Who to quote in your media release
Your managing director may be the most powerful person in
your company, but that's not the case when it comes to promoting your product
or service.
Customers, or other well-respected third parties, are the
most powerful voices in any media release. That's not to say there's no role
for the MD in announcing company plans, but try to back up your company's own
statements with another independent opinion.
The credibility of an independent authority will help to
carry your claims and there are generally plenty of sources for comment. If
your company releases a ‘revolutionary’ product, for example, enter it in
design awards. If it's capable of extraordinary technical feats, have it tested
by a university and then quote the report.
If there's nothing truly spectacular about the product and
it simply works very well, have a customer tell his or her own story of how it
solved their problem. Never underestimate the power of a testimonial. Good case
studies show how your product works in the real world and can even build the
business case, making it easy for prospects to justify its purchase.
There
are spin-off benefits for the sales relationship, too. While some business
owners fear making competitors aware of a golden customer, the publication of a
case study generally cements customer loyalty – after all, they've just been
put in print saying how much they value dealing with your company.