Publishers: how to approach media relations
For any software publisher, or more generally for any company of any size, good visibility in the media is a solid asset. This relationship with the media must not, however, be built without respecting certain rules. Here are some explanations and communication tips for software publishers.
Publicize the launch of a new product or feature
When releasing a new version of a service or solution, a company naturally wants to communicate about its own product, inform its customer base and, more generally, its audience. To do so, it can use classic communication, advertising and marketing tools, but also invoke the media to meet its expectations.
The promise is indeed interesting. Whether it's a question of gaining visibility, building brand awareness, building audience or customer loyalty, or simply attracting new prospects, the media offer a complete sounding board for delivering your messages.
Communicate differently
To achieve this, it is first and foremost essential to adopt an asynchronous rhythm between requests for interviews from the media, the supply of content (deliverables, infographics, white papers...) and their eventual appearance in the media. So it's important not only to listen to, but also to understand this time logic, which is different from that of your company.
Another point is that, while you can't invent the talent for public speaking, it's important to be able to communicate easily about your service. That's why media professionals generally recommend not necessarily communicating about your product, but rather orienting debates around issues that indirectly address a company's particular concerns.
The results of this approach can be explosive. Many entrepreneurs are now used to appearing on TV or radio, for the simple reason that they generally don't talk much about the profound nature of their company's business. It's not unusual, therefore, for managers to receive a steady stream of press coverage, as a result of a discourse that is either perfectly in tune with the times, or directly relevant to current events.
Faced with this need to make people understand and inform them, one thing seems clear: being able to explain complex trends and technologies simply has become a major asset. It's a challenge that company managers must face up to if they are to approach their business from new angles. A complete arsenal at the service of your communication, which will not only help you to express yourself more widely, but also to anticipate the questions that will inevitably be asked.
Olivier Robillart is editor-in-chief of TECH IN France. This association, the voice of the digital industry in France, brings together 400 member companies, software publishers and service companies, from start-ups to multinationals.
Partner article. Expert contributors are authors independent of the appvizer editorial team. Their comments and positions are their own.
Article translated from French