Manufacturers, 12 Tips for Getting Covered

Author: John Honovich, Published on May 28, 2014

Here are our 12 top tips for manufacturers to get covered on IPVM and other publications, a recap of our live webinars held on May 22nd and May 28th:

  • The top 2 manufacturer PR problems
  • Issue real Press Releases
  • Release them using a wire service
  • Advertise releases on Twitter
  • Avoid stock PR email pitches
  • Emphasize new and different
  • Include tech details and cost
  • Find practical problems and issues stated on IPVM or pubs
  • Personalize / customize pitches
  • Find your right contact
  • Push it if done right
  • Why 'bad' press is good

Inside, we explain each one.

**** *** *** ** *** **** *** ************* ** *** covered ** **** *** ***** ************, * ***** ** *** live ******** **** ** *** **** *** *** ****:

  • *** *** * ************ ** ********
  • ************** ********
  • ******* **** ***** * **** *******
  • ********* ******** ** *******
  • ***** ***** ** ***** *******
  • ********* *** *** *********
  • ******* **** ******* *** ****
  • **** ********* ******** *** ****** ****** ** **** ** ****
  • *********** / ********* *******
  • **** **** ***** *******
  • **** ** ** **** *****
  • *** '***' ***** ** ****

******, ** ******* **** ***.

[***************]

The *** * ************ ** ********

***** ******, *** **** *********** ** ******* ** *** *** manufacturers ** *** ****** **** ****** ** *** *********. **** manufacturers ********* ***** ** * ******* **** ** * ***** or * ******* ** ***** ***** *** **** ** * day. **** ** *****, **** *** ** **** ********, *** enough.

******* / ************ *** *** **** *** ***** *** *** many ********* *******. **** **-******* ** ***** *** *** **** the ***** ** *** ******. ** **** **** *** ******** of ** / ********* ******, **** ***** ****** **** ********.

*** ******, *******, ******* ** **** **** ************* ** ***** out ** ******* / ************, *** ******* *** ********* ******** - * ******* **** ****** **** ***** **** **** ****.

Issue **** ***** ********

****** ***** **** ***** ******** **** *** *****. **** ***, people *** **** *** ***. ***'* ****** ******** ** ***** that ****** **** ** *** **** ********** ** **** ******** widget ****. *** ****, ** *****, ***** ** *****.

******* * *******, *********** ** *** *** ********* / ****** and *******.

*** **** ***? **** ***** ********* ******* **** ****. **'* * ***+ **** **** ***** **** **% ** editors ****** **** ***************** **** **'* *** *** **** **** * **** ********** explanation **** *** **** *** *****.

Release **** ***** * **** *******

**'* *** ****** ** ****** ***** * ***** ******* ** your *******. *** *** $*** ** ** ** *** * wire *******, *********, ** ******* / **** **** *** *** ***.

***? ***** *** ******** *** ******* **** ****** **** *** sent *** ** ****** ******. **** ** ***** *** ****** methods / ******* *** ******* / ************ ** **** *** about ****.

*** ********, ****** ***** *****, ** ****** **** *** ***** Google **** *** *** ***** **** **** ** **** *** manufacturer ********. ************, ****, ********* **, ****** ******** ****** **** alerts *** ******* ***** **** '***** ************', '** ******, ***. If **** ******* ******** ***** *****, *** *** *** * wire *******, * **** *** ******** ** ** **** ** sent ** *** *******.

Advertise ******** ** *******

******* *** *** ****** ********, ****** *** ******* ***** ******* every *** *** ** ** ***********.

**** ** ** ******* **** ************* / ******** *******:

*** *** **** *** **** ** ***** *** *** **** ad **** *** ******* *******, **** **:

** *** ~$***, *** *** *** **,*** ***** ** ****** relevant ******** ******** ******, **** ** *******, ***********, ***. *** can *** **** *** **** ***. *** **** ** ***** this, *** *********** ********* ******** ****.

Avoid ***** ** *******

**** **** **** ***** ********, **** ******** *** ******* ***, you **** ***** **** ** ***** ************.

*******, ***** ***** ** ******* **** **:

** ***** *** ***** **** **** ****. **'* *************, ********** and ***** *** ********** **** **** *** **** ******* ** worthless *** *** ****** **** *** **** ** *** ******** even ***** **.

Emphasize *** *** *********

**** ***** **** ***, **'* *** *** *** ******* ** a ******* **** ** ***** ** *** ** *******. **** that *** ********* ** *****. ** *** *** ************ *** terms **** "**'** *** *****", "**'** *** ****", "**'** ****** problem *", ** ** ***** ** *****.

Include **** ******* *** ****

** ***** *** **, **** ** * ***********. **** *** data ***** (**** ** ***********, **** ** **'* *** *** internal *** ****). **** **** ******* ** ** ***** * price *****. ** **** ** *** * ***** ** ******* what *** *** ******** ** ** *** *** ** ************ **** ** **** ** *** *****.

***** *** ***-**********. ** *** ** *** **** ****, ** will *** *****.

**** ***********, ******* **** ** ***** **** *** * **** and ***** ** ****** *** ** ** **** *******.

Find ********* ******** *** ****** ****** ** **** ** ****

*** ******** **** ******* ** ******** ** ********** **** **** or ******** ** ******** *********** ** ****** ********* ** *** publication *** **** ** ** ******* **.

*** *******, ***** **** **** *** ******* ***** *** * ******* ******** ***** ****** **********. **** ** * ******* *********** to '*****' ********. *** ***** *** ** ** *** ********* dumb **** "** *** **** ****." * ****** *** ** to ******* *** ** ****. * ***** *** ** ** do * ***** ***** **** ***** **. *** *** **** it ** **** ****, *** ** ** ****, **** ** to **** ***** ******, ***.

*** ************ *** ********* **** *** ***** *** *****. *** instance, * ******** ************ ***** ***** ********. **** ******+ *********** ***** ********, ****** ** **** ****** ****. *** ***** *** *** or ***** *** *** *** *********, *** ****** ******* ******** or ***** ** *** *****.

********: **** ******** ******* **** *** ********, ******** **** *********** up ***** *** ******* * ********** ******** ** ** ***** 10 *****.

Personalize / ********* *******

******* ** * *******, **** ****, ** ********, **** ** email ******** ** *** *********** ** ********, ******* ** **** to **** ****** *** ********* ** ***** ***** / ********* / ******.

**** ***** * ** ** ******* *** ********* ******** *** probability ** ********, ****** ******* *** **** ******* **** **** has ** *** ** **** *** **** ** ******* **** fit ***** **.

**** ***** ************ ***'* **** ******* ****** ** ****** ** customers, *** ****** ***.

*** *** ***** ****** **** **** **** *** ** **** total ********, **** *** **** *** **** ***** *** ***** on ****. ***** *** *** **** **** ***** ** ******** / ************ **** **** ********* / *****.

Find **** ***** *******

****** **** ************, *** ** *** **** ****** *** **** built ** ***** **** ******** ******* / ************. **** ** they *** *** ** ** ** *********, *** **** **** the *****.

** *** ********* ****** ********** **** ** ****** ********** ** industry ************* **, ** ***** *** **, ** **** **** to ** * ***** ** ****. ** ** **** * connection ****** **** ************ **** *** *****, ** ** ****** *** ** ** push **** *** ** ********* **** ** **** *** *** questions ********.

Push ** ** **'* **** *****

** *** **** * ************ / ********** ***** *** ** not **** ****** * ****, **** ** *****. ********* **** busy. ****** *** *** ****. * ****** ** **** ***** follow **, **** * **** *****, **** **** *** *********.

Why '***' ***** ** ****

*** ************ ********* / ***** ** *** *******: "********** ***/** criticism ***** ** ** *** ***** ** **** ********, ******* off *** **** ***** ***** **** *** **** **** *** manufacturers?"

******* ************, *** ** ********* ********** ** ****, ********* ****, "If *** **** *** ***** ** ****** *** ***'* **** you, **** ** *** ** *** *** ** *** *******, is **********. **** **** **** **** ***** *** ******** ********* on **."

* ***** **** *** ****** ************. ***'* ** **** **************** *** **** **** ** *** ****. *******, **'** ***** cover ***, **** ** *** ***** ******* ** **.

***** **** ** *** *** * ************ ********, *** *** issue *** ****** ***** ************ ** *** ****** *********. ****** is *** * **** ******. **** ****** *** **** ********* critical ***** * ******* *** ****** ***** ***** ** *** them ******, ****** ******* **** *** *** **** ***** ** the *******. ** ***** ******* ***'* **** *** ***** ***** the *********** *** ***** ******** ** *** **********.

*** ** *** *** **** ** ** ** *********, *** should ** **** ** **** *** ********* ******** ****** *** are ***** ** ******** *** *** *********. ** *** *** a ****...

Comments (10)

*'* ******** ** **** *****, *************, * *** **** **** a ****** *** **** *** ****'* **** ** ***********. *** chance *** ******* *** ********? **** ** ** ********* ******* soon? ******!

*********** *, * **** ********* * **** ***** ** *** top ** ****** ** ********* ** *** *******. ** ** in *** **** *****.

** *** ** ****** **** **** ********* / ********, **** is *** ***** ***** *** **.

****** *** **** *********** *********** ******* ** * ****** *** webinar ******* ** ***** ********** ** **** **********. * *** about ** *** ****. ***** ** ** ******** ** **** our ******** ** ** **** *** **** *** *********? ** course, ** ****** ***** *** ******* **** ********* ******** ******.

"***** ** ** ******** ** **** *** ******** ** ** sent *** **** *** **********?"

*** **, *** **** ** *** ******* ** * ***** factor ** *** ****** ** ***** ***** ******* ** ********* costs ** $*,*** ** $*,*** ** ***** (*** ****'* ****) to ** *** ****, ***** *** ******, ***** ******, **** images, ***.

******* ** ****, ** ** **** **** ********* **** ** anticipate *** ******* *** ***** ****** ** *** *******. ****'* why, ** ** ******* *****, ** *** ******* *** ****** that *** ********* **** ******** ********* ** ********** **** - whether **'* *** ************* ** ***** *****, ***.

*** **. ***** *** ***** *** **** ******.

** *** *** ************ *** ***** ** ** ** **** their *******, *** **** *** ** ** **** **** **** is ********* / ***** / ********* ** ** ******* **********.

****'* *** **** ** ***** ****** *** **. ** *** convince ** ** ****, **'** ****** ** * ****.

*************, ****'* * ***** **** ***** ** *** ** *** covered ** ***** *********.

*** ***** ********* ******** ******* ************** ** ***** ** ******** ** *** *** ***** ***** *****.

* ** **** *********** ***** ******* ******* ***** ***, ***** is ** ********** **** ** ** ******** ***** **** ******** to ** ******** **** **** *** *** ***** ********.

*** *******, ****'* *** ******** *******,***,***,***,******** ********,****** ********.

***'* ** ** **? ** *** *** **** **** ** good ******.

***** **** * ******** *****:

************* **** ** *** ********** *** *** **** *** ******* to ** *** *** **** **** **** *** ******* ** put ** ** *** ********** *******.

****** **** ****** **** *** **** **** ****, ** ** a ********* ********* ** *** ****** **.

*** ***** ********* ******** ******* *** *********** ** ***** ** Fina **** ** *** *** ***** ***** *****

* ***** *** *** ******************** ***** ****************** ** *** ***** ***** *****. ;)

********* *******. **** ******* ** **** **** **** *************.

****'* ** ******* ** ** ********* ************ *******.

** ********** ***** ******** ******** ******* ** ******* *******?

**'* **** * **** ************. * ************ ******** ****** **, from *****, ****** ********* *******. *'** ****** ** ** **** ** ****** *** *** this ** * ********:

"**********: ******* ** * ***** *** ************ ********.

**** *** ************* ***** ** ****, *** ***** ** ********* deal **** ** *** *** ****** ******* ** * ******* machine ** ***** (** **** *****) *** *********** ** ***********.

*** **** ******** ** *** *** *****:

    1. **** *** ***** ** ** **** ** ** ****** *** typical ******** / *** ****** **** ******* *** **** ** be ***** *** **** ** ******* ** ****** *** ******* throughput ***** ********
    2. *********** ** *. *** ****** ** *** *** *** ***** out ** * ******** ****** ** ***** *** ***** ********* applications **** ***** (***** ********* *** $ *** ** *******)
    3. *** ******* ****** ** *** (****** *** ******* *****) ** not * ****** ** ******* ***** *******

**** ** ** ** ***** * ********* *** ***** *** consider ** ** ****:

    • ********** **** *** ** **** ** ***** ********* ** *** standard ******* ************
    • ************ **** **** *** ****** *** ********* **** ** ********* ones *** *** ****** **** **** ***** *** (** */* is *******)
    • **** *** * ******** *** ** ***** ** * ******* one ** *** ********* ** *********

** **** ***** ***** * ** ** ********** * ****, this ********** **** ******** ** *** **** ******* ***** *** eliminates ********* ******."

**'* *********** *** ** ***** **** ** ***** **** ** is *****. *** *** ********** ** ***** ***** * **** role - ***, ****** **** **** ** ** * ****** but, ***, **** **** **** ***** ** ** ****, ** he *** *** ******.******* *** * ******* **** ********* **** **** ***** ** marketing. *** **** ** * * ********* **** **** **** people ******** ********** ***** *****.

** *** *** * ************, *** ********, *** *** * do ********* *******?

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