Case studies and whitepapers have become a norm in the field of Public Relations and Marketing. They are a great way to share and demonstrate a company’s knowledge. For this reason, it is advisable for organisations in other industries to adapt them in their communications as well.
Public Relations, Marketing and other Communications agencies have the benefit of already being adept in presenting information. This is their work after all. Businesses in other industries usually lack the necessary skills. However, a professional PR agency can help them overcome these obstacles.
Why Publish Case Studies?
The answer is obvious: to display Knowledge, and thus to earn Credibility. A case study, showcasing real achievements can be much more convincing to potential clients than a regular advertisement or pitch. To put things simply, it is a form of humble bragging for companies. However, this is basically necessary in Business-to-Business communications, where credentials and references matter.
Show your partners what services and results can they expect from you. Explain them how you do work, what are the steps of your operation. A case study, especially when it is digital, can do all these, in addition to presenting a wealth of information and data. The last part is what separates a case study from an ordinary pitch. Case studies can only reach their full potential if they present enough facts and proofs.
How to Create a Case Study?
For a company that has nothing to do with Public Relations, case studies can be a hit or a miss. Well, usually a miss. What makes a case study great, is not only data, but presentation. The last part is what makes it interesting. Again, think of it like a pitch, do not just present information, tell a story!
If a company takes the surest approach and employs an agency, there are some best practices to follow.
- First of all, management has to decide exactly which project they want to showcase. For example, if the given case study is for reputation building, then they should chose ones with more social impact, and so on. As always, the target audience matters in this scenario as well!
- Secondly, they have to gather all information about it, and pinpoint the most important ones. At this point they should also share their visual brand guide if there is one. If not, this is a great opportunity to create one!
- Thirdly, it is advisable to have someone on the team that cooperates with the agency throughout the process. Having someone available at all times to help with explanations is extremely beneficial.
And finally, they should incorporate the distribution of the case study into their operations.