Red Lorry Yellow Lorry ads

Many, if not all PR conversations start with coverage. How much did we get? Which titles picked us up? How many people saw it? Useful questions... but for me, there’s a more important one: are we showing up in the places that matter to the people we want to reach? That distinction is especially important in B2B tech. A brand can have a strong profile within its own marketing or technology bubble and still be largely invisible to the senior decision-makers who will shape its next phase of growth. That’s been one of the most rewarding parts of working w/ Valtech. The ambition isn't to simply generate more media coverage, it's to expand the conversation around the business, build recognition for its experts, and get Valtech into the publications its customers and prospects are actually reading. Anne-Sophie Huet, Valtech’s Marketing Director for Southwest Europe, talks in our latest customer story about seeing major companies reaching out to include Valtech in RFPs, alongside the wider growth in awareness the programme has created. You can’t attribute every commercial result to a single article, and you shouldn't try. But when the right audiences repeatedly encounter your business and your experts in credible places, PR does more than generate visibility. It builds familiarity before the sales conversation ever begins. Anne-Sophie explains the impact far better than I can in our latest customer testimonial. Watch the full story: https://bit.ly/4xJVJUd

Quand on parle de relations médias avec nos clients, les parutions sont toujours le point d'entrée. Combien d'articles ont été publiés ? Quels médias ont repris notre annonce ? Combien de personnes l'ont vu ? Selon moi, il y a une question encore plus essentielle : êtes-vous présents dans les médias qui sont consultés par les publics que vous voulez réellement adresser ? Cette distinction est déterminante dans la tech B2B. Une marque peut être parfaitement identifiée dans son propre écosystème marketing ou technologique et demeurer presque inconnue des décideurs et acheteurs qui façonneront sa prochaine phase de croissance. Notre collaboration avec Valtech illustre très bien ce cas de figure. L'ambition n'était pas simplement de générer plus de visibilité médiatique. Nous voulions également enrichir les discussions autour de l'entreprise, faire connaître ses experts et permettre à Valtech d'être présent dans les médias que ses clients, ses partenaires et prospects lisent réellement. Anne-Sophie Huet, Marketing Director South West Europe chez Valtech, évoque dans ce témoignage la manière dont de nombreuses entreprises ont inclus Valtech dans leurs appels d'offres, en plus de la notoriété que les différentes campagnes apportent à la marque. Il est difficile d'attribuer chaque lead commercial à un seul article. Cependant lorsque les publics clés découvrent à plusieurs reprises votre entreprise et vos experts avec des points de vue pertinents dans des médias crédibles, les effets des RP vont bien au-delà de la simple visibilité. Selon Forrester 68 % des acheteurs B2B ont déjà un fournisseur favori en tête dès le début de leur processus d'achat - et que dans 80 % des cas, ce fournisseur favori l'emporte. Les RP créent une familiarité avec une marque avant même qu'une conversation commerciale ne débute. Pour regarder le témoignage complet : https://bit.ly/4xJVJUd Red Lorry Yellow Lorry #B2B #Tech #PR #Marketing

I’m naturally a bit sceptical whenever an agency announces it has finally “solved” PR measurement. There have been enough proprietary scores, dashboards and shiny reporting platforms over the years to justify a raised eyebrow. And if the end result is just the same reach, impressions and coverage counts presented in a nicer interface, I’m not sure we’ve really moved the conversation on. But I’m equally sceptical of the idea that we should keep using those numbers simply because they’re familiar. The problem is that measurement doesn’t just describe the work. It starts to shape it. If coverage volume is the number everyone cares about, more coverage becomes the goal. If potential reach sits at the top of the report, suddenly a huge publication with little relevance can look more valuable than a niche title read by exactly the people you need to influence. That feels particularly backwards in B2B tech. Most of the clients I work with aren’t trying to become famous. They need to build credibility with a relatively small group of buyers, analysts, investors, partners and journalists. They need certain messages to stick. They need to become associated with the right issues and, ideally, gain ground on the competitors fighting for the same territory. So, when we built DRIVE at Red Lorry Yellow Lorry, I think the most important question wasn’t “how do we make PR measurement look more sophisticated?” It was “what would I actually want this report to tell me if I were the person having to defend the value of PR internally?” That means looking at relevance, authority, sentiment and whether the messages we’re trying to establish are actually making it into the coverage. It isn’t a perfect answer to the famously messy business of measuring influence, and I’d be suspicious of anyone claiming they had one. But I do think it gets us closer to measuring what matters rather than what happens to be easy to count. We’ve unpacked the argument in our latest blog, including why we think some of the industry’s favourite metrics have probably outlived their usefulness. If you’re sceptical, good. Have a read and see whether you agree. We’re also opening up a small number of free Brand Impact Audits using DRIVE, so you can put the methodology to the test on your own PR rather than simply taking our word for it. More here 👉 https://lnkd.in/eD7CF5TG

Your PR keeps you busy. But is it working? Get a free brand impact audit and see your real influence. 🔍

Struggling to prove PR ROI to your board? Our FREE brand impact audit shows how your coverage actually moves perception. 🎯

Are competitors quietly outranking you? Get your free brand impact audit and see where you really stand. ⚖️