| If your company doesn't have a case study writing | | | | dimension to what is often an impersonal, |
| strategy in place, it's missing out on what is an | | | | number-crunching scenario. With good photographs -- |
| incredibly powerful PR tool. Case studies take a | | | | possibly featuring people, townscapes or some kind of |
| detached view of your company's achievements | | | | 'product consumption' -- they can illustrate a point with |
| either on its own behalf, or for a client by way of a | | | | clarity and credibility. Edited-down cameos can be |
| third- party testimonial. | | | | longer than typical testimonials, yet substantial enough |
| They are particularly convincing when used in an | | | | to prove more detailed points or highlight the |
| annual report to illustrate your business achievements | | | | company's specific skills and achievements. |
| and successes over the previous | | | | If PR is about providing information that doesn't set out |
| Â Â Â Â Â Â Â Â Â Â Â Â Â | | | | to 'sell' in the overt sense, then case studies are the |
| As the basis for a tailor-made PR package, case | | | | purest form of PR. Creating PR packages that are |
| studies echo the pure PR sentiments of third-party | | | | underpinned by the integrity of case studies has to be |
| endorsement, social proof and the objective | | | | a marketing tool which few companies can afford to |
| assessment of an organisation's products, services | | | | overlook. |
| and achievements. | | | | To optimise case study content and maximise its |
| This is all about generating credibility. Without | | | | effects and impact, it is important that your company |
| endorsement, there is no reputation. By endorsing | | | | devises a well thought-out strategy. A good starting |
| specific aspects of your business, PR takes care of | | | | point should be to make sure that key people in your |
| itself. That's because PR is hungry for media | | | | business are aware of the opportunities that exist in |
| application -- how best to use an endorsement in front | | | | day-to-day operations. |
| of the most relevant target audience. | | | | Systems must therefore be in place to gather |
| A case study can, of course, be used in a one-to-one | | | | information for passing to internal writers (or your PR |
| situation. This could be plain old-fashioned 'word of | | | | agency) as the 'raw material' for each case study. It's |
| mouth'. It could, on the other hand, be a written piece, | | | | also important to make sure that whoever has |
| video or CD espousing a particular event or application. | | | | responsibility for writing them also has the skills to |
| This could also be for consumption by a particular | | | | collate all necessary details to bring raw data to life. |
| individual or small group of people, perhaps to support | | | | This could entail interpreting written questionnaires or |
| a sales pitch or as part of a fund-raising exercise. | | | | applying the appropriate skills for telephone or |
| Case studies can also be created for the public | | | | face-to-face interviewing. |
| domain - as part of a mail-shot, as web content, or as | | | | Powerful case studies will help to build your company's |
| general marketing collateral. | | | | reputation by setting out the social proof and |
| When used in annual reports, they can bring a human | | | | achievements necessary to establish credibility. |