Roadmap to Influencing the Influencers
While ideas like infrastructure-building and corporate image-shaping may seem like long-term, pie-in-the-sky concepts that have very little to do with the day-to-day operations of your business, there are a number of actions you can take immediately to develop a roadmap that will lead to your ultimate goal of gaining greater market presence:
1. Brief industry analysts and enlist their support to comment on your company, your products, technology and/or services, and the market.
2. Nurture customer references who can talk about your company, and your product, technology and/or service's direct impact.
3. Relate your products, technology and/or services to current events and important industry trends.
4. Form relationships with complementary vendors who can remark on the importance of your offerings to the industry.
5. Conduct an external audit to understand your corporate image, comparing your perceived image to real industry perceptions.
6. Facilitate relationships with top-tier media, by conducting consistent proactive media relations.
7. Develop a feature news release that presents your company's unique value within the context of a pressing industry issue or trend and issue it over a leading news wire for broad reach.