@Mark, targetting is really important. You need to be able to tell the editor why their readers care about that particular news. The reality is that with the deluge of email that most editors get, they don't have time to take several minutes to figure out if a release is relevent to them.
Yes. It is important to send your press releases to the right editor and reporter. You need to make sure you are sending them important informaiton - news that they can use. They get deluged by hundreds if not thousands of stupid press releases that are not NEWS and also have nothing to do with their beats.
That is one of the problems with the press release platrforms - they mass mail press releases to everyone - regardless of what their specific interests are. There is little or no quality control. They mass mail news that is not news -
Establishing a personal relationship with the editors that actually write about and care about your space - and then following up - is still the best way to get positive publicity for your company's products and/or services.
To underline what mark says, the PR release services are useful up to a point--when an editor or journalist is actively searching for a topic. I'd also say that most journalists are more intrigued by a story that hasn't been sent out to the whole world--and has graphics to go with it and a spokesperson who is actually available to speak in a timely manner.
It is also important to use and leverage your PR successes as a way to motivate sales. Post a summary of press successes on your web site. Tweet them out. Brag about them in your newsletters. Make copies for your sales teams to use as marketing collateral. It may sound obvious but make sure everyone in your company knows about the PR successes - especially everyone in Marcom and Sales as well as upper level management.
Yes to startup, sometimes it's important to have good PR. Once you are able to maintain strong relationship with reporters, it will require little skills to convince customers' to buy your product. For the long-term benefits, your technology should contain all the features in real which are mentioned in the advertisement.
I am not aware of any PR platform that really works effectively. Yes, there are many programs that can send out press releases and news to editors and social networks, but most editors are overwhelmed with these kinds of pitches and do not pay much attention. The most effective way of getting traction with technology editors is by contacting them directly. Crafting a pitch that is of interest to them and establishing relationships. It is not difficult but it does take time and perserverance.
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