Generating sales through PR is not all about social media, despite the hoopla. Traditional tactics mesh well with sales results, particularly in the case of Verizon and its TV offering, FiOS. Eric Rabe, the company’s senior VP of media relations, says his role in creating awareness of FiOS launches is really all about sales.
For example, the company just introduced FiOS in Pittsburgh. “Usually we’ll announce through a press conference with a demonstration a week or so before advertising and other promotions hit,” says Rabe. “In those first few days after the event, we saw sales jump tenfold. So clearly that’s making a direct impact.” Here’s Rabe’s advice for making a connection successfully to sales:
• Be locked in to everything that sales is doing. If PR is not in weekly meetings with sales, you are missing opportunities.
• Think about how you’re executing. What are tactics you haven’t used before and how can you best engage customers as fans and enthusiasts?
• Don’t ignore traditional media. Press releases and print still reach audiences out there.
• Remember to measure, but keep in mind that, particularly with traditional tactics, there is a certain amount of art involved along with the science. But you can learn a lot and make intelligent judgments about your audience regardless.
One advantage of using PR to drive sales of FiOS: Verizon advertising doesn’t focus much on particular features of the service. PR is tasked with creating awareness around those features, says Rabe.