For the last 12+ years I’ve been working in tech PR, specifically within the mobile and auto industries for companies such as Ford, Microsoft, Telenav and Polaroid. I bring both in-house and large agency experience to Voxus, and I’m excited to share what I’ve learned with my new colleagues.

Here’s a big takeaway from working at Telenav, a mobile and auto connected services company, that has both consumers and OEMs as customers. A lot of PR campaigns stick to just that, PR. Targeting the right media to publicize your story is still very important, but there’s more to it if you want a well-rounded story.

Outside of securing articles in your tier-one publications, I urge you to think of other ways to reach your customers (or consumers) directly. Here are three other avenues to take a look at:

  • Social media – Facebook, Twitter, LinkedIn, Instagram, etc. – is a great stepping stone that allows you to engage and educate your target audience.
  • Direct email marketing, either to purchased lists or a current customer database, can enhance the relationship, encourage customer loyalty or acquire new customers.
  • A microsite allows for further branding opportunities, also serving as a platform to provide editorial content and keywords for greater chances of search engine inclusion.

These are great opportunities to tell your story in YOUR words (think of media coverage as your story in someone else’s words). Don’t just do these for the sake of doing them – know your audience and where they “live,” then target them. Sometimes it’ll be via social media. Other times it’s email. Maybe a microsite will be your best bet. Or, it could be all three.