207- Soft Public Relations for Well-Kept Secrets

Hello PR friend!

If you own a service business like mine, you’re probably wondering how to evolve your offering.

I am currently reflecting on how to better position the NATA PR agency by developing a new service that allows us to showcase our expertise even more effectively.

I have decided to share my thoughts with you here and how this service will take shape and evolve within the NATA PR agency in the coming weeks and months.

A few weeks ago, we secured a mandate for a company that requires strategic support quite different from what we usually offer.

I like to say that this company is a well-kept secret because:

1. It has not communicated for decades;
2. It is absent from the web;
3. It wishes to make itself known gradually.

Many of this company’s clients want to remain anonymous because they find in our client:

1. Discretion
2. Anonymity
3. Security

This mandate excites me because it allows us to deploy our knowledge at another level. This new client has a deep understanding of our value as communication experts;

1. A clear demand for our strategic support;
2. A reflection that requires expert strategy to develop a customized plan for this company.

I love challenging my team to step out of their comfort zone, and the challenges here match the talents of the agency:

• How can we talk about this company without offending its clients?
• What new communication plan will we implement?
• How can we quickly establish this company on the web?

I already have several ideas for bringing our client into the 2020s, but we need to be strategic and proceed gradually.

This is about offering a five-star service we will develop in close collaboration with our client.

Here are the first steps:

1. Gather information on the history and foundation;
2. Conduct archival research;
3. Sort through documents;
4. Propose to our client what seems of public interest and interesting for journalists.

We are discussing the type of event we could create for journalists and a target clientele in the real estate sector.

I thought about organizing live presentations on Instagram and Facebook, but since this client hasn’t developed these tools, we will need to be more creative.

Or implement these visibility actions in a second phase.

So yes, we will use the NATA PR six-step model and start with:

1. Why would journalists/influencers talk about our client?
2. We must tell their story sensitively and respectfully while engaging journalists.
3. Identify the most important journalists/influencers and ensure those we target are perfectly aligned with our client’s values.
4. The tools—We found photos and images from the foundation in the archives (over 60 years old!).

Interested in learning more about how to use PR to connect with new audiences, especially if you are a well-kept secret?

Feel free to get in touch.

[email protected]

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