 |
- SEMICONDUCTOR
- ELECTRONICS ASSEMBLY
- MEDICAL DEVICES/EQUIPMENT
- PHOTONICS/OPTICS
- ALTERNATIVE ENERGY
- TELECOMMUNICATIONS
- SOFTWARE
- ADVANCED MATERIALS
- INDUSTRIAL MANUFACTURING
|
|
|
|
Make PR an Effective Marketing Tool For Your Technology
Most technology companies overlook the power of product releases (PR). First, they cost next to nothing to generate. You can do them with existing staff, as long as someone is in charge of getting them done. Second, you can fit them into any schedule. A good product release can be researched and written in a matter of hours, depending on complexity. And third, they’ll get published. Trade journals around the globe are hungry for information on new products. And, once you have a steady stream of PR underway, you also have the foundation of an extensive publicity program, including technical articles, industry awards entries, and seminar presentations.
Steps to a good product release:
- Get the facts. Interview the product engineer and understand everything about the product. Don’t be satisfied with industry jargon; describe the product and its functionality in clear, sequential phrases that anyone can understand.
- Prioritize the information. The first paragraph should summarize what’s new and how it benefits the customer. Sometimes the first paragraph is all that gets published, so it’s essential that it contain all pertinent information.
- Develop the story. The second and third paragraphs should contain more detailed information and descriptions of customer benefits. Get into software, controls, and handling that give the product its precision, reliability, or ease of use.
- Skip the quotes. Editors hate drummed-up quotes by company executives. Spend your efforts on developing useful content.
- Finish with company background information. A brief summary of the company and its technology helps the editor place the story in context.
- Don’t forget the photo. Publishing is a visual medium. Be sure to provide a photo or illustration with your product release. While this is not essential to getting selected for publication it is beneficial.
You’re not finished yet.
- Follow up. Periodically, contact editors either by phone or at industry events to be sure you are providing the information they need for their journal or portal. Don’t be a pest, but be sure you’re giving them what they need.
- “Merchandise” your PR. Find other uses for the information you developed for your product releases. If an editor is interested in more detail, expand a PR into a brief technology description or a longer technology article. For this, you’ll need more photography and illustration, perhaps customer data proving the effectiveness of your product. Look for industry events or awards programs that showcase your product. Using the same information you developed for the PR, re-format product descriptions to fit the specific submission requirements. Eventually, look for seminar/webinar opportunities where you can go into more detail on your technology and product.
|
 |
|
|
|
|
|
