Many years ago, we had a high-tech client who brought us in to do their corporate PR. The CEO told me he had the best products on the market and zero press coverage and wanted to ramp up his product publicity. I put forth a presentation stating how the company should focus on the issue relevant at that time "Internet Taxation."
My idea was to use that as the point of discussion which would lead into a product conversation by a) people going to his Web site after the story or segment ran or b) once relationship in place with editor, the reporter would ask about what to do…ala the product discussion. Well, suffice to say, we landed the CEO, his company, and his products in just about every imaginable press outlet, including The Wall Street Journal, Business Week, C-Span, and tons more.
The moral of the story is this. Putting forth a thought leadership program is crucial; as prospects, customers, and stakeholders want to know that the captain of the company is also a captain of the industry. This is done by all the tactics that make up a <a href="http://www.thoughtleadershipstrategy.net/">thought leadership</a> program such as bylined articles, interviews, and speaking engagements.
However, it doesn’t stop there. High-tech companies of all sizes should also put forth a comprehensive product/service program as well. Product PR (and PR overall) is comprised of numerous activities which are separate from the thought leadership program and is not mutually exclusive by any means. PR professionals should always be looking for additional ways to help a company breakthrough in the marketplace and to reach its sales potential.
Winning the PR battle is about focused volume….not just focus.