Everyday my inbox is filled with PR firms sending me press releases. They normally have the same format, which goes as follows;
“Company X, the leading vendor of Y, is pleased to announce that they are now a preferred partner of Company Z. The combined product offering will make them the leading solution in the CRM space.”
6 months later, nothing has happened as a result of the “partnership”. No new business, no new traction, no new products, and soon a new press release comes out that announced that Company X is now partnered with Company A’, and that this partnership is really big news, and things will happen, and blah blah blah.
I wonder if PR firms realize that analysts, and smart end users, remember these announcements. In some cases (such as mine), even track them to see what happens 3 months out, 6 months, one year. Since in better then 90% of the time, nothing happens, it makes us just a bit jaded when we see these releases.
A word of advice. Stop over selling. Stop trumpeting every paper partnership as the Next Big Thing. Start just informing us of events, and then…and I know this will be a change a pace…actually tell us when something substantial happens.
You can get back to your day.
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