Align your pr messaging with your customer's.
"If you want a customer to publicly reference for you," notes Morrison, "you need to understand what message their PR is trying to get out to the world about their company. And then ask, how might our message tie into theirs?" When she was CIO at Motorola, for example, the firm wanted to talk about things like mobility, devices, and public safety. So, if you're doing business with Motorola, how can you tie your messaging to theirs? "If my PR person comes into my office with you and you both say, 'Here's the message we think benefits our companies together,' then I see a win-win."