Although a successful PR strategy is made up of many different strands of activity, they must all seamlessly come together to use effective communications to meet with the wider objectives of a business.
Whether its increasing brand awareness, educating the market on a product or launching a new service, no two PR strategies will ever be the same. Not least because the public’s expectations continually evolve.
This has been most evident throughout the past year. Amid the devastation that we have all experienced, this pandemic has undoubtedly accelerated the digital revolution across the globe. By becoming a more tech-centric society, the landscape for business is undergoing a complete transformation.
Therefore, the need for concise and clear communications has never been as sought after. But as entire industries and working practices continue to change, it is important for businesses to update and archive any achievements and milestones they have reached. These are best communicated when presented as case studies.
How case studies impact a PR strategy
Although there can be a lot of time spent gathering information and insight, case studies enable businesses to showcase the work that has been carried out, the type of clients they work with and more importantly, what they are capable of delivering.
Without a doubt, they have an integral part to play within a PR strategy. Once complete, a case study can act as a marketing tool that can be used to generate new business enquiries and to educate and inform certain sectors of an organisation’s expertise within that market.
Case studies have many benefits. Not only can they act as an active record or timeline of key internal milestones, but can also highlight how significant growth targets have been achieved and clearly demonstrate how existing clients are benefiting from using a specific service or product.
They also offer businesses accountability. By sharing case studies on social media channels, on a website or via the press, businesses are providing evidence that can be used to substantiate any claims made in advertising.
With that said, the output of any case study can also be maximised if it focuses on what’s relevant and topical within a specific industry or the wider marketplace. This will ensure that, when published, it already resonates with the intended target audience.
The contents of a case study
We now operate in a data-driven world. With new technology and innovative developments changing the way we live and work. Data analysis is becoming the driving force behind decision marking within businesses at practically every level.
This is where the full potential of case studies as reliable and effective resources can be fully realised.
By showing specific metrics, whether it’s an increase in profits, meeting quarterly growth targets or expanding workforce, this set of data can help promote the effectiveness of specific products and services to prospective clients.
To further enhance a business’ successes and achievements, let the clients they already work with speak about their own experiences. Testimonials not only give further credibility to a case study, but also strengthen the overall perception of a business by having an external voice speak so positively.
Some companies believe that sharing case studies will provide competitors with too much information. This is very unlikely. Competing businesses are already targeting your clients, so enhancing the relationship that you have through case studies is actually a positive.
It shows that the work that was completed is endorsed by that business and that you are a reputable supplier that delivers results. Furthermore, it shows other potential customers in the same market what they are missing.
Far be it that a case study will deter a customer from contacting you, it will do the exact opposite. Using this information to support sales will redirect the resource and time taken to compiling these examples to where it matters most, converting leads.
There is nothing wrong with sharing success, both internally and with an external audience, and case studies are a great way to do just that.
If you would like to discuss the benefits of case studies for your business, get in touch with our team here. Alternatively, give us a call on 01924 862477 – we’d love to hear from you!