individuals. Each member of your team has specific strengths, capabilities, preferences, and a personality that can be leveraged in marketing, positioning, and amplifying the messages that your firm wants to impress on the prospects, clients, and influencers in your target markets.
Professional: 3PR has one goal: professional exposure for your firm’s expertise, products, services, and value proposition. Many business leaders shy away from the spotlight of 3PR, asserting that “it’s not about me.” Although this is true, it is certainly about you providing value, expertise, and guidance to help your target market succeed.
Public: Your team may be top-notch with proven expertise that generates amazing results for your clients. However, if you don’t make your expertise public, you will suffer something called the “Best kept secret Syndrome.” 3PR puts your expertise in front of prospects — exactly where it belongs if you want to generate new business more easily and more often.
Relations: Stop thinking in terms of closing sales and focus on building relationships with your audiences, readers, followers, and fans. The content that you share in a typical 3PR campaign is useful, valuable, actionable, specific, and insightful. Do this consistently, and you will build trust, likeability, and a reputation for excellence. So when a need arises, you and your firm will be on speed dial away.
Here are the three pillars of a typical 3PR campaign:
Speaking: Target profit-rich speaking engagements in front of audiences composed of high-probability prospects. Then develop a “marketing magnet” presentation that will engage, attract, and convert prospects to take the next step in your new client acquisition process.
Writing: Write articles, whitepapers, special reports, blogs, case studies — Anything that your prospects will find valuable and relevant. You and your firm need to become known for creating and sharing a consistent stream of high-quality information that solves your prospect’s problems. Yes, even before they hire you!
Social media: Social media platforms now generate up to 40 percent of the website traffic for successful entrepreneurial companies. If you and your firm are not taking advantage of social media channels to offer value and invite engagement with your target market, you are missing a significant opportunity to generate new leads and stimulate meaningful prospect conversations.
In conclusion — it comes down to “expertizing” — which is the cumulative effect of your speaking, writing, and social media efforts. Taken to the extreme, it might even result in your writing a non-fiction writing book to position you and your organization as thought leaders.
Expertizing includes the ability of your firm’s several leaders to clearly and confidently deliver a kick-ass presentation at trade shows, conferences, and industry events. It also includes positioning you and your company’s key leaders as experts via your website, videos, media kits, social media presence, articles in trade publications, and regular blogging.
It is understandable that you often do not see a senior executive working on this, but take a look at great companies. Disney, Amazon, Tesla, Facebook, Google and the list goes on. What do they have in common?
Disclaimer note:
The opinions expressed in this post are those of the author. They do not purport to reflect the opinions or views of ThinkLogic Media Group or any company and their associates.
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