Why Some Clients Won't Use One of the Best PR Tools

I frequently write case studies for my clients. We work together to illustrate how a recent service they provided brought value to an individual or organization. I use case studies to develop press releases, website content, sales kits, media kits, etc. However, some clients are hesitant to create case studies. Their reasoning can be understandable. Some have non-disclosure agreements, others fear their clients don't want the problem they fixed to be broadly known, and some are just humble and don't want to ask or "bother" one of their clients. Here's how I help them overcome these issues.

A non-disclosure agreement is certainly a valid concern. The client signed a document stating they won't divulge information about the company's trade secrets. However, case studies can be written in a broad manner in which specific names of companies are not listed. For example, instead of saying XYZ Engineering firm, the client could reference, "A mid-sized engineering firm located in the Southwest." Providing the actual name of the company would certainly provide greater credibility, but don't miss the opportunity to share your company's capabilities because of it. More than anything potential clients want to hear how you've helped other businesses like them.

There are many who can't freely tout the work they do by virtue of their industry. These people generally fix problems that their clientele don't want shared. For example, a security installation company would have a difficult time explaining the specifics of how it made an organization safer. The company could take a similar approach as previously mentioned. I've seen some case studies where the organization develops a fictitious name for the client. However, I think this is confusing, because a similar organization may come into existence in the near future. If you decide to go this direction make sure you note the client requested anonymity.

Finally, some people aren't comfortable with bothering their clients with something that might be considered trivial. However, most people, no matter what their title, enjoy the opportunity to help others. You can make it easy on your client by writing up a few paragraphs and asking for their approval. If they aren't comfortable with it then there is no harm done, however if they approve it, you've got a great study to share.