Webinar Highlights | Engaging Defence Media: How to make a mark as an SME
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Marjorie Censer, Editor of Defense News and Georgia Pickering, Managing Director of CMS Strategic, joined Danielle Redwood, Founder of Defence Engage in our latest industry webinar.
This session highlighted the opportunities SMEs and smaller suppliers have, despite having fewer marketing resources, whilst also discussing:
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How to elevate a communications plan and why it is so important to have
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Building relationships with journalists to get your company out there
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Making the most of an industry event and how to plan it right
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What kind of stories Defence media looks for
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Questions to ask yourself when releasing news and making announcements
Full video and transcript available on Defence Engage now!
Here is a sneak peak from this timely discussion, ahead of DSEI 2023.
Georgia Pickering, Managing Director of CMS Strategic
A communications plan is integral when trying to engage with industry or at an event. And that's for a number of very simple reasons:
- Firstly, gets the stakeholders of this activity on the same page, so you can map out your objectives.
- Helps you to define your audience.
- Aids developing the messaging and the narrative you want to create.
Marjorie Censer, Editor of Defense News
We need to tell a story so there needs to be news. If you want to show us something that's been on the market for a while, is there something new about it? Does it tie into the larger themes of the conference? There needs to be context.
Georgia Pickering, Managing Director of CMS Strategic
Our job is to work with both the exhibitors and the attending press to make sure that interesting news can be demonstrated at the show, so they get the attention they need and deserve. When exhibiting at events, see if there's a dedicated public relations team and work with them.
Marjorie Censer, Editor of Defense News
We're looking for trends. We are not there to promote an individual company or any group of companies. We are there to find stories and we're looking for themes or narratives. If suddenly there are 10 companies talking about their AI capabilities, where that wasn't happening five years ago, that’s interesting and maybe we should talk to a couple of these companies and see how they made acquisitions or new investments in this area.