Greg Miller, founder and president of Marketcom PR

It’s easy to make the mistake. Some clients like to wait for the big product announcement that will make the marketplace stand up and take notice.

OK. Big product announcements are good. But what do you do while you’re waiting for the next one?

That’s a conversation we had with a client the other day. Don’t get me wrong – it’s a great company. They’re expanding globally in key markets like…well, just take my word for it.

The point is, while waiting for the perfect product announcement they are underinvesting in the corporate communications function.

I can hear you say, “What do you mean by that?”

While you’re waiting for the big product announcement, why not build your corporate communications profile with these five steps.

  1. Product enhancements – leverage the investment you’re making in existing products and lines that take advantage of changes in your industry.
  2. Personnel announcements – focus on how this new hire not only has a great background, but can help your management team execute against your growth strategy.
  3. Market expertise – focus on commentary that informs new customers and referral sources of opportunities for them in your market space.
  4. Speaking engagements – secure speaking opportunities (paid or unpaid) at industry events that reach your customers and publicize your participation.
  5. Thought leadership – secure bylined article opportunities in trade publications that reach your key targets.

Think about communicating with these tools over a timeframe of at least three months. Looking at it that way, you can easily stay in the communications market until the big announcement comes into place.

And since any one of these items can play across multiple communications platforms – organic search, media coverage, website and social media – you’ve got multiple times at bat.

Play ball!