Wondering why your message isn’t connecting with the private wireless networks media you want to reach? Think about it this way: Have you ever been trapped in conversation with a well-meaning dinner partner who spent the entire time talking about a subject in which you have absolutely no interest? (Say you’re a dedicated vegan, and all they want to talk about is the superior taste of free-range beef.)
If there’s a disconnect between your targeted influencers and the message you want to deliver about your private wireless offering, you’re literally wasting your time—and theirs. Products can be labeled with the “hot” private wireless language, but that’s not enough. You must deliver your message with the proper context, to the right people, or it’s almost like you never delivered it at all.
The one-size-fits-all-model has never worked for media relations in any industry, and in a dynamic market such as private wireless, it’s an approach that too often simply squanders your budget. You can get into a vicious cycle of pitching and re-pitching the same message to the same people, and it will never produce results.
Of course, you should consider the basics, such as how a reporter prefers to be contacted, whether it’s email, Twitter or a quick phone call after lunch. However, with private wireless networks, there’s more to consider. For example, does the reporter have a specialty area? Do they cover your competition often? How deep is their understanding of the products and services that go into private wireless networks? Do they cover product launches, or is it better to approach them with theme-style article ideas?
It’s not enough to just follow what they write about for their publication and in their own blogs. You should also be following their social media posts as well—it’s a great place to connect with what they share and can be a good conversation starter as well.
With Calysto’s experience pitching media and analysts in AI, IoT, mobile, wireless and telecom, here are some observations on how to deliver the right message to the right media and analysts:
Analysts: Messages should revolve around progress made and key milestones in moving the company forward. Analysts speak directly to potential customers and the media and therefore can be strong advocates! So start at a high-level, but go deep to differentiate your products and services.
National Technology Media: Company and product messages need to be explained in the eyes of the user. How does your private wireless networks product help solve real customer problems? What value does it bring to the user? How is it better than / different from the competition? Where does it fit into the overall ecosystem?
Private Wireless Networks Media: Messages you discuss can be deep into the technology, but it needs to be clear how your company and products differ from others. What sets you apart? Why should editors care?
Private wireless networks is a growing opportunity with lots of companies vying for attention from a finite number of influencers. That means survival of the fittest…fittest message, that is!
ICYMI – Check out our last PRVibes®: Vertical or Horizontal Marketing? Six Ways to Leverage Both to Build Your Private Wireless Brand