As we sprint through fall 2024, pressure is mounting on sales teams across various industries to close deals. Based on candid conversations with sales professionals, one thing is clear—the tension is thick.
Companies with the right PR and press coverage are quickly outpacing their competition, while those without a strong PR program struggle.
Here’s what I’m hearing from the frontlines as I speak with companies just starting to reach out for support:
“No one knows our brand, so breaking through is tough.”
“Our messaging around differentiation isn’t resonating.”
“Our competition is all over the press, and we’re not.”
“I don’t feel like I have the aircover I need to open doors. Where’s the PR and marketing?”
When your messaging doesn’t rise above the noise and your brand doesn’t make headlines, your sales team feels the ripple effect. Opening doors becomes an uphill battle without a compelling messaging strategy and strategic press coverage that conveys leadership and momentum. While your competitors are building trust with potential clients and investors, you’re left trying to explain why you’re different and relevant.
Now is the time to give your sales teams the aircover they need to close deals.
Building a proactive PR strategy that secures the right press coverage can create the necessary visibility and trust to fuel sales.
With that in mind, let’s dive into a strategic PR sprint with these seven steps to finish 2024 strong and set the stage for a successful 2025.
1. Align PR with Q4 Sales Goals
Do your homework before deciding on your PR strategy. Start by scheduling a comprehensive meeting with your sales team to identify what messages resonate best with customers and what products or services they’ll push in Q4. Establish an ongoing dialogue to ensure PR and marketing adequately support their efforts and ask about their needs. Do they need more case studies to build credibility? What materials work best for their sales discussions?
With that information, craft a plan of action that supports their efforts with the right messages, narratives and materials.
2. Maintain Momentum Through October and November
As news typically winds down in Q4, plan a series of thought leadership activities that keep your company in the spotlight. This typically includes thought leadership contributed articles in industry publications and speaking engagements at fall conferences. Consider launching a social media campaign that highlights your achievements throughout the year. Craft and distribute a strong momentum press release showcasing those achievements and customer successes. Don’t forget that many publications will be looking for prediction articles for next year.
3. Optimize Your Online Presence
Use this time to conduct a comprehensive website audit for compelling copy and landing pages that point to the right products. Implement a robust and consistent flow of valuable content in your blog and avoid self-grandstanding.
However, you can update and enhance the news section with press releases about momentum and achievements throughout the year. Work with your PR team to refresh your site with a compelling content strategy and a strong brand presence.
4. Get a Head Start on 2025 Planning
As you look back at the year, conduct an audit to assess your 2024 PR performance and make plans for improvements. Identify emerging trends and potential opportunities for 2025 along with possible data points and topics to promote next year as you map out your budget and requirements for the months ahead.
Before they begin to shut down for the holidays, review your list of subject matter experts and refresh their training.
Hold a strategic planning session with your PR partner or agency to map out a strong finish for 2024 and develop a ramp-up plan for early 2025. This includes aligning key messages and initiatives for the coming year. Also, use their AI tools for a deep dive into your top 25 target reporters and outlets. Identify the most prevalent topics and trends in your industry. Determine where your company has a unique point of view on which to contribute.
5. Leverage Year-End PR Opportunities
December is a great time to prepare a “Year in Review” press release or blog. The press release probably won’t receive coverage, but it will remind reporters, potential customers and partners why you’re the company to connect with. Plus, it will circulate on the web, be shared on social media and potentially be captured in searches with proper SEO.
You can use the release to position your company for industry awards and recognitions and bridge your actions in 2024 and 2025. Also, consider developing and packaging 2025 predictions for your thought leaders and subject matter experts. This is a great time to identify bold, newsworthy predictions that align with your company’s expertise. Leverage multiple formats, including press releases, bylined articles, blog posts and social media content.
6. Support Your Team
Plan events and internal communications that recognize and celebrate individuals and teams to boost morale. Celebrate major milestones like employee anniversaries or successes. Show your support by providing additional resources for managing increased workloads going into the new year and encourage work-life balance to prevent burnout.
7. Strengthen Sales and PR Collaboration
Before closing out the year, plan and conduct regular check-ins between PR, marketing and sales teams for real-time updates on messaging effectiveness. Collaborate on how to develop a system for quickly producing targeted case studies and success stories. Ensure PR initiatives directly support sales enablement.
Remember, a solid finish to 2024 sets the foundation for a successful 2025. By implementing this strategic PR sprint, fostering closer collaboration between sales, PR and marketing, and maintaining a robust online presence, you’ll energize your team, support sales goals and position your company for continued growth.
Don’t let the allure of conferences and events distract you from building a solid foundation. Well-optimized and compelling website copy is critical for converting interest into engagement and sales. Moreover, leveraging AI-driven insights to align your messaging with emerging media trends will ensure your 2025 PR strategy is relevant and impactful.
By preparing your 2025 predictions early and maintaining a steady drumbeat of strategic PR activities, you’ll be ready to capture media attention during the crucial year-end period when journalists actively seek expert insights on future trends. This visibility will give your sales team the aircover they need to open doors and close deals.
Here’s to finishing the race strong, supporting your sales team and setting the stage for an even better 2025!