It’s been a while since my last newsletter – I took two weeks off and the return to work felt fraught. It was a good reminder that, when you run a business, a strong team and a reliable supplier network is essential to avoid burnout. Fortunately, we’re in the process of onboarding new staff members, which is an investment in time and money, but will pay off in the long term.
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In my last newsletter, I talked about thought leadership – what it means and why you should do it. The next question is, where is your thought leadership content featured, outside of company channels like blogs and socials?
What are the key publications and channels your target customer regularly reads? It’s all very well getting featured in a national paper, but how many readers will be a prospect? Or even an important stakeholder, such as an investor or healthcare professional?
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One of our clients manufactures auto-injectors, for use in drug-device combination products. The target is pharmaceutical companies, who need delivery devices that are well-tested and approved by regulatory bodies, ideally able to accommodate multiple drugs in a portfolio regardless of viscosity or volume, and that are also as sustainable as possible, given auto-injectors are generally single-use (for now).
So, for this client, we create campaigns that thoughtfully discuss the factors above – i.e. the concerns at the top of a pharma exec’s mind. And we have built relationships with key titles read by the pharmaceutical industry.
It may sound obvious – but are you doing this?
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Press relations starts with knowing your target media. Newswires can be helpful, of course, for when you have a news story to blast out to as many people as possible.
But it is only through building relationships with industry-focused journalists, and earning their trust through high-quality content, that you can get your features in front of the people you want to influence – as a credible commentator.
Once you build these relationships, you can strengthen your marketing strategy, refining your campaigns, your target publications and your scheduling.
For instance, many journalists attend industry events – how often do you set up a time to chat in advance? This is not only so that journalists in the field can better understand what you do, but also to learn which topics interest them the most.
Many publications also make copies of their magazine available at events, in a press corner or reading area, so advance planning can secure you coverage in these event issues.
Of course, we can organise all of this for you. Book in a planning session with me or email me at sarah@thoughtsparkagency.com.
If your target audience covers multiple countries, we can support you with this too. But more on that next time!
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While I was away, it was World Hijab Day, on the 1st of February. This is an annual event that raises awareness about the headscarf (hijab).
I tend not to discuss the religious aspect of the hijab much in the workplace, keeping that personal, but I appreciate you might have some questions about the practicalities. So last year, I thought of a few that might have crossed your mind.
- Do you wear the hijab all day at home? Nope, I don’t! Just for video calls.
- Do you style your hair for the day under your hijab? I wouldn’t call what I do styling, but it has to be neat otherwise I don’t feel ready for the day.
- Do you still wear it even when you’re with female colleagues? Yes. In theory, I could decide not to, but it feels like I’m crossing a line between the professional and personal.
- How do you swim or exercise while wearing a hijab? Everyone has a different approach but nowadays, there are many options in appropriate, breathable fabrics – and this really does make me feel more empowered and excited about working out.
Is there anything else you’ve wondered about? Let me know!
