Customer stories have long been an effective marketing communications tool. Enthusiastic customers share their experiences of a product or service through company channels, social media, conferences and publications. It is hard to imagine a more convincing recommendation.
They also help demonstrate sector expertise, improve online visibility and strengthen credibility. As PR consultants, we bring case studies written by ourselves or our clients to the media’s attention. Experience shows that some stories are more appealing to journalists than others. These six tips can help.
1. Find what makes the story distinctive
A journalist needs a clear explanation of the customer’s original situation, the solution developed and the results achieved. Those results should be measurable.
If company policy prevents publishing figures, explain what changed in working practices. Perhaps the project has become an example for others, with businesses visiting to learn from it. These are the basic ingredients journalists expect.
A story becomes especially compelling when it offers something unusual or distinctive within its sector. One historical example we shared with the media involved Sint-Jan Hospital in Bruges using Polycom RealPresence video collaboration. Surgeons could consult one another during operations and use live procedures for real-time training. The case attracted considerable media interest.
2. Make it credible
Your customer may be enthusiastic, but a purely promotional story is quickly dismissed as advertising. A case that also discusses challenges gives readers something to learn from and is more valuable to a journalist.
Explaining how a problem was resolved demonstrates your company’s ability to find practical solutions.
3. Choose the right publication
Match the case to the outlet. As with other communications, it should fit readers’ interests, connect with relevant subjects and meet the publication’s requirements, including length and editorial tone.
A well-chosen publication can also lead to other outlets picking up the story, increasing its reach.
4. Offer an interview
However detailed the written case, a journalist will appreciate the opportunity to speak directly to the customer and develop their own angle.
Sometimes a case presents only the supplier’s and project manager’s perspectives, leaving out the end user’s experience. That may be exactly what the journalist wants to explore. Offer access to the relevant people wherever possible.
5. Consider recognisable names
Companies with strong name recognition, a local presence or wider social relevance are more likely to attract attention. Consider customers that meet one or more of these criteria when selecting a case.
6. Provide useful visuals
Relevant photographs or a video showing the real situation can make a story easier to understand and more appealing to publish.
Discover how ProgressCommunications develops customer reference cases, or read why trust is central to B2B PR.
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