One of the more important aspects of public relations is being able to uncover opportunities and being agile enough to ensure the best outcome for your clients. When an opportunity to help a client presents itself, you need to move fast. But it’s not just about turning around something quickly, it’s also about knowing the company’s audience, understanding market issues, and presenting a coherent discussion. Being smart, agile and quick can lead to great results.
For example, when a busy reporter was about to decline a time-sensitive story idea about the Portland CyberPatriot Camp recently, we seized the opportunity to offer up a guest column instead and drove hard to get it turned around in a day. Since many of us at McKenzie Worldwide are former journalists, we know what makes a good article or guest column. We quickly identified one of the leading companies in cyber security (Galois, Inc.), discussed the opportunity with the company’s marketing team and quickly wrote up the guest column for the CEO.
We ended up developing a guest column on behalf of Galois that focused on hot trends in the cyber security space and also promoted the Portland CyberPatriot Camp (an event that McKenzie Worldwide is sponsoring) which was published in the Portland Business Journal within two days. We also promoted The Galois Foundation’s sponsorship of this cyber security camp for high school students while highlighting their focus on supporting Science, Technology, Engineering and Mathematics (STEM) education.
It was a win-win for Galois and provided great exposure for the event.
Author: Rob Goodman
Rob Goodman is a communications professional with more than 27 years of experience in public relations, marketing and content creation.