How To: Marketing in Logistics – Step 3- Public Relations
Before we delve into step 3 of how to market your logistics or supply chain solutions, let’s quickly define what “PR” means, because it isn’t just “send a press release” or “be ready in case of the worst.” (There is a section on crisis communications coming up in this series, so we’ll forgo that for now).
Broadly speaking, “Public Relations” is about encouraging people with influence to share your position, either as a thought leader or an obvious choice.
When the Journal of Commerce or Freightwaves, the NY Times or WSJ write about a company (in a positive light), it increases brand awareness and eliminates a portion of FUD (fear, uncertainty, doubt).
Press releases are a tool that Public Relations can use, but it isn’t the only club in our collective golf bag. Instead, a PR program should include
Media relations to influence the influencers, using both press releases and proactive story ideas
Case studies, often sent to media as proof points of success (there’s the FUD elimination again)
Byline and contributed materials, to highlight a specific challenge in the industry
Research and indexes that leverage data to provide a unique viewpoint
Where PR Adds Value
Public relations typically aims to be a “top of the funnel” activity. Executed well, it is the easiest way to get more people to know what your company does, and how it does it better than your competitors.
By eliminating some of the FUD your prospect has, PR can quicken the sales cycle. We also know that LLMs (ChatGPT, Gemini, etc) rely heavily on the press for responses, meaning PR can be a component of an SEO/AEO campaign.
However, PR, in and of itself, is not a source of lead generation.
Identifying “News”
If you follow PR people on LinkedIn, you’ve inevitably read the three constant diatribes.
There are too many PR people and not enough reporters (i.e. it isn’t easy to get coverage)
Everyone else is using AI to write pitches, but we don’t do that (good!)
Nobody understands what PR really does (this is either because of unrealistic expectations, such as ‘why can’t PR get the reporter to change the headline?’ as well as understanding where PR fits into the marketing world)
The first bullet above is critical.
Journalists, media members, influencers, etc, are inundated with email pitches every day. The way to stand out is to have an item of real news value, such as;
A new product that tames an industry issue (kills EDI, offers smarter routing, improves safety)
A new hire (assuming they’re well known)
A new client win or geographic expansion (showing company momentum)
A case study (something unique you did for a customer/client)
The list goes on.
“We exist,” however, doesn’t earn eyeballs from the folks you want to recognize you.
