When businesses in the software as a service (SaaS) market employ effective public relations strategies, they reap the benefits of increased brand awareness, media attention, and the ability to recruit their ideal long-term customers. However, businesses operating in the software as a service sector may not always have the luxury of collaborating with public relations (SaaS PR) experts and forming partnerships with agencies.

They need to come up with strategies that are more efficient financially in order to accomplish the same PR objectives. Because there are a number of tried-and-true PR methods that may bring these organisations closer to success, there is no reason for these businesses to attempt to reinvent the public relations sectoral philosophy, or its approaches, in order to achieve success with their own SaaS PR efforts.

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SaaS PR Information and Opinions

The majority of businesses operating in the software as a service (SaaS) sector have a large amount of data at their behest, whether it comes from the process of building a company’s solution or through simple user metrics and customer interoperability and service.

Journalists are sitting on a hitherto as-yet locked treasure trove with this information. Companies operating in the software as a service (SaaS) sector can make use of all of this data in order to give insights into their target market or to forecast industry trends, which can then be presented to appropriate sources or journalists.

When journalists utilise data in a pitch, it becomes a lot simpler for them to construct a narrative that is based on statistics, which many media consumers find endlessly fascinating. This is due to the fact that “tales” that are based on data have a tendency to perform significantly better in comparison to stories that do not have any data (or “proofing points”).

Readers will find the information much easier to browse and contextualise if it contains data, and they will be more likely to pay attention to it. It is far easier to communicate, and journalists have a simpler time producing follow-up pieces that incorporate new data.

Familiar Approaches to the SaaS Story

There are many businesses in the software as a service (SaaS) market that aren’t aware of the fact that they don’t necessarily need to provide completely fresh or unique material in order to attract the attention of the media.

When it comes to content marketing creation, there are occasions when repurposing tales that have previously been successful in the past may be just as effective as starting from zero. The only thing that companies need to do to make the narrative of the first story more applicable to their own situations is to modify it and add relevance to a modern theme which cuts through.

For instance, a SaaS provider may have published a story previously about an art and design agency client which had requested individuals from a variety of nations to Photoshop one of her photographs in accordance with their respective perceptions of what constitutes attractiveness in their own country based on tools provided by the SaaS platform, its tools, etc. Whilst the client may have been small, the potential societal relevance of the story, in the context of everyone being forced to chase an impossible beauty ideal on Instagram, would have had significant purchase in an era of eating disorders and undeclared sponsored content, false beautification, etc.

While the first post may have garnered millions of views, it could have been ultimately taken up by a number of other publications and spread like wildfire over the internet. A few years later, a company known for selling its own beauty products and branded items from large cosmetics makers could easily have made the decision to apply a concept quite similar to this one in its own marketing campaign. There you have a new SaaS client ready to onboard as a result of targeted media communication efforts.

The manufacturer (and now SaaS provider client) will have changed the presentation and focus of its story by titling it to the contextual angle of “Perceptions of Perfection,” which would then be picked up on by platforms such as Buzzfeed, along with hundreds of other publications and social media news sites.

Although the fundamental concept of the story remained the same – women’s appearance in different parts of the world – these two partners and collaborators would have changed the presentation and focus of its story to garner maximum attention and acclaim, the core tenets of exceptional PR.

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