“Technology Company Sells Technology to Other Technology Company”
While somewhat apocryphal, technology companies have issued press releases that could essentially be summarized by this most generic of headlines. The next time you suggest a press release topic to your agency, think about this—does anyone care? Do you care, or are you doing this because it’s always been done this way? The main takeaway from today’s piece:
Admittedly, the press release has gotten a bad rap lately, even on this blog. And while some of the backlash is deserved, it’s unfair to blame the entire medium. Since it’s a tool, the fault lies in the hands of those wielding it (similar to how the fault in my golf game lies with me, not my clubs).
There are times when a release is valuable for technology companies. We’ve developed this checklist to help you consider what’s “release worthy” and to eliminate headlines like the one above. (Please note this checklist is optimized for private companies; public companies have to play by the rules of Reg FD along with other disclosure and compliance regulations).
If you were able to check any of the boxes above, odds are you a have an event worthy of a press release. A few words of advice: STICK TO THE FACTS, and concentrate on emotional drivers and benefits, not speeds and feeds.
The media wants facts that they can easily turn into on-point, consumable stories for their readers. Take a look at your press release pipeline, apply the checklist above—and cut the less important pieces from your announcement schedule.
Whether it’s big data, mobile, application development, analytics, virtualization, data science, artificial intelligence or cloud, Senior Vice President Keith Giannini is dedicated to helping clients distill complex enterprise technologies into consumable story lines and thought leadership campaigns that resonate with key opinion leaders to move the business needle.