How do I market my product? Part III

OK, so we have set up a web site and we have further developed the brand identity by working on some of the marketing materials. Now we have to move into a more critical step, because it is responsible for influencing market leaders and key decision makers. This step requires the establishment of a solid media and analyst relations programs. This is in some ways a very difficult situation because you will find many people who believe they are qualified to tell you what to do but who in fact have no clue.

Let me begin by telling saying what should be at the very bottom of your list. Do not even think of writing press releases. All too often, senior executives who enjoy seeing themselves talk, will push out a press release that says nothing and is simply nothing but white noise in the field. I always recommend that the term "press release" be banned from organizational lexicon. Instead substitute news release in its place. While this may seem like splitting hairs there is a key difference, press releases don't necessarily have any news value in them. In a news release you are searching for the news value of the story and thus you have something that may be of interest to the news media.

Positive and mutually beneficial relationships with the news media are essential to the well being of your organization. The primary way to stand up and differentiate yourself from the crowd is by being featured in a strong news article in a well respected media outlet. Some PR agencies tend to go for the low hanging fruit of mere mentions or background information. This is a sure road to failure. Don't be afraid to go after the big dogs in your field. Yes you may not get coverage to start, but by having the combination of persistence and a good story, you will eventually receive coverage proportional to how effective you pitch and how interesting your story is.

The other key aspect to consider is analyst relations. To be honest, you can not succeed without having some independent third party review of your products These independent analyst can provide you with two valuable sources of information. First of all, they can provide you with an outsiders view of your product as well as your strategy and give you an opportunity to make course corrections before heading to marketing. Secondly, if you are able to secure an agreement, they can provide you with a valuable independent resource that will affirm the benefits of your product and/or service. This is something that will be of tremendous benefit when you are speaking to both news media as well as potential customers.

Lastly, there is a key component to the success of a good PR program that can not be understated. You will not succeed by playing it safe and by going along the path of least resistance. The news media is interested in exciting new players and someone who demands to be viewed seriously and wants their story told is someone who will stand out. Many people will not wish to leave their comfort zones and many will say don't go there because the result will be nothing. The only way the result will be nothing is by lack of trying. Demand of yourself and of any vendors you hire that they achieve results from unlikely sources. By doing that, your product will be exposed to a wide and diverse group and you will be able to differentiate yourself.

Tomorrow: How to differentiate your self in a crowded field.