Tech PR Katrin Naefe suggests taking a step back before embarking on a thought leadership comms programme.
So you’ve got news …
Yes, which PR consultant hasn’t heard this one before: “Our new [insert latest product name here] is the best/biggest/most efficient/etc. …” If it really is: congratulations. You will be able to leave your mark on your industry and be remembered for this innovation. If it isn’t: you will still be able to contribute to the market with a product or service that your customers will appreciate and which will, in all likelihood, enhance and complement your and the market’s existing product offering.
Now the new product is finally ready, you’ll want to give it all the support possible to get sales off the ground quickly. You have done your research and know exactly which products you are competing with and who your target audience is. Now all you need to do is advertise your product and issue a press release. Can it really be that simple? It rarely is.
New technology products and services are being launched every day. Marketing messages promising all kinds of benefits flood your target audience on all channels. How can you make sure that your message is heard and noticed over and above the general chatter? By leveraging your position as an industry expert and thought leader.
Thought leadership is not created overnight. Take some of the most eminent experts in your field of specialism. What are they known for? How long have you been aware of them as industry experts? Where have you heard about them? Do you know them in connection with one specific product? Probably not.
True thought leadership is based on industry expertise, not just product knowledge. You know your market and how your product range fits. You are probably very aware of a number of vertical sectors in which your product is being specified and their particular issues. Take advantage of this knowledge and you take the first step on the road to thought leadership.
It is extremely important to be honest with yourself and your communications team about whether your product is a true first and really unique in the market or not. It will harm your thought leadership standing if advertised as such when it really isn’t. If it isn’t unique, concentrate your messaging on other important features and how it fits with existing technology and improves it.
Take a mental step back from your product and the sales target figures it is supposed to achieve soon after launch. Consider the wider industry and the impact your technology can make on this environment. Perhaps there are solutions in development that will make a difference in a few months or years? Are you aware of the latest relevant scientific research?
Preparing the ground by establishing thought leadership takes time and effort. But, once a reputation is established, it is much easier to maintain it with regular communication and information and will benefit you and your team in the long run.