Category: Blog

The news release has become one of the most extensible tools in the realm of communications. First introduced in the early 1900’s, its longevity and ability to morph with the times is truly remarkable. For decades news releases were the preferred tool to communicate with media and were written to meet strict journalistic standards. Today, the simple news release works harder than ever, speaks to more audiences and has the capacity to carry a heavy load in terms of messaging and direct results.

More likely than not, you’ve tapped into the power of the news release to give your company or product a boost in credibility and to help spread the word. However, are you making the best use of your news releases and giving them their due strategic consideration?

Freedom Through the Internet

Once the internet became woven into our everyday lives, it completely altered the nature of news releases. Now freed from their captive role as a tool for the press only, news releases are readily available, directly and unfiltered to the end-reader. News releases distributed through newswire services are blasted around the globe as they are posted on numerous sites and appear in search results from Google, Yahoo, Bing and others.

Like an actor who steps out of character to address the audience directly, the news release is directly speaking to the public.

Of course you know all this – but have you really thought about it? And more importantly, are you crafting your news releases with a strategic eye? Are you leveraging their immense potential, while balancing the message and packaging them to meet your goals?

Step One – Create Your M.A.P.

Once you have considered these 3 simple fundamentals, you’re ready for step two:

Message: What do you want to say? This is where you determine the content for your news release and make a judgment on its merit, relevance and value to your company image.

Audience: Who do you want to reach: customers, prospects, investors, employees, community, channel partners, or industry players? Is this an announcement that has a media market and can best be communicated through the press?

Purpose: What is it you are trying to achieve? Are you promoting a product, gaining corporate stature, establishing a claim by going on record, generating attendance at an event, creating and becoming part of the discussion on a topic, setting the industry agenda, and so forth?

Step Two – Create a Powerful Communications Mix

With your M.A.P. in hand, you’ll be able to easily consider some of the most popular approaches to devising news releases.

Hard news release: You know this one well as this is the most traditional of all approaches. You’ve got a new executive, new product, new channel program, and it is hard news. Who, what, when, why and how are the main elements.

Soft news release: While not as pervasive as the hard news release, the soft news release (also called a perspective or feature release) can be highly effective but requires much more strategy. It is the no news release where you package your story within the context of trends or issues. You write it as if you are crafting a feature story and the sponsoring company (that’s you) is sometimes not introduced until the second or third paragraph. These pieces are great collateral for your key audiences and also serve to promote the issues and how your company should be treated in such stories by the media.

Sidebar news release: Designed to have a long shelf life, these releases support a larger story and can be used by media as a sidebar. Tips, how-to’s, brief histories, etc. are the traditional fare.

Experiential news release: You got it – news releases that include video, photos, illustrations and such. Depending upon your subject, these can be incredibly powerful. And with the popularity of video at an all time high, this is a good way to use this medium. If a photo is worth a thousand words then video is surely worth a billion words.

These three approaches can then be augmented with the latest in techniques:

Traffic building – It is easy to have your news release connect the reader back to the source. Using hyperlinks in the body, your web site or specific page is just a click away. Instant gratification!

Being found – SEO (search engine optimization) for news releases is really not as complicated as many have made it out to be. A mixture of keywords that are relevant to your news and ensuring your news release is posted on a popular site such as GlobeNewswire or Business Wire will do the trick.

Getting Personal – The social news release is now here. We always talk about getting a share of voice and now you can get personal and have a conversation with your readers. Blogs, podcasting, and more are in play and getting people talking (or at least clicking their keyboards!).

Take the Challenge and Get More Out of Your News Releases

There’s nothing better and more cost effective than a well packaged news release to get your story out to those you care most about. The individual news release can pack a punch like no other. And best of all, when you view your releases collectively, over a period of time, the story just gets stronger and stronger.

The mighty news release just keeps getting better. Go ahead… if you haven’t done so already, test out the power of today’s news release.

Many seasoned marketing executives believe that any press release without the 5 Ws (who, what, when, why, and where) won’t get read. I often hear, “We have no new products, partners, or launches, so we can’t create a press release.”

The truth is, you can. Soft releases without a hard news angle can be extremely powerful and resonate deeply.

Think from the outside in. Consider trends and issues like AI, cybersecurity, sustainability, or compliance. Share your opinions, predict future trends, challenge the status quo, or outline best practices, integrating your solutions and insights. This is the stuff of feature stories, so why not set the agenda and get in the game?

Package your insights as a press release, issue it over the wire, and you become a market contributor, offering valuable ideas instead of just promoting your latest products. Sometimes, no news is good news!

Can Content Truly Drive Sales?

Absolutely. Consider the 95-5 rule, which suggests that at any given time, 95% of your target market isn’t actively seeking to make a purchase decision. So, what’s the solution? Should you only focus on the 5% actively in the market? While that might seem ideal, it’s akin to finding a needle in a haystack. Moreover, it often leads to short-term ‘buy now’ tactics that neglect long-term relationships.

The key is to cultivate trust and awareness through relevant and valuable content. Position your brand as the go-to source for insights and education, ensuring you remain top of mind. By playing the long game, you increase your chances of being on the shortlist when buying decisions are made. As the B2B Institute suggests, “If you wait until the buyer enters the market, it’s already too late. You need to prime the market far in advance.”

Have a big question for us?

Send an email to beverly@lages.com and we’ll get you a short answer designed to get you on the path to success.

Step right up, ladies and gentlemen, to the greatest show(s) on earth! The technology industry’s trade show calendar has evolved from several seasonal affairs to a full year of excitement. Marked by events like CES, Dell Tech World, SC24, OCP, MWC, and the AI/Big Data Expo, tech trade shows are officially a year-round phenomenon. Companies now find themselves amidst a perpetual whirlwind of exhibitions and conferences, constantly vying for attention, networking opportunities, and the chance to showcase their latest innovations and solutions.

In the sea of booths, flashy displays, and swag giveaways, how can your company stand out and make the most of these events?

First thing First: It all starts with a theme. Your theme sets the tone for your entire presence at the tradeshow. Choose one that aligns with your company’s branding and messaging, and that will resonate with your target audience. A cohesive, compelling theme will draw attendees in and make your booth memorable. From there, ensure that every aspect of your booth, from signage to promotional materials, reinforces and enhances your chosen theme to create an impactful, memorable experience.

Set Clear Goals: Well in advance of the event, define specific, measurable objectives such as generating leads, networking with potential partners, launching new products, or increasing brand visibility. Ensure that these goals align with your overall marketing and business objectives.

“Without goals, you’ll drift like a ship without a rudder, aimlessly wandering wherever the currents take you.”

Pre-show Marketing/Outreach: Time is of the essence. Don’t wait until the event begins to start promoting your presence. Utilize various marketing channels, including social media, email campaigns, and targeted advertising, to create buzz and drive traffic to the booth before the tradeshow begins. Are there any show-related awards you can submit for? These deadlines come up quickly.

Engage and Excite: Offer incentives, such as exclusive previews, contests, or giveaways, to attract attendees to visit the booth. Leverage networking opportunities with industry influencers and media to increase visibility and generate anticipation for the company’s presence at the event. If you are seeking meetings and/or briefings with the media, this outreach should start 2 months in advance.

Strategic Booth Design and Branding: Invest in an eye-catching booth design that reflects the company’s brand identity and attracts attention on the tradeshow floor. Incorporate interactive elements, demos, and engaging presentations to showcase products and services effectively. Make sure the booth layout encourages traffic flow and facilitates meaningful interactions with attendees. Don’t forget to make sure your theme is carried through at the booth.

Offer Value: Provide something of value to attendees beyond just promotional material. What’s in it for them? This could be educational sessions, product demonstrations, free consultations, or exclusive access to resources. The more value you offer, the more memorable your booth will be.

Collect Data: Use technology to capture leads and gather valuable data about booth visitors. Utilize lead capture apps, QR codes, or business card scanners to collect contact information and track interactions. This data will be invaluable for follow-up and measuring ROI.

Make Those Connections: The work doesn’t end when the tradeshow does. Follow up with leads promptly after the event while you’re still fresh in their minds. Personalize your communications based on interactions at the show and continue the conversation to nurture leads towards conversion.

Conduct a Post-Show Assessment: A thorough evaluation should be conducted to identify what worked – and what can be improved upon. Measure key metrics such as lead quantity and quality, booth traffic, and sales generated. Gather feedback from booth staff, attendees, and stakeholders to gain insights for future events. Develop a comprehensive follow-up strategy to nurture leads, maintain relationships, and capitalize on the momentum generated from the tradeshow. Don’t forget to include those great images you collected for social posts! You did remember to take pictures, didn’t you?

By implementing these strategies, you can make the most of your tradeshow experience and ensure a positive ROI that extends beyond the showroom floor. With careful planning, creativity, and follow-through, your company can stand out amidst the competition and forge valuable connections that drive business growth.

Take a deep breath, relax and enjoy the show – you’ve got this!

Trends come and go. Markets fluctuate. New technologies are created at the same time others are being obsoleted. Throughout all of this change, there is one thing that you can bank on as a bedrock of success: Credibility.

No matter the business landscape, a sterling reputation is an extremely valuable asset. There’s a catch, though. One cannot simply claim credibility – it must be earned.

Credibility takes time and effort to establish but can be easily lost if not carefully maintained. Everyone seeks credibility – but how does a company become credible and trusted? Here are a few things to look at as you get started on your quest.

Be an active participant in your industry. For example: conferences, associations, speaking on panels. Publish meaningful, engaging, helpful content (tech whitepapers, application insights).

Strike a balance. Promote and tout the benefits of your innovations and how you make your customers successful – but be careful not to overhype, exaggerate or position your offerings as too good to be true. This will only lead to skepticism and resistance. While some over-the-top claims may in fact be true, only go on record with those if you have clear, demonstrable proof points to back them up.

Enlist outside voices. This means industry watchers, analysts, respected players in the field, research institutions and members of the media. Build strong relationships. After all, you are the company you keep.

Be consistent. Consistency is key – in your actions, messaging, branding, and with the quality of your products or services. Consistency breeds reliability, which is essential for building trust over time.

Establish expertise. Position your company as an authority by sharing knowledge, insights, trends and expertise through meaningful/engaging/helpful content and thought leadership.

Win accolades. Obtaining relevant certifications and participating in industry awards programs help validate your expertise and commitment to quality.

Be transparent. Transparency is crucial in your communications with everyone from clients and prospects to potential employees. Address concerns openly and honestly.

Keep innovating. Stay ahead of the curve by investing in research and development. Introduce new features, products, or services that address evolving customer needs and market trends.

Show success. Case studies and testimonials from satisfied customers serve as proof, demonstrating your ability to deliver results.

Partner up. Collaborating with reputable companies or industry leaders can lend credibility to your brand. These efforts can also open doors to new opportunities and markets.

Be supportive. Provide exceptional customer support and service. Promptly address inquiries, issues, and feedback to show your commitment to customers. Strive to exceed expectations.

“Trust is earned, respect is given, and loyalty is demonstrated. Betrayal of any one of those is to lose all three.”    – Ziad K. Abdelnour

 

If you focus on consistently delivering value, fostering genuine relationships, and upholding ethical principles, credibility will naturally and organically follow. The path to long-term success and growth is lined with integrity and purpose.

Can Random Acts of Marketing be effective?

Random Acts of Marketing (RAM) refer to impromptu, isolated marketing efforts that lack clear strategic planning or alignment with broader marketing goals. While they may generate short-term buzz, they often fail to contribute to long-term brand growth and customer engagement. RAM represents a siloed approach to tactics that may seem appealing initially, but closer examination reveals they can be costly in terms of time, money, and branding. Engaging in RAM can lead to detours that compromise marketing objectives and ROI.

Examples of RAM include running a TikTok campaign, placing an inflight magazine profile, participating in events where the audience isn’t aligned with target goals, or implementing last-minute marketing initiatives that lack coherence or integration with the brand’s messaging and objectives.

Have a big question for us?

Send an email to beverly@lages.com and we’ll get you a short answer designed to get you on the path to success.

Congratulations! You’ve got a media interview tomorrow! Are you ready?

The great news is you’ve finally got that interview you’ve been hoping for. Now, it’s time to get prepared as you’ve got one shot to nail this call and your preparation will make or break it.

Media interviews provide a unique opportunity to convey your message, shape public perception, and build your brand. However, stepping into the spotlight can be daunting without proper preparation. When your time has come, and you’ve got that interview on your schedule staring you down, tap into these helpful tips that will ensure interview success:

1) Know the Message You Want to Come Across

First and foremost, know your message inside and out. Before getting on that call write down the key points that you want to make and keep it focused. Trying to get too many points in will derail the interview and the call will end with you wishing you had said something else. Articulate your messages concisely and stop to ask the reporter if they have any questions. Speak slowly and repeat important points that you want to be sure have resonated.

2) Know the Reporter’s Audience

This is critical – Understanding the audience is as important as knowing your message. Does this reporter write for an IT, business, consumer tech or enterprise audience? Understanding and tailoring your message to the audience that they write for ensures that the reporter will write a story and that it will be received favorably. Speaking to a reporter about markets or audiences that they don’t cover is a sure-fire way to end an interview quickly.

3) Know the Background of the Reporter

Set some time aside to read articles written by the reporter you’ll be speaking with. Understand their coverage beat/s, look at their bio, check them out on LinkedIn or X. This knowledge will help you to tailor the discussion because you have a better understanding of their writing style, biases, and knowledge base before the call even starts. And even better…let him/her know that you read their recent story on ‘xyz’ and agree with their conclusions on ‘xyz.’ Ding Ding! Winning!

4) Know Outside Issues and Events That Are Related to Your Story

Give the reporter context by explaining the market landscape. Share industry issues that are causing your customers pain, provide insight into news that has happened recently and connect it with your charter or goals. Never assume the reporter knows what’s happening in the market that is driving your product or solution. Make the connections at the start of the call so that you can set the stage for what you’re about to share.

5) Be Prepared – Practice, Practice, Practice

Want to project confidence on the call? Then practice. Practice is the key to confidence and prepares you in ways you might not have considered. With the proper rehearsal you are able to effectively ‘bridge and block’ when a reporter asks a question that you don’t want to, or are unable to, answer. Rehearse your key messages and responses to potential questions. If you anticipate questions that you can’t answer, practice how you will respond. Practice will help you to refine your message and improve your delivery.

You’re now armed with 5 easy tools that will help you to effectively master a media interview. Now, you can reap the benefits of that new relationship and become a regular go-to resource when new stories come up.

No interviews on the docket – but you wish you had some lined-up to help you get your story in the public’s eye with credibility? We are happy to assist. Drop us a note and we can develop a plan tailor made that will give you the opportunity to tap into your media interview skills.

How can you leverage PR to support fundraising and attract investors?

Craft a compelling narrative for your mission and solutions. Go public and maintain visibility by consistently spotlighting achievements, linking them to current market trends. Emphasize tech milestones, new products, customers, partnerships, and market insights, ensuring alignment with your narrative. Highlight company growth (execs, offices, etc.) along with industry involvement, including speaking engagements, trade show participation, collaborations with associations, and any accolades. To reach investors effectively, issue press releases over the wire and share the news on your website and LinkedIn. This not only establishes credibility but also forges a connection between your achievements and your company’s story, creating resonance with potential investors.

Have a big question for us?

Send an email to beverly@lages.com and we’ll get you a short answer designed to get you on the path to success.

How can you create thought leadership content that aligns with your brand goals?

Start by listing and clearly articulating your brand goals. Next up, bring together key stakeholders, those who are committed to delivering upon brand goals. Leverage this group to dig deep into how these brand goals serve the company, its customers, the community, and so forth. From this you have the foundation of meaningful content. Then connect this content to trends, issues and markets that bring current and topical relevance. Once you’ve got this anchor content then you can tackle the mechanics: timing, delivery channels, and how to package.

Have a big question for us?

Send an email to beverly@lages.com and we’ll get you a short answer designed to get you on the path to success.

It’s an exciting time – you are prepping to launch a new product, your company direction has pivoted to reach a new market, you’ve secured funding, you have an amazing entrepreneurial story to share…the list goes on as to why you’ve engaged a public relations firm to guide you on getting the word out.

Before you jump in, it’s important to take a moment to consider the roles of all the players involved in landing a story. It can’t be hard, right? People do it all the time from the cool start-up at your region’s most noted incubator to the established power players at Fortune 500 companies.

It isn’t difficult if you enter the relationship with eyes open and a solid understanding of agendas and perspectives. Just like any endeavor, you need to think from the outside in. So let’s get started with roles:

Consider who the players are in media relations.

• The source / expert (that’s you!)
• The reporter
• Your PR agency

By promoting an understanding of each party’s objective and role (your company, the PR rep, and the reporter) you’ll gain the ability to maximize media opportunities and learn how to navigate through varied inquiries. Take a look at the infographic below to see how this works out:

• Once you know the roles, don’t forget that objectives matter too. Consider that objectives will be different – and could even be opposing – but an understanding from you will help everyone find a middle ground and result in a win-win for all involved.
• Let’s talk about you. As the source and expert, your objective is to get your message repeated exactly as you’ve said it – preferably unaltered. Unfortunately, that can’t always be the case. However, if you know the reporter’s audience and know the message you want to come across – you can become an important resource for the reporter and tell a story that resonates for everyone.
• Your PR firm is a Jack-of-all-Trades. We are writers, communicators, facilitators of interviews, researchers when reporters need more information, hunters of media assets, and amazing hoop jumpers. We do all of this with the objective of creating a common ground where your objectives and that of the reporter are met.
• Reporters serve their readers, viewers and listeners. Their objective is to identify good sources and stories that address the needs of their audience. When they agree to an interview, you’re entering the discussion to earn a right to reach the readers of that particular media outlet. That’s the difference between “earned media” versus paid media such as advertising (but that’s a blog for another time).

Okay you’ve got this!

It’s easy to navigate media relations with the proper research, preparation and PR partner. Stay tuned for our next blog post – Ground Rules for Successful Media Interviews.