They say that even bad publicity is good publicity. Nonetheless, few companies paying for PR want to go telling uncomplimentary stories about themselves.
On the other hand, the story of a problem, and how to fix it, can make compelling reading. It takes a little courage to admit that there could ever, possibly be a problem in any way connected with your peerless product. But everyone knows problems happen, and the details of how they can be overcome are valuable information. That's 'news you can use.'
We recently wrote up a case study about a concrete coloring project where the color – made with our client's product – came out wrong. A skillful contractor fixed it - again using our client's product. The product does not seem to have been at fault - some damaging agent apparently leaked onto the slab - but it was still a gutsy move to tell the story. And the president of the company is quoted extensively, so it's obvious when reading the article that the manufacturer is 'on board' with telling this tale.
Many business people would have turned off the whole notion of telling about it, without considering the value. It's a reaction to negativity that's like an allergy. They think, what possible good can I do my product by associating it with failure?
So what is the positive value?
- Contractors learn how they can address problems
- Architects and specifiers learn that the product is versatile and problems can be resolved
- The manufacturer displays honesty
- The manufacturer's involvement and support of applicators is demonstrated
- The manufacturer shows that he's not afraid of the truth, because the product is good and worthy of his faith
What's more, readers in this industry will understand and appreciate the fearlessness of it. The story is more compelling, more memorable, because it's obviously not the usual marketing sunshine.
When seeking publicity, consider sharing your troubles (and solutions) with the world. It might come out better than you think.
On the other hand, the story of a problem, and how to fix it, can make compelling reading. It takes a little courage to admit that there could ever, possibly be a problem in any way connected with your peerless product. But everyone knows problems happen, and the details of how they can be overcome are valuable information. That's 'news you can use.'
We recently wrote up a case study about a concrete coloring project where the color – made with our client's product – came out wrong. A skillful contractor fixed it - again using our client's product. The product does not seem to have been at fault - some damaging agent apparently leaked onto the slab - but it was still a gutsy move to tell the story. And the president of the company is quoted extensively, so it's obvious when reading the article that the manufacturer is 'on board' with telling this tale.
Many business people would have turned off the whole notion of telling about it, without considering the value. It's a reaction to negativity that's like an allergy. They think, what possible good can I do my product by associating it with failure?
So what is the positive value?
- Contractors learn how they can address problems
- Architects and specifiers learn that the product is versatile and problems can be resolved
- The manufacturer displays honesty
- The manufacturer's involvement and support of applicators is demonstrated
- The manufacturer shows that he's not afraid of the truth, because the product is good and worthy of his faith
What's more, readers in this industry will understand and appreciate the fearlessness of it. The story is more compelling, more memorable, because it's obviously not the usual marketing sunshine.
When seeking publicity, consider sharing your troubles (and solutions) with the world. It might come out better than you think.