How to speak to a front page story: create personal impact

As someone who has spent the past decade counseling executives, entrepreneurs, and engineers in Silicon Valley, perhaps the most frequent question I am asked is...

As someone who has spent the past decade counseling executives, entrepreneurs, and engineers in Silicon Valley, perhaps the most frequent question I am asked is – “how can PR convey the personal impact of our product?”

Often the first course of action is to make it easier for your customers to speak for you through user-generated reviews, vertical media interviews, and more. However, now many companies are finding their customers (especially those in deeply troubled industries like financial services) are not in a position to speak to the press, blog, or Tweet on their behalf.

My advice is to tap experts in your own organization to speak to issues of critical national importance, and then make the connection to how your product or service is directly improving peoples’ lives.

For instance, can you speak to one piece of the puzzle such as what it will take for Wall Street to recover? Does your team have insight into the challenges of M&A, regulatory compliance, mitigating risk, or improving the customer experience? Sybase CEO John Chen (a Bite client) recently took a team of experts to Wall Street and hosted a roundtable with media on “what is IT’s role in the upturn?”

We’re all discussing in this country the most pressing issues of our time, including global warming, the financial meltdown, healthcare for all, and more. Can your experts illuminate the road ahead?

Katie Neuman, VP, Bite Communications, and blogger

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