Category Archives: Public Relations

What Journalists Want: How to Up Your Aerospace PR Game & Get More Traction

What Journalists Want: How to Up Your Aerospace PR Game & Get More Traction | Haley Aerospace Marketing

Journalists are the gatekeepers for us PR folk. They have the power over which press releases make the news, what latest developments see a wider audience and which of your competitors get valuable print real estate.

As such, cultivating great relationships with them is crucial – particularly ones who specialize in the aerospace industry.

But journalists are busy. They don’t have time for networking, schmoozing or chatting on the phone. They want to get down to business, and they want those bylines.

So how do you build great relationships with them? You give them just that.

  • Keep it concise. Journalists are big on brevity. They don’t want to read three pages of PR jargon, nor do they want to sift through spreadsheets and dozens of data points. Make your pitch as concise and to the point as possible, and don’t waste their time.
  • Know their niche. If Alice specializes in covering helicopter news, don’t inundate her with press releases about passenger planes or other info she’s not able to cover. Keep an updated list of all your contacts, with detailed information on what types of stories they cover. Try to keep your pitches and press releases as in line with these interests as possible. You don’t want to end up on any spam lists!
  • Make their job easy. Don’t make journalists jump through hoops just to give you coverage. Make their job easy by giving them the who, what, where and why up front. Use bullet points, and break down why your story is important and should be covered.
  • Give them quotes. Chasing down interviews is the worst (and most time-consuming) part of a journalist’s job. If you can give them prewritten quotes or, at the very least, a few preestablished interview times when your subject matter experts are available, that’s a great way to endear them to your brand and get them to cover you.
  • Offer them exclusives. Most journalists don’t want to cover the exact same news as Joe in the next building over. They want something unique – something that stands out and makes their story a step above the rest. Consider giving certain journalists exclusive or early access to your news, so there’s something in it for them.

Here at Haley Aerospace, many of our aerospace PR and marketing experts are former journalists – so they know what it takes to get noticed and put in print. Want help getting your brand valuable news real estate? Get in touch today.

 

The Biggest Aerospace PR Mistakes You Can Make

The Biggest Aerospace PR Mistakes You Can Make | Aerospace Public Relations | Haley Aerospace Marketing

It’s been more than two decades since we started in the aerospace PR and marketing business. And in that time? We’ve seen our fair share of successes and failures.

The majority of those failures happened in the digital age – when social media, websites and texting were the norm. Not only did these developments bring down those typical customer-business walls, but they have also allowed customers to reach brands more directly, and more publicly.

As those shifts have happened, aerospace brands have struggled to adapt. A fairly traditional industry in terms of PR and marketing tactics, there have been some growing pains for sure. Here are some of the worst mistakes we’ve seen — no names or specific details mentioned, of course!

  • Ignoring a call-out from a customer on Twitter or Facebook – Did a customer tag you in a bad review or post on your wall about bad service or products? Ignoring it won’t make it go away. In fact, it only makes the problem worse. Not only can other customers (and potential customers) see that customer’s post, but they can see your lack of response too, and that says a lot about the service they can expect from your brand should they choose to do business with you.
  • Pretending other brands in the space don’t exist – Just because you and another company might overlap on a product or service doesn’t mean you can’t work together. You actually probably have a lot of followers and customers in common, so retweeting their content, tagging them in the occasional post or partnering them in some way is actually a boon to business — not a hindrance.
  • Not using SEO – Search engine optimization (SEO) isn’t just for your website. You should also use your search terms in social posts and on your social profiles as well. This can help your account rank higher in Google searches and, by association, your main website as well. Social and search strategies should work in tandem together toward the same goal from the very beginning.
  • Ignoring the money – Let’s face it, aerospace is a big-budget industry. You’re not dealing with people purchasing $10 lipsticks. It’s million-dollar planes, parts and services in a global economy. As such, aerospace PR requires a little extra finesse. You need to recognize that your client is on the high end of the market and that those with deeper pockets deserve a little more attention. Don’t brush them aside and treat them like any old customer; make them feel unique, one-of-a-kind and important.

Great aerospace PR is really an art form, especially in today’s digitally driven world. Need help or not sure how to traverse things in today’s digital landscape? Haley Aerospace PR pros are here to guide you.

 

5 Ways to Stand Out at Your Next Bizav Tradeshow

With NBAA right around the corner, I thought it a fitting time to talk about tradeshows. More specifically, how you can make a splash at tradeshows.

In our industry, I know tradeshows are a dime a dozen. There’s a new one every week, and for the true veteran, they all blend into one long year of plane rides, handshakes and schmoozing.

It’s easy to get jaded by the whole thing.

But you know what? Regardless of how many shows there are or how often you attend them, tradeshows and conventions are still effective – at least if you do them right.

So instead of phoning it in and using the same old booth and pitch you’ve had for years, take some time to change your approach. Here are some tips to help:

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Start a buzz.

Sure, you’ve been to NBAA before, but make sure your fans and customers know this time is going to be different. Tweet about it, post it to LinkedIn and let your media contacts know well ahead of time. You can also send out an email to your contact list or post it on your blog, or get super clever and start your own hashtag (#HaleyAtNBAA). Do whatever you can to get people talking.

 

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Keep that buzz going.

Don’t let the buzz die down just because the show has started. Keep it going by constantly publishing updates. Hire a photographer, and share photos to your Twitter and Facebook accounts. Take videos, and add them to Vine, Instagram or even Snapchat. Use those social platforms to your advantage!

 

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Go interactive.

People are more likely to remember (and visit) your booth if you give them something to do, so forget static table-and-booth setups and make your exhibit fun instead. Allow visitors to demo your products, or set up a faux cockpit and let people play pilot. Aim to give your visitors an experience, not just a handout or lecture.

 

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Give out freebies.

Everyone likes free stuff, so hand out something to everyone who visits. It doesn’t have to be big or expensive – just something they need or could use, like a pen, pad of paper or coffee mug. You can even go big and give away one of your products via a raffle or drawing. That will really get people stopping by your booth. Just remember to always brand your freebies. You want those visitors to remember your name every time they use that giveaway in the future.

 

 

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Use color.

Too many tradeshow booths are boring and bland. They’re black, blue and white, and every single one looks just like the last. Make your booth physically stand out by using color to your advantage. Put down neon yellow rugs, hot pink chairs or other bright accents. These will get you noticed from far away, and they’re sure to stand out in people’s minds once the show has ended. You can even put your staff in something colorful too. Playful, bright sneakers or fun, printed ties are great options!

 

Headed to NBAA? Planning your next convention trip? Make sure your booth stands out. Haley Aerospace’s experts can design a jaw-dropping exhibit for you that truly makes an impact. Contact us today to learn more.