Positioning people as expert commentators

Of course, coverage is ideal for positioning individuals and companies as experts in their field, but it has so many other uses, too.

A link from an article to a company website can be of huge benefit to that company’s Google rankings, while coverage can also be used on social media, in presentations, newsletters and email campaigns to clients and prospects.

So don’t ever dismiss media coverage as yesterday’s fish and chip wrapper. With a little imagination, it can be the single most effective activity in your marketing arsenal. The gift that keeps on giving.

We’ve never lost sight of the value of PR and this month, yet again, our B2B PR team didn’t disappoint.

While one of the partners at SAS Daniels was commenting on Yahoo! about the legal aspects of Spurgling (stealing sperm, who’d have thought it!), one of her colleagues was talking about menstruation in the workplace in the highly influential title HR Grapevine.

We also bagged a complete article in Accountancy Today for Julia Norris, a litigation and professional negligence lawyer at FS Legal. In it, she sets out why she thinks collaborations between lawyers and accountants are vitally important. You can read her views here.

Sticking with the financial theme, we secured an opportunity for the CEO of credit management company Veritas to share her views about why businesses are increasingly turning to outsourced providers of accounting and bookkeeping services. Her comments featured in AAT (The Association of Accounting Technicians magazine) and can be seen here.

Securing short, sharp commentary and multi-page, by-lined articles in leading journals is all part of what we do. Getting profile pieces is another important tactic.

Interested in the Northern Powerhouse initiative? Well, read what Adnan Sajid (corporate finance partner at accountancy practice UHY Hacker Young) thinks about it in this regular feature in North West Business Insider.

Although we bang on about the power of an online link, we still love the smell and feel of print media. Which is why we were delighted to see Daniel Stern from Slater Heelis feature in The Sunday Times regular column ‘Home Help’, where he was answering the ‘Problem of the Week’.

Meanwhile, away from professional services and into the environmental sector, we generated our usual haul of coverage for water treatment company Arvia.

An article in Dairy Industries International, which goes to dairy farmers across the world, proved to be particularly popular. The piece looked at reducing costs by reusing water and the content will be repurposed for a range of marketing activity.