Getting the Tech News Out

NO RATINGS
View comments: newest first | oldest first | threaded
Page 1 of 2   Next >   Last >>
Ford Kanzler
User Rank
Blogger
Timing your news
Ford Kanzler   12/15/2012 12:08:14 PM
NO RATINGS

In addition to the obvious rerquirement of products and support materials being ready for prime time, announcement timing should take into consideration externialities such as: national holidays in key geographies where you're selling, major news events; political disruptions; likely competitive activity, including competitors' upcoming announcements, forecasted severe weather in key locales (Visualize attemptng a product intro during the week Hurricane Sandy hit) and important trade shows in your market. Announcing AT a trade show seems to have become a bad habit in the tech sector...Trade Show =s Put Out a News Release, or perhaps even several of them. The record with one client I had was 8! The result is a glut of news and non-news going into and during a trade event. Far better waiting until the noise level subsides if you want media attention. If you have several solid news items, space 'em out. Don't fire a broadside. Yes, timing is quite key.

prabhakar_deosthali
User Rank
Supply Network Guru
Timing is important
prabhakar_deosthali   12/14/2012 11:56:56 PM
NO RATINGS

In my opinion , for the tech news release , apart from the content, target audience etc, the timing of th release is very important.

The tech news should go out only when the company has completed the testing of the new tech feature into its products.

An early release of the tech news when the related product is raw will only serve the negative purpose of alerting the competition who will grab your market share before your product is out

Ford Kanzler
User Rank
Blogger
News =s What's worth paying attention to by your market
Ford Kanzler   12/14/2012 1:25:08 PM
NO RATINGS

For company information to be newsWORTHY, is must have value in the context of the marketplace and the interests of publications' target readers a.k.a. "your customers and prospects." That's one of the values journalists bring to publications. They edit out the junk, "my cat had kittens'" kinds of releases, which they recieve far too many of, and either publish or report on business information they know their readers want to receive.

Here's some links that may help understanding:

http://www.mediacollege.com/journalism/news/newsworthy.html

http://www.getthewordout.com.au/articles/whatnews.htm

http://uat.mediatrust.org/get-support/community-newswire-1/tips-and-faqs/what-makes-news

Thinking like the editor of the publications you wish to have your news covered by is a key step in determining whether the information you may have is news that will attract attention. If it doesn't clearly pass the newworthiness text, don't put it out as a news announcement. It MAY be worth including in a blog post, customer newsletter or other company-owned media channel. Just don't call it "news."

SP
User Rank
Supply Network Guru
Getting the Tech News Out
SP   12/14/2012 12:17:14 PM
NO RATINGS

Absolutely agree that dont just be a part of news brandwagon unless you stand out of crowd. Else you will loose your value and will be just part of the same old boring newspaper.

FLYINGSCOT
User Rank
Supply Network Guru
miss a trick
FLYINGSCOT   12/14/2012 7:35:56 AM
NO RATINGS

I wholeheartedly agree with your comment on companies needing seasoned PR pros.  Many companies overlook this and try to do it for themselves and that normally results in a non optimum situation.  Companies need to think smart and pay for the right talent when required.

nimantha.d
User Rank
Supply Network Guru
Re: Not doing PR? - Perhaps
nimantha.d   12/14/2012 6:05:25 AM
NO RATINGS

Its good to see tech news getting out. That means people are being updated regularly but the issue is that it does not happen in practical sessions. Dont know which party's fault it is but things are not happening  

Ford Kanzler
User Rank
Blogger
Not doing PR? - Perhaps
Ford Kanzler   12/12/2012 8:05:19 PM
NO RATINGS

I guess you're correct depending on your definition of "unnecessary people." Correctly targeted media reaches customers, prospects and others who may buy or not. If your product is for sale and your company already knows everyone in the world who will potentially buy your product or service, then perhaps publicity and getting the news out aren't required. However, that's not typically the case with most companies. "Educating them (customers) regarding a unique solution" is part of what "getting the news out" should help accomplish.

_hm
User Rank
Supply Network Guru
Specilaized product
_hm   12/12/2012 7:50:49 PM
NO RATINGS

Some niche market and specialized products do not like to have tech news out. They like to understand customer applications, educate them regarding unique solution and work with them. They may not like many unnecessary people knowing aobut their product.

 

Barbara Jorgensen
User Rank
Blogger
Re: Getting the news out
Barbara Jorgensen   12/12/2012 3:04:58 PM
NO RATINGS

Great question! I'll always take advantage of a one-on-one: I always learn something I can use. It is also valuable as an ice breaker for  the next time I want to call a company. It can be a win-win: an executive may be top of mind when a journalist is looking for feedback; or the journalist is more receptive the next time a company has a news item. We are all busy in this industry: if an executive or manager is willing to spend some time with me, I always try to accommodate.

Ford Kanzler
User Rank
Blogger
Re: Getting the news out
Ford Kanzler   12/12/2012 2:43:09 PM
NO RATINGS

To your point Barbara, just doing news releases may not be the best way of attracting journalists' attention. In fact, in some cases firing off yet another release may be the worst way. Standard packaging is likely to be missed. So, try a different approach. Dress it up! Use a different channel.

One channel I belleve isn't used as often, is the direct, one-on-one executive briefing, either in-person or by phone. If the news is significantly appropriate to a journalist and advance arrangements are made with consideration to news cycles and available time, I've found that talking (what a concept!) still works quite well. Having the story down with supporting information like an announcement, a brief PowerPoint and publishable images can still make an attractive package for media relations. The good news seems to be that many tech marketers either forgot this or aren't taking the time. What's your experience with this?

Page 1 of 2   Next >   Last >>


More Blogs from Savvy Tech Marketing
Part of good PR efforts is being a good client. Here are some behaviors that will get you fired by your own PR representative.
Wake-up call: Marketing isn't a leisurely walk in park, even if you are dominant in your market sector. There are competing brands in a hurry to grab your business.
You have to be on social media! At least, that's the current battle cry. But it's better to skip it altogether than do it wrong.
A technology marketing plan isn't a plan until it has management support, clearly defined agreements, and well-defined goals.
Too many electronics companies start with brand awareness, when the real secret to success is brand differentiation.

Datasheets.com Parts Search

185 million searchable parts
(please enter a part number or hit search to begin)
EBN Dialogue / LIVE CHAT
EBN Dialogue enables you to participate in live chats with notable leaders and luminaries. Open to the entire EBN community of electronics supply chain experts, these conversations see ideas shared, comments made, and questions asked and answered in real time. Listed below are upcoming and archived chats. Stay tuned and join in!
Upcoming Dialogues
REMIND ME
Live Chat 10/30: Top 10 Metrics That Enhance Procurement Performance
We'll be talking about the 10 most important procurement performance metrics, from the old standards to new and emerging best-practices.
10/30/2014
Remind Me
Live Chat 11/06: Enterprise Risks, Intellectual Property & Supply Chains
Enterprise risk management (ERM) frameworks can be useful to identify, assess, and manage intellectual property (IP) risks that arise in supply chain compliance. We'll look at real-world examples and strategies for mitigating those risks.
11/6/2014
Remind Me
Archived Dialogues
Live Chat 10/16: Applying a Macroeconomic Lens to the Supply Chain
EBN blogger Apek Mulay will be our guest as we talk about how macroeconomic reforms have the potential to impact the supply chain.
Live Chat 9/25: Minimizing Risk in the Global Supply Chain
Dave Bowen, CEO of e-sourcing firm MarketMaker4, will be our guest as we explore ways to minimize and manage geo-political and corporate risk in supply chain and sourcing through the use of technology.
Latest Poll
EBN Newswire
FORT WORTH, TX   10/24/2014
Allied Electronics Releases 2015 Catalogue
NEU ISENBURG, GERMANY   10/24/2014
Arrow Receives Its First Responsible Recycling ...
Twitter Feed
EBN Online Twitter Feed