You’ve done everything you can to prepare for the big launch. The messaging is spot on, the brochures are ready, the web site is in good shape, and you have several press meetings arranged for an upcoming trade show/press tour. Now all you need to do is show up, right? Actually, there’s a bit more to it than that. Here are seven sure-fire ways to make sure you get the most out of your press experience. Don’t wait until the big product launch fails…prepare now!
1. Know thy Publication & Editor. Go beyond just setting up an appointment with an editor. Look at the editorial calendar, scope out possible themes or topics where your company could possibly provide expertise or written materials. Read up on who covers what at the magazine (so you know you’re meeting with the right person), and know look at previous articles the editor has written. This kind of due diligence will help get your company a spot in the right issue for your markets, products, and services.
2. Prepare a Stunning Press Kit. In walking through a trade show recently, we were amazed at the lack of thought that went into most of the press kits in the press room. A press kit is vitally important; it may be the only interaction you have with a particular editor at a trade show and it represents your company long after in-person meetings are done. An online press kit is good too, however, if you are investing in a trade show, make sure you also have press kits prepared and on hand, both in the press room and in the booth (for random walk-bys). The press often file their press kits for future reference and they will likely be picked up by editors with which you weren’t able to make appointments.
Your press kit should include:
- Current Press Announcement (usually dated for the trade show/event)
- Last 1-2 Press Releases that discuss any new product announcements or business announcements like partnerships, acquisitions, or mergers
- Corporate Backgrounder – this does not have to be fancy, but should be meaty; include a quick snapshot of the company, its products, and its officers, as well as financials if you are publicly traded
- Technology White Paper – use this to describe an important aspect of your differentiation in the marketplace
- Brochures/Data Sheets – mandatory as many editors won’t believe a product announcement is real if a brochure and pricing aren’t included in the announcement.
- Images on CD – product images, logos, and executive photos can save time for a reporter and will often get your company more space in an article if the photo is eye-catching.
3. Messaging Review with Interview Team. Prepare your team for the press interviews. Information needs to be disseminated before the meetings commence. Clearly discuss the key messages to be delivered. Everyone needs to be on the same page and the information needs to be communicated in a consistent fashion, no matter who is doing the press interview. In some cases, for really big, strategic announcements, it is helpful to set up a “media training” session where you can take management through its paces and prepare them for a range of potential questions. Make sure you cover the difficult questions in advance, like “why is this product better than anything else out there” or “why have your engineers been so hard to get hold of for interviews?”
4. Managing the Interview. Each reporter will have their own ideas of what they want to accomplish during the meeting. If a publisher or salesperson is accompanying the editor, you can be sure they will want to discuss the advertising opportunities they have for your company, too. So, have at least two people from your company represented during any press meeting. That way, when a conversation meanders, one person can make sure that the conversation is gently redirected and your company’s key points get communicated. If there is a technical nature to your news announcement and the publication you are meeting is technical in nature, make sure you have someone in the meeting who can speak to the appropriate level of detail for the editor. (Refer back to #1, Know thy Publication & Editor.)
5. Nothing is Off-the-Record. Enough said.
6. Ask for the Order. Often we forget this simple step, and it is easy to do when you are caught up in the telling of your story. However, you should always ask the editor what they plan to do with the information your organization has provided. You should also ask if they need any more information for this announcement, then ask what they need help with in general in the publication – do they use outside-written articles? What type? Technical white papers, industry/application briefs, success stories? Once you know what they need, then you can go back to the ranch and decide strategically what you want to propose to a particular publication. Keep in mind that most publications want exclusive, never-been-printed-before-in-their-market materials, so be careful not to over commit.
7. Follow Up. Often the editors and analysts are running tight schedules, interviews can run long, then the goodbyes are hasty. Not to worry, because after the show you need to follow up any way. E-mail each editor you met with, thank them for their time, and inquire about follow on opportunities with the publication. If you forget step 6, you can cover it in this step.
For more information on how to get the most from editors and analysts, see Telesian’s Public Relations Builder.
