A Look at The Channel - Leveraging Partners as Brand Advocates via the PR Program

Jul 08, 2020 Jill Creelman

Channel-focused communication has long been a part of strategic PR programs. The channel is often a very important audience to our clients -- especially in the security industry -- and it requires niche expertise and a thoughtful focus on relationship-building. The pandemic has accelerated some of these needs, especially as it relates to the authentic and empathetic approach of listening to your community and having mutually beneficial offerings. 

Watch the video below to hear Larissa Crandall, vice president of worldwide channel sales & alliances at Gigamon, and InkHouse client talk about how her role has shifted in the past three months with her channel community and how she’s prepared to go forward. 

As Larissa mentions in the video, listening to your audiences and giving them the solutions they need for their specific situation is more important than ever. In fact, we recently surveyed security marketers about the way they’ve had to alter the tone of their marketing messages amid COVID-19, with 86% of respondents taking on a more empathetic tone in marketing communications. Additionally, security marketers adapted their tone to be more direct (29%) and philanthropic (29%), while others expressed a greater sense of urgency (24%) in their marketing effort, and we expect this to continue throughout the year.

ICYMI, InkHouse was recently named a Top Channel PR Firms by Forrester

Thanks again to Larissa for sharing her insights and tips about engaging the PR team as a part of her channel efforts and strategy on behalf of Gigamon.

If you haven’t already, subscribe to our newsletter for the latest trends around media relations, social media, and content marketing. If you’re interested in working with us or learning more about our security practice, reach out at workwithus@inkhouse.com

Topics: Security, Clients, COVID-19, channel partners
Jill Creelman

Jill is a vice president, based in Sacramento, Calif. With nearly nine years of agency experience, Jill is passionate about telling creative stories and moving the needle for fast-growing startups. She co-leads the security practice at Inkhouse and has taken companies through major financial milestones, from launching out of stealth and early financing rounds to IPOs and acquisitions. She helps spearhead the international partnership program at Inkhouse across EMEA and APJ for clients looking to expand efforts worldwide.

Read more from Jill Creelman

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