Media relations: What makes a great case study?
As public relations professionals, one of the most important pieces of media relations activities is having valuable content to share with the outlets we are working with. Whether you’re sharing the benefits of a new product, offering information on how your client is advancing their industry or communicating another piece of news, editors and journalists only want to know what’s relevant to their audience.
Specifically, case studies can serve as content that shows a real life challenge and how a company’s products or services offered a successful solution. As an example, we can show Full Circle PR’s capabilities through our successful client case studies. And when pitched appropriately, media outlets gravitate towards these examples because of the known value of sharing actual projects and results to their audience.
Is a case study opportunity right for your client? Here’s what you’ll need:
- If your client worked with a customer, contact the customer directly to make sure they are on-board to endorse their relationship in the media.
- Understand the unique challenges that the customer posed and how your client was able to address and solve the issue with their products/services.
- Make note of the compelling, measurable results that can be shown as a result of your client’s work.
Once these pieces are in place, you have the tools necessary to approach media outlets and position your client as a proven expert in their industry.
As public relations professionals, building and pitching case studies are one of the most effective ways to shine a light on our clients through media relations. This is a quick, general overview of what goes into a great case study, so I would love to hear about your own challenges and successes with case studies. What else would you add to this list?