Ask The Expert

The only way to overcome negative PR is to generate positive PR both internally and externally. First, offer the product to a few customers at no cost for a period of time and throw resources at them as necessary to make them successful. In return, ask them for permission to use their case studies in your marketing and PR initiatives. Once they begin to experience success and you have the positive sound bytes, publish them internally to create positive momentum. Then take the message externally in case studies, webinars, white papers and articles in trade publications. Any opportunity the customers take to speak on your behalf is an additional bonus.