Category: Blog

Like many seasoned marketing executives, you may have been taught that a news release without the five Ws—who, what, when, where, and why—isn’t really news. I still hear comments like, “We have nothing to announce. No new products, customers, or partnerships, so we can’t issue a press release.”

That thinking is outdated.

How to Pack a Punch without Hard News

The role of the news release has evolved dramatically. It is no longer written solely for journalists. Today’s releases are distributed directly to customers, prospects, analysts, partners, investors, employees, search engines, and AI-powered discovery platforms.

When you don’t have hard news, consider issuing a perspective release (also known as a feature release).

Like a feature story in a business publication, a perspective release connects your company, product, service, or vision to an industry trend, emerging challenge, or market opportunity. Instead of announcing an event, it explains why an issue matters and where your company fits into the bigger picture.

The result is a compelling story that showcases your expertise while taking advantage of the credibility and reach of the news release format.

5 Rules for Creating Effective Perspective Releases

1. Be Credible – Just because you don’t have hard news doesn’t mean you should manufacture it. Avoid hype, unsupported claims, and exaggerated predictions. Your credibility is your most valuable asset, and perspective releases should strengthen it – not undermine it.

2. Start with the Market – Step outside your company and look at what’s happening in the industry. What trends are reshaping your customers’ businesses? Where is technology creating new opportunities or new challenges? What are analysts discussing? What problems are customers trying to solve?

Once you understand the broader landscape, position your company within it. That’s where compelling stories begin.

3. Have a Purpose – Every perspective release should support a business objective.

Are you preparing the market for an upcoming product launch? Trying to establish thought leadership in a new category? Looking to expand your relevance into adjacent markets? Or helping customers understand a problem they may not realize you solve?

A perspective release helps connect those dots before someone else does.

4. Make It Visual – Strong stories are visual. Include diagrams, infographics, photos, charts, or video whenever possible. Readers scan headlines, images, and captions before reading the copy, so give them something that immediately reinforces your message.

5. Tell a Story – Don’t simply present facts. Build a story around a challenge, explain what’s at stake, and show how innovation changes the outcome.

For example:

• Cyberattacks grow more sophisticated … AI helps detect and stop threats sooner.
• Technology costs spiral out of control … automation delivers visibility and action.
• AI workloads overwhelm existing infrastructure … new architectures deliver faster, more efficient inference.
• Data centers strain the power grid … smarter infrastructure improves efficiency.
• Manufacturers struggle to fill skilled jobs … AI and automation boost productivity.
• Healthcare data becomes harder to manage … intelligent platforms improve patient outcomes.
• Supply chains face constant disruption … real-time intelligence keeps operations moving.

You get the idea.

The Bottom Line – Perspective Releases Deliver

Perspective releases give you the opportunity to tell your story on your terms while demonstrating expertise on issues that matter to your audience.

They’re equally valuable to journalists. Rather than simply announcing news, they show where your company stands on important trends, emerging technologies, and industry challenges. They position your executives as knowledgeable sources and become useful background material for reporters, analysts, customers, and AI search engines alike.

Don’t wait until you have a product launch or acquisition to communicate. Some of the most effective PR programs build visibility between major announcements. Perspective releases are one of the best ways to keep your company relevant, credible, and part of the conversations shaping your industry.

Today’s press kits are entirely digital and that’s exactly how journalists prefer them. Whether hosted on your website, in a dedicated media center, or shared through a secure Dropbox or Google Drive folder, a well-organized press kit gives reporters immediate access to everything they need, whenever they need it.

This matters more than ever. Journalists are under constant deadline pressure. They are evaluating dozens of potential stories, often simultaneously. Even a strong story can lose momentum if supporting materials are difficult to find, incomplete, or slow to arrive.

A great press kit removes friction. It allows reporters to work independently, quickly verify details, and confidently move your story forward. In many cases, the quality of your supporting materials can be the difference between coverage won and coverage lost.

A slightly less compelling story with exceptional supporting assets will often outperform a stronger angle that requires extra effort from the journalist. Convenience matters when deadlines loom.

Press Kit Essentials

Your press kit should be comprehensive, current, and easy to navigate. Here are some of the key materials to consider including. The goal is to build a press kit that supports the news at hand while giving reporters the information they need to tailor their stories to their publication’s audience.

• Fact Sheet – Company Overview – A concise description of your company, mission, market, and differentiation.
• Press Release – Your latest announcement, formatted for both reading and downloading.
• Executive Bios and Headshots – Professional biographies, leadership backgrounds, and high-resolution images.
• Product Information – Fact sheets, specifications, feature summaries, and key differentiators.
• Customer Success Stories – Case studies, testimonials, and measurable business outcomes.
• High-Resolution Images and Logos – Product photography, executive photos, logos, and brand assets.
• Market Data and Research – Relevant statistics, survey findings, industry reports, and supporting evidence.
• Analyst Recognition and Awards – Listing of analyst evaluations, market rankings, research citations, and industry awards.
• Technical Resources – White papers, architecture diagrams, product documentation, or demonstration materials.
• Video Assets – Product demos, executive interviews, customer testimonials, and b-roll footage.
• Media Contact Information – Direct contact details for your PR lead or communications team.

Organization Matters

Structure your press kit so journalists can find what they need in seconds, not minutes. Use clear folder names, logical categories, and descriptive file titles. Avoid making reporters hunt for basic assets.

Keep It Current

An outdated press kit can undermine credibility. Review and refresh materials regularly to ensure leadership changes, product updates, customer wins, and financial milestones are accurately reflected.

Nothing says “not ready for coverage” quite like a press kit linking to a “recent” report from 2022.

Make the Journalist’s Job Easy

The easier you make it for reporters to tell your story, the more likely they are to tell it.

A great press kit supports media coverage and accelerates it. In a competitive news cycle, speed and accessibility can become a decisive advantage.

Absolutely.

Live events create some of the best social media opportunities you’ll ever have, but only if you capture them well. In a fast-moving feed, strong visuals stop the scroll. Sharp, authentic photos instantly communicate energy, credibility, and market momentum.

Think about it: a great booth shot packed with visitors, an executive speaking on stage, or a candid customer conversation tells a far more compelling story than any caption alone. These images prove your company is active, relevant, and engaging the market.

And remember, it is called social media for a reason. People want to see people.

Focus on genuine interactions not empty booths or static signage.

A crowded booth always tells a better story than a pristine one. A few must-have shots include:

• Customer conversations
• Executive moments
• Product demonstrations
• Team candids
• Wide crowd shots that convey scale

The best event photos feel natural, not staged. Authenticity consistently outperforms perfection.

One final tip: assign someone specifically to photography. When everyone is responsible, no one is.

Events may only last a few days, but great photos keep the momentum going long after the show floor closes.

The Proven Framework for Earning Credible Coverage and Building Market Authority

Landing meaningful media coverage can feel elusive, especially in today’s crowded news environment. But whether you’re an early-stage startup or an established enterprise, the fundamentals are the same: you need a story that matters, a clear point of view, and a smart approach to getting it in front of the right editors.

Start With a Story Worth Telling

Every successful media campaign begins with a simple question: Why should anyone care?

Perhaps you’ve launched a product that solves an urgent market problem. Maybe you’ve raised capital to accelerate growth, completed an acquisition, appointed a transformative executive, or unveiled a bold new strategic direction. These are all potential media opportunities, but only if they matter beyond your own walls.

News can take many forms, but not every announcement is inherently newsworthy. The key to a company announcement becoming a media story is when it connects to a larger market trend, customer challenge, or industry shift.

Great Stories Need Tension

The best media stories share the same elements as great novels.

There is friction. There are stakes. There are winners and losers. Most importantly, there is a hero stepping forward with a solution, a perspective, or a breakthrough.

Journalists are naturally drawn to conflict, change, and momentum. Your role is to clearly articulate the problem, explain why it matters now, and demonstrate how your company fits into the narrative.

News Is Only One Type of Story

Not every media opportunity has to revolve around hard news.

Instructional stories that offer practical advice, trend analysis, or actionable insights often resonate strongly with both journalists and their audiences. Contrarian viewpoints can be equally powerful, especially when they challenge conventional wisdom or introduce a new way of thinking about a familiar issue.

The strongest brands consistently contribute ideas, not just news.

Define What You Want to Achieve

Before going further, it’s worth defining what we mean by “story.” In public relations, a story is any message, idea, announcement, or perspective you want to amplify through credible third-party channels. Media coverage lends authority in a way that owned content simply cannot. It validates your message and extends your reach.

That third-party validation is what makes earned media so powerful.

Substance Wins Every Time

Of course, even the strongest story can fall flat without the right framing. Facts matter. Data matters. Customer examples matter. Independent voices matter. Journalists are looking for substance, not marketing copy. The more evidence you provide, the easier you make their job, and the better your chances of earning coverage.

Choose the Right Distribution Strategy

How you share your story is just as important as the story itself.

When to Use a Newswire

For major announcements, such as funding rounds, acquisitions, executive appointments, significant partnerships, or product launches, a press release distributed through a leading wire service such as GlobeNewswire, Business Wire, or PR Newswire is essential.

A wire release establishes an official record, broadens visibility, and creates a launch point for broader outreach.

When to Pitch Directly

For more nuanced stories, direct pitching is almost always the better route. Thought leadership, customer success stories, trend commentary, and industry analysis are best shared through personalized outreach to carefully selected journalists, editors, and analysts. A tailored pitch demonstrates that you understand the publication, the reporter’s beat, and the audience they serve.

Lead With Market Relevance, Not Product Promotion

One of the biggest mistakes companies make is leading with themselves.

Reporters are not looking for promotional language or isolated product pitches. They are looking for relevance, insight, and impact. Your job is to connect your expertise to a broader conversation already shaping the market.

That does not mean your products should be excluded. Strong products can strengthen a story by serving as real-world proof points that demonstrate how your company is responding to meaningful industry challenges, shifts, or opportunities. The key is to position the product as evidence within a larger narrative, not the narrative itself.

Timing Can Make or Break Coverage

A strong story delivered at the wrong moment may go nowhere.

The best media opportunities often align with industry shifts, regulatory changes, breaking news, or emerging customer challenges. Relevance is often the deciding factor between being ignored and being covered.

A good story at the right moment can outperform a great story at the wrong time.

Build Relationships Before You Need Them

Finally, remember that media relations is a long game. The most successful companies don’t just pitch when they have news. They consistently contribute ideas, insights, and expertise. They become trusted sources. Over time, this builds the kind of relationships that turn one-off placements into ongoing visibility.

Bottom line, media relations is not a one-time transaction.

Coverage Is Earned, Not Given

There is no magic formula, but there is a proven process.

Develop a compelling story. Support it with evidence. Deliver it strategically. Build genuine relationships.

Do these things consistently, and media coverage becomes far less unpredictable and far more valuable.

There’s no denying it: AI is amazing. It can churn out copy in seconds. Analyze data at lightning speed. Even suggest campaign ideas.

Is there anything AI can’t do?

The answer is a resounding yes. AI can’t build trust. It can’t earn you credibility. It can’t shape perception. It can’t build trust with your target audiences or those they turn to for guidance.

Why PR Still Matters

That’s where PR comes in. PR doesn’t just get you seen, it gets you believed. And belief doesn’t come from algorithms. It comes from people who understand the terrain.

PR professionals know how to navigate the cultural nuance of your market so your message feels relevant, not tone-deaf. They can anticipate emotional reactions: what will resonate, and what might backfire. They know how to build lasting relationships with journalists and influencers who give your story credibility. They can take scattered ideas and shape them into a compelling brand narrative that actually sticks. And perhaps most importantly, they help you earn trust through credible, consistent exposure over time.

These same human skills are also necessary for Generative Engine Optimization (GEO) – the practice of refining prompts, content, and workflows for AI generative engines to maximize output quality. Think SEO, but for AI instead of search engines.

 Your Brand in the Age of AI: Visibility Starts with GEO

Why should you be thinking about GEO? Because generative AI doesn’t invent credibility, it pulls from it. The engines amplify the voices, coverage, and narratives already established across trusted sources. This means that the stronger your PR strategy, the stronger your presence will be in AI-powered answers.

That’s the work AI can’t do. And it’s the work that makes the difference between a brand people notice and a brand people believe. Strong brands look good and they connect with people.

Your brand is:

• Who you are.
• What you stand for.
• Who you serve.
• Why you matter.

AI Can Support Your Marketing, But It Can’t Be Your Strategy

So, with all of that being said, you can use AI to create marketing assets. You can generate social media content, email campaigns, or even visuals and videos. You can automate repetitive tasks and analyze trends. But if you want a brand that sticks in people’s minds, one that builds trust, earns credibility, and inspires loyalty, you need human-led PR. PR professionals bring context, strategy, and real-world relationships that no algorithm can replicate.

Many high-potential companies—especially in B2B tech—reach a moment where their product is mature, their sales team is ready, and their offering is strong. And yet, a frustrating question lingers: Why doesn’t our ideal customer know who we are?

It’s not always a sales problem. It’s often a visibility problem—and that’s where strategic PR and communications come in.

1. You’re not showing up where your audience is looking

You might be building something brilliant, but if your buyers aren’t seeing or hearing about you in the places they trust, you’re invisible.

In B2B, that means:

• Industry media where decision-makers turn for insight
• LinkedIn and other professional networks where thought leadership builds trust
• Search results and analyst reports that shape vendor shortlists

If your brand isn’t appearing in these spaces, even the best sales outreach feels cold and unfamiliar.

2. Your message doesn’t stick—or doesn’t land

Another common challenge: you’re talking, but it’s not resonating. Maybe your messaging is too technical, too feature-heavy, or simply too inward-facing. The result? Your audience tunes out.

What’s needed is a shift from what you do to why it matters. Strategic PR helps companies craft narratives that connect emotionally and intellectually—turning messaging into something memorable.

3. You’re not using your biggest asset: your team

People trust people more than brands. Yet many companies underuse one of their most powerful visibility tools: their own team.

When leaders and subject matter experts consistently show up online—sharing insights, commenting on trends, telling stories—they build credibility and create surface area for the brand. PR isn’t just about press; it’s about turning your people into magnets.

4. You’ve focused on bottom-funnel marketing—and skipped the rest

Performance marketing can be great at capturing demand. But what if there isn’t enough demand yet?

Buyers can’t search for you if they don’t know you exist. A well-rounded PR strategy builds awareness and preference earlier in the buying journey—so when the need arises, your brand is already on their radar.

5. You’re relying too much on the product to speak for itself

“We’ll grow by word of mouth” works—eventually. But it’s slow. In fast-moving markets, reputation doesn’t build itself. It needs a nudge.

PR amplifies early traction. It gives third-party credibility, helps shape perception, and speeds up how fast buyers move from Who? to Let’s talk.

The Fix: Build a Visibility Engine

To get known by the right audience, you need more than a great product. You need a consistent, intentional presence in the places and channels your buyers trust. That’s what strategic PR does.

Whether it’s:

• Landing earned media in the outlets your customers read
• Placing thought leadership that shapes category conversations
• Activating your execs as credible voices online
• Or building a LinkedIn strategy that grows brand awareness organically

…the goal is the same: make sure your ideal customer hears about you before your sales team emails them. If you’re asking, “Why don’t our target customers know who we are?” — it’s time to invest in visibility. Not just noise, but narrative. Not just reach, but resonance.

In today’s economy, visibility matters more than ever. When customers go searching for solutions, you need to be in the conversation. But tighter budgets mean more competition—and being overlooked is not an option.

At the same time, you’re facing your own budget pressures. Funding a full-scale PR and marketing program may not be feasible right now. So how do you stay in the game and win more business?

That’s the challenge we see again and again this year:
You can’t afford not to build your brand—yet a full-on investment isn’t realistic.

The solution?

Targeted, high-impact OnPoint Projects that fill the gaps, drive results, and keep momentum strong.

At Lages, we specialize in agile PR and communications programs for B2B tech companies. Our decades of experience mean we understand the tech ecosystem—how to tell your story, get it in front of the right people, and deliver measurable traction.

Whether it’s media relations, content development, brand messaging, or analyst outreach—we deliver exactly what you need, when you need it, in a format that fits your budget.

Yes, we love long-term partnerships—and we have plenty—but we’re equally committed to helping growing tech companies make their mark when ongoing programs aren’t in the cards (yet).

Ready to make some waves?

Let’s build a project that fits your goals and budget.

Customized OnPoint Projects

Need a compelling story for a product launch? Building visibility in a new market? Want to make the most of a recent funding round? We’ll design a focused PR and Comms program tailored to your next move.

Think of Lages as your on-demand PR team—ready when you are.

Examples of OnPoint Projects:

• New product launch visibility
• Brand awareness for new market entry
• Funding announcement strategy and execution
• Thought leadership development
• Media and analyst relations
• Tradeshow campaigns
• Social media programs
• Share of Voice benchmarking

Packaged & Ready to Roll:

We’ve bundled two popular services to make it even easier to get started:

Tradeshow Booster Project

Maximize your presence at upcoming events with pre-show buzz, on-site support, and post-show follow-through. Click here.

Share of Voice Assessment & Report

Know where you stand vs. competitors and identify the messaging opportunities to sharpen your edge. Click here.

Let’s talk about what you need right now—and how we can help you get there.

Contact Beverly Lages at 949-453-8080
Or email beverly@lages.com

Prefer online? Fill out our quick contact form and we’ll get back to you shortly.

Headed to a major industry tradeshow or speaking at a conference?

Make your presence count — before, during, and after the event.

Tradeshows are a big investment of time, budget, and internal resources. But when executed strategically, they can deliver real brand visibility and new business opportunities. The key? A communications plan that amplifies your presence and drives engagement.

That’s where our Tradeshow Booster Package comes in.

We help you build buzz, generate leads, and extend the impact of your event participation — with a curated set of digital assets and expert PR support.

What’s Included

• Custom social media posts tailored for your channels (LinkedIn, X, etc.)
• Email marketing program with a pre-show email series crafted for your target audience
• Promo banner for use in your email signature, website, or pre-show advertising

Optional Add-Ons for Even Greater Impact

• Media Landscape Assessment – Know who’s covering the event and how to get featured
• Proactive Media Outreach – We pitch your story, new product, or announcement to key reporters and influencers
• Press Release Development & Distribution – From writing to pitching to targeted outreach
• News Wire Services – Use your own or tap into our discounted wire service with complimentary visuals (photos, graphics, etc.)

Running Out of Time?

Is the show coming up fast? No worries.

We’re remarkably skilled at delivering impact on a tight timeline. With strong media relationships and streamlined workflows, we move quickly — and effectively — to help you fight the clock and still show up strong.

Make This Tradeshow One to Remember

Let’s make sure your brand shows up — and stands out.

Contact Beverly Lages at 949-453-8080
Or email beverly@lages.com

The first step is a short discovery call to learn about your company and the event you’re attending. Then we’ll deliver a customized proposal with scope and pricing for your Tradeshow Booster Package.

Prefer online? Fill out our quick contact form and we’ll get back to you shortly.

Do you know where your brand stands in the market conversation?

If not, you’re not alone — and we’re here to fix that.

In today’s hyper-competitive B2B tech landscape, visibility is everything. To break through the noise, you need to sharpen your message and show up in the right places. That starts with understanding where your competitors are getting traction — and where you may be missing out.

Smart marketers aren’t just spending — they’re optimizing.

Wasted time and budget on low-impact media? That’s a luxury no one can afford. The key is benchmarking your brand against the competition, so you can align your PR and content strategy with what’s working right now in your space.

That’s where our Share of Voice (SoV) PR Package comes in.
We give you a clear, data-driven view of how your brand stacks up — and where the opportunities lie.

What You’ll Learn

• Who’s winning mindshare in your market
• Which topics, outlets, and tactics are driving real visibility
• How your brand’s performance compares over time — and what to do next

What’s Included

• Share of Voice analysis for your brand and three key competitors
• Coverage of the last 6 months of media activity
• Full report with packaged insights
• Actionable recommendations to strengthen your positioning

Ready to Gain an Edge?

Take the guesswork out of your PR strategy.

Know where you stand — and how to climb higher.

Contact Beverly Lages at 949-453-8080
Or email beverly@lages.com

The first step is a brief discovery call to learn about your company and competitors. Then we’ll deliver a tailored proposal outlining scope and pricing for your custom SoV report.

If you prefer, click here for a Contact Form — fill it out and we will get back to you in short order.

In a noisy tech landscape, innovation alone isn’t enough. The winners will be the ones who speak with authority, shape perception, and turn trust into traction.

If there’s a defining theme for 2025, it’s this: the times, they are a-changing. From the AI boom and VC slowdown to rising tech regulation and geopolitical tension, today’s environment calls for thoughtful, strategic action from tech companies.

Success now hinges on your ability to clearly communicate your vision, the problem you solve, and why you’re uniquely equipped to lead. Innovation might get you in the room—but it’s your story that earns attention, trust, and ultimately, traction.

Addressing Key Forces Reshaping the Business Landscape

Every company has a narrative, a unique selling proposition, and core brand differentiators. But in today’s shifting landscape, you need to layer your communications with awareness of four key trends influencing how your story lands:

1. The AI Boom—and Backlash

There’s no question: AI is here to stay. But so is the noise. From endless product launches and corporate posturing to evangelists and skeptics, the AI conversation is relentless. To stand out, you need to decide: Where do you fit? How does your company’s innovation contribute meaningfully? How do you address AI-related fears? And how can you step up as a credible thought leader?

2. The VC Slowdown

Access to capital is critical, especially for startups. Today’s venture climate is cautious—investors are prioritizing sustainability and responsibility. This makes your narrative more important than ever. You need to clearly articulate your “why,” connect your value to market demand, and show your vision with conviction and clarity.

3. Rising Tech Regulation

From data privacy to cybersecurity, content moderation, and AI ethics, regulatory scrutiny is intensifying. While innovation is often the hero in tech messaging, your positioning must now also show where you stand on compliance and ethical innovation. Proactive, transparent messaging signals that you’re ahead of the curve—not playing catch-up.

4. Geopolitical Tensions

Global uncertainty is impacting supply chains, partnerships, and buyer confidence. For tech companies, acknowledging this reality and communicating how you navigate it is essential. Resilience, adaptability, and strategic foresight are the traits that instill trust and position your brand as one built for the long haul.

Addressing Core Essentials with PR

Once you’ve mapped the key trends—AI acceleration, tighter VC funding, rising global pressures—it’s time to get focused. Smart PR cuts through the noise and delivers bold, confident storytelling.

From here, zero in on the PR priorities that move the needle for any ambitious tech company: build credibility, drive sales, and fuel growth.

Thought Leadership = Trust & Visibility

Strategic PR amplifies credibility through thought leadership and third-party validation. When media, analysts, partners, customers, and influencers echo your message, it gains power and legitimacy. PR doesn’t just tell your story — it ensures it’s heard, reinforced, and remembered.

Branding also plays a central role. In 2025, brand isn’t just about visuals or slogans — it’s about your actions, your voice in the market, the partnerships you forge, and the impact you deliver. PR brings all of this to life, helping shape a brand that’s authentic, influential, and aligned with today’s market expectations.

Sales and Customer Acquisition

The B2B buyer journey has gone digital — and it’s self-directed. Studies continue to show that nearly 70% of a buyer’s decision-making process is complete before they ever talk to sales. They’re consuming content, reading reviews, and forming opinions independently.

PR-generated content — articles, bylines, media coverage, interviews — can influence these decisions in powerful ways. When buyers see your company featured in trusted media outlets or quoted as experts, it builds trust and shortens the sales cycle. PR also fuels the content engine that supports demand generation and lead nurturing programs, both of which are vital for growth. In fact, nurtured leads continue to convert at significantly higher rates — and with higher value.

PR’s Role in Raising Capital and Attracting Talent

Access to capital remains a cornerstone of tech company growth. Whether you’re seeking angel investors, venture capital, or preparing for an IPO, your company’s visibility and reputation matter. PR ensures that potential investors are aware of your progress, your traction, and your market opportunity.

On the talent front, it’s no secret that hiring remains one of the biggest challenges for tech companies. PR helps build the kind of employer brand that attracts top talent — people want to work at companies making headlines for the right reasons. It also supports retention, as employees take pride in being part of a company that’s recognized and respected in the industry.

The Bottom Line

In a fast-changing world, the companies that win are the ones that communicate with clarity, conviction, and consistency. Whether you’re a founder setting vision, a marketer shaping perception, or an investor backing the next big thing, narrative is no longer a nice-to-have — it’s a core driver of value. The right story builds credibility, fuels growth, and sets market leaders apart. Now is the time to make sure yours is working as hard as you are.