As I mentioned in my previous Hotlink articles, case studies are a valuable addition to your public relations' arsenal. They not only explain the success of your product or service in action, they also tend to have high editorial acceptance and readership rates. After all, everyone loves a good story.

Many practitioners, however, make the mistake of using case studies only within the public relations channel, and not broadening their focus to include sales, advertising and marketing. The fact is case studies are highly versatile. They can benefit your company at multiple points along the communications spectrum.

Here are just some ways to leverage the benefits of a case study:

1. Use it in a press release. A case study can quickly be abridged and reformatted into a press release. Be sure to note that a longer case study version is available.

2. Mail or E-mail it to prospects and customers. This is a terrific way to keep in touch, raise awareness about a new product or service, and even convert prospects into customers.

3. Give it to sales staff. Sales people love case studies. They use them in presentations, to illustrate key points, and as testimonials. A case study is often more convincing than a brochure.

4. As a speaking topic. If your executives speak at industry meetings and conferences, a case study makes an excellent presentation. The content can easily be converted into PowerPoint™ slides. The printed case study itself can be used as a handout.

5. In lead-generation programs. A case study can make a terrific "free giveaway" in an ad, e-mail, direct mailer and on a website. In direct marketing, we call this strategy an information premium. It's a proven lead-generator.

6. For testimonials. Testimonials help make benefits believable. The quotes you gleaned from happy customers for the case study can also be used - with permission of course - in ads, brochures, websites and more.

7. As a trade show handout. Case studies are a great way to break through the clutter of flyers and brochures that permeate trade shows. One of my clients even had a case study enlarged and printed on a trade show exhibit wall!

Case studies take a lot of work to plan and prepare but are well worth the effort. If you leverage them throughout sales, marketing and PR, the return on investment multiples fast.

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Steve Slaunwhite speaks, writes and consults on the strategic use of copywriting in marketing communications. He can be reached at www.steveslaunwhite.com.

See also:
How Media Relations Helps the Marketing Plan
7 Ways to Get More Mileage from a Case Study
Public Relations Strategy a Valuable Fundraising Tool
Writing a Successful Case Study
Getting Ink for Your New Product
Managing the Media
3 Keys to Keeping Your Marketing and PR Writing on Strategy