Whether you are a reseller, service provider, vendor, retailer or agent with a channel focus - in other words, any organisation partnering with another to market or sell their services, products or technologies, a thoughtful PR strategy will help you leverage partnerships and enhance your presence channel-wide to establish further connections with new partners and resources.
PR helps potential customers know they can scale up, expand into new markets and enhance their own business value via you as their channel partner
Raising the profile of your brand and securing media coverage is crucial for channel firms because of their unique market position. They are both a service business and also represent the product business for which they are selling. When carrying out media activity, without the right strategy, positioning and angle, your organisation can be overlooked by the press in favour of the company you are selling on behalf of, particularly if it is well-known. An effective PR will be able to tailor your PR plan so that it leverages your partnerships accordingly.
PR challenges for channel operators
Taking resellers as an example; while they are linked to major industry players, operating as a reseller means that the proprietary product that you sell is not your own to promote without some sign-off from the vendor and therefore, it may feel that media opportunities are not straightforward or are restricted. Furthermore, the marcomms plans of the vendor organisation may not be in alignment with yours.
While everyone may know the vendors you work with, it may be harder to raise awareness of your business, carve your own brand identity and communicate what sets you apart.
What we can do for you
As an experienced PR firm, we know how to navigate challenges and in the first instance find ways in which you can get your partner brands to endorse your company in their communications. We can also advise how to raise your profile through strategies including award entries, communicating your accreditations, and getting any relevant news across to key media outlets.
We can select the best media outlets for your business objectives as well as secure and draft editorial opportunities for major milestones including customer wins, expansion or a new service offering.
Sample media targets
Microscope, Channelweb (CRN UK), ChannelBiz, Technology Reseller, Channel Futures, Channel E2E, ChannelBuzz, Chanel Insider, European Reseller, Comms Dealer, Computer Reseller News, The ChannelPro Network and IT Europa.
Why Vitis PR
At Vitis PR, we have worked with various channel companies such as resellers and MSPs, and understand that the right PR expert will both understand your position in the market and can communicate your news with your key audiences. Here are some examples of channel clients that we have worked with: