If you are looking for a product or service supplier, the chances are that reading a good case study about them may influence your purchasing decision. After all, what they did well for a business with a similar requirement could also work for you.
We help many of our clients to use case studies effectively in their PR programmes, showcasing their skills and the quality of their people in target publications and websites. They are an excellent way to get across key aspects of a client’s working practices and can spread the publicity benefit widely. For example, we have produced articles about successful building projects that reflected positively on the contribution of all concerned; clients, main contractors, sub contractors, project managers and specialist personnel. An in-depth appraisal of a project or application story can also tick a range of boxes covering commercial, technological, social and environmental aspects that a project provides.
Well-structured topical case studies can command prominent positioning and comprehensive coverage, especially when timed for an editorial feature subject or current issue being covered by a publication. Editors like them because they deal with what their readers want to learn about – best practice at work, problem solving, logistics, successful scheduling and budgeting etc.
There is nothing new about producing case studies for the press, TV or radio, but lately their potential has grown with the development of the online environment. This provides them with a wider audience, a long shelf-life through web archiving and, with the skilful use of search engine optimised key words and phrases, a means of capturing and holding a web researcher’s interest. Because case studies can deal with problem solving topics that have a continual interest, they can remain useful vehicles for PR for years to come.
With these developments, the importance of case studies has moved from tactical to strategic. Their retention on website archives provides historical support on which future corporate reputation building can be founded. Additionally, they can expand from providing individual articles or broadcasts to triggering a range of complementary activities through targeted email campaigns, online video and social networking communications. In the collaborative way mentioned earlier, these added benefits of publicity and exposure can affect others involved in a project, so they have the potential of enhancing a PR client’s business relationships as well.
Case studies can require extensive liaison and preparation, but this is well worthwhile. For presenting a company at work and meeting its challenges successfully, they just can’t be beaten.
Perfect illustration
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