We often talk on this blog about how PR isn’t what it once was. And frankly that very notion was the foundation of InkHouse. Just a couple of weeks ago, Beth talked about how your product launch isn’t your company’s watershed moment. We are direct and unequivocal in this feedback to our clients and prospects. Don't get me wrong—we understand that promoting your offerings is critical and selling product is why you hire an agency like ours in the first place. But we’ll never tell you we are going to garner tons of ongoing coverage for your product. With some exceptions in the consumer tech space, the days of tech product PR are basically over. Sure, we can work with you to deliver a great release and some strong initial placements when the product first debuts —but the articles and listings of new tech products that existed even just a year or two back are, for the most part, gone. So what now?
When it comes to PR, it is time to think less about product and more about your point of view (POV). Showing how and what you think is what will motivate your audiences to pay attention to you. Your POV should be as tight as your messaging—and once you create it, own it and infuse everything you do in PR with it.
To formulate a POV, you must have three critical elements:
Once you establish a POV you believe in, stick to it! Issue announcements, tie it to customer case studies, blog about it, create industry roundtables, pitch it as a panel, develop infographics and videos that convey it…then be patient. Chances are your company perspective won’t become well known until after you are sick of talking about it.