The Case for Case Studies

This article from Entrepreneur.com makes a case for case studies, contending that using a third party to illustrate your point can bring you the kind of publicity you want.

The article says: Each time one of your customers benefits from your product or service, you have the potential for a case study. A case study makes your business into a personal story, a living example of what your company can do to help others.

Our thoughts: This is absolutely correct. People may not tune in long enough to pay attention to statistics, and they may not buy into slogans. However, a satisfied customer's testimonial about your company's products or services personalizes your message and enables you to communicate it in a tangible, meaningful way that resonates with your audience.

The article says: From the media's perspective, this "proof of concept" is often the key factor in deciding whether to include your company in an article. In a reporter's eyes, case studies give context to a story, providing concrete examples of how a business or product improves costs, productivity or efficiency.

Our thoughts: This is also true. I have heard from numerous reporters that they are looking for "people" stories. The ability to connect a reporter with a real person whose experiences are relevant to your potential story make your story meaningful and increase its newsworthiness.

Click here to read the full article.