One of the most powerful tools that we have used to help educate and engage stakeholders is an article. We often write articles for our clients – about their organization, about successes and challenges (and how they overcome the challenges to achieve success), and even about new products and services. We distribute the piece to traditional and online media for use – free of charge. We use it on the organization’s website, in industry association or other relevant newsletters, and we often share links to the article with a range of stakeholders. We’ve had great success in this area.

One of our key assets is that we have several people on our crew that come from the journalism world. Another is that we write the articles in an editorial style. It is researched, balanced and well written.

As simple as it sounds, there are times when we have to explain why we take an editorial approach and why it matters. When organizations are used to using marketing or sales copy, it can be a challenge for them to embrace a more balanced, authentic way of telling their story. They just aren’t used to it. For some organizations it is a culture shift.

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