A few years ago, the product announcement was a staple of any tech PR program. Every couple of months, sometimes even weeks, teams would receive details on the latest version of a product, a press release would be drafted highlighting the newest features and capabilities, and a few days later, coverage in all the major tech outlets would appear.
Today, that type of coverage for a B2B tech company is almost nonexistent, and that shouldn’t come as a surprise. The media landscape differs drastically than the one of five to ten years ago, with shorter news cycles, shrinking budgets, reductions in headcount, and the fact that there has been a general erosion of trust in the media since the 2016 Presidential election.
But to any skeptics who believe product coverage has to stay in the past, I’m here to prove you wrong.
For starters, instead of focusing on product features and functionality, think bigger and broader. Identify the impact the product will have on customers, partners and competitors. As we recently learned, stories that fail to demonstrate impact won’t get the attention they may otherwise deserve.
To identify impact, consider asking yourself these four questions:
At the end of the day, turn your focus away from what a product does and think about what problem it solves. Tie your product news to a larger trend or issue in your particular industry, and if you can, get the support of a customer or partner who can help paint a real world example of how a product saved the day.