The scenario is all too familiar for many CMOs. Your team has been working for months on a new product launch, creating new landing pages, spec sheets, graphics, slide decks, email campaigns and more. Journalists are lined up to learn more, and the final step is an interview with the spokesperson. The launch day has arrived, and, as news coverage emerges, your heart sinks as you realize it’s falling flat. The coverage is—dare you say it—dull.
How does this happen? Business technology can be complex, and, unfortunately, this complexity sometimes result in media interviews that sound dry and boring as the executive rattles off technical terms and specs from a product brochure, using vague marketing-speak and buzzwords to discuss the product’s impact. If this is the source material, it’s no surprise that a reporter’s coverage will fall short. Even worse, they could try to fill in the gaps by drawing incorrect conclusions or injecting commentary that misrepresents the product’s impact.
Consider the reporter’s situation: he or she is trying to write a story – not convert a product brochure into article form. Stories require a narrative, drama, tension and resolution. That is why they agreed to an interview, and that is what they’re expecting to receive from the spokesperson.
“But it’s a product announcement, not celebrity gossip,” you may think. True, however there’s some simple ways to present product announcements within the context of a story. By adding the following elements to your next media interview, you’ll provide the reporter with the building blocks they need.
As you approach your next major product announcement, challenge your team to consider these factors and incorporate them into the launch plan. By putting these lessons into practice, I guarantee that it will transform and bring new life to your coverage.