Best ways to increase company name recognition

September 30, 12:29 PMPublicity ExaminerCarrol Van Stone

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Let’s face it. We know It is much easier to strike a deal when the person in the room has heard of your company than when they haven’t. But, without lots of money for splashy ad campaigns, companies need to use PR and media coverage to establish and build name recognition. Savvy, ambitious PR is the best way to generate visibility for your company name, executive expertise, mission and products. Frequency and repetition are the two best ways to do this. Here are six best ways to make that happen.  

Pitch every media outlet regardless of location or size. This might seem obvious but too many execs will only take time out for an outlet with high circulation numbers. Big mistake. Small, local newspapers and broadcast outlets are often part of large syndicates and your quotes could be read by much more than the thousands in the local market but actually hundreds of thousands across many major markets.  

Respond to every media query no matter how indirect to your business. If you are in tire sales and the reporter is writing about hiring trends…respond.  If you are in software development and the reporter is writing about corporate incentives…respond.  As long as it is a business question and you are a business executive – respond to the query the best you can in a thoughtful, helpful way. It doesn’t matter if it won’t directly drive sales – it will help build your frequency and repetition and give you one more press person who could contact you later for something more significant.

Treat every reporter the same regardless of their stature. Whether it is the CBS Evening News or the staff writer at the local Herald make sure you are courteous, forthcoming, and helpful. A freelancer or small town reporter today could write or produce for TIME Magazine or Good Morning America tomorrow and press always remember the execs who have delivered and they can count on.

Take a side. Familiarize yourself with the issues and voice your opinion by writing Letters to the Editor and Op-Eds (aka commentary, viewpoint, first person, etc.). All outlets will include your name and city and some will even include your company and title. It’s gets you published, increases SEO activity, and positions you as an informed voice on the topic. This type of visibility makes it possible for producers or reporters to invite you to participate in their coverage because you are published and on the record with an opinion.

Take the time. Speak at industry events as a panelist, lecturer or moderator. There will be expenses if it is an out of town event but the frequency and repetition of having you, your company and logo featured for many weeks and months on the marketing materials will be well worth it.

Tap your customers. Invite them to be part of your PR program by sharing their success with your product.  Arrange for your publicist (in-house or agency) to contact them and find out what makes their story special. Many executives will welcome the visibility to get some ink under your PR budget.

These best ways to seek and secure media coverage will help you increase name recognition, build brand equity and drive up revenue potential because the company visibility will bring the awareness that you need to make a difference!