Before moving forward with a PR launch, it’s important to know the nature of your news. But by that time, many assume that the new product or solution is already newsworthy. This sets the groundwork to educate the market and is a starting point for the company to build a brand that is supported by research, industry experts and early customers who have tested and love the product.īusinesses often enlist a PR agency only when they are ready to announce a new product or solution. Businesses looking to ensure the media covers their message accurately should first opt for a strong educational campaign that articulates and reinforces the market challenge their new solution addresses. This is especially true when a product is defining a new category and consumers require education to understand it. The media is where their attention is, and with the rising number of businesses competing for their attention in an already overcrowded market, it is easy for reporters to overlook a company’s key messages. In 2020, there were over 300,000 business applications filed per month compared to about 200,000 in 2010. According to the United States Census Bureau, the number of business applications has been on the rise over the past decade.
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