The Importance Of Case Studies For Your PR Program
If you search for information on Case Studies on the Internet you will find quite an array of different types, from academic proofs of concept to legal case studies. For the purposes of Media Relations we will define it this way: “A short (500 word) description of the application of your product or service with an actual client”.
Case studies can be used as you would any company collateral, except that it is infinitely more powerful than your other documents. Whereas other documents are in your “voice”, a good case study is in the customer’s “voice”, which always has more credibility with media and other customers.
In fact many times when you send out a Press Release or conduct a Media Pitch the media will want a case study to learn more about how the client is using your product or service. They will also want to know if the customer is willing to be interviewed, so when you are gathering information on the case study make sure you have the express permission of the customer.
Finally, ensure that your case study solves a general business problem (makes money or saves money, saves time, etc.) and use a consistent format for your case studies. It makes them easier to grasp -and also easier to write.