While it is super-great that the product group created a new and faster computer, what's the real news value in this? How does a communications professional sell this to the media?
Simply announcing a faster, better computer isn't news.
This will inspire eye-rolling among journalists and your credibility level will drop. Your job as a communications professional is to ask your clients what this means for their customers. Your client must be able to produce an actual customer (or a real person who will benefit from the news you are announcing) who can be used in a story and as a reference for the press. When I worked at Unisys, we had a rule with our client groups. We would plan our public relations plan around their new, faster computer, but without an actual customer success story, we'd kill the launch date of any news releases and any media tours (stressful when you have travel booked and interviews scheduled). It's not always pleasant to be the bad guy, but you are doing your company a favor. Media will start to discount everything you put out if you don't have anything substantial to offer.
The media wants more than just the "newer and faster" line. They want a story. A story involves a customer...people...a real world application of how this newer and faster thing improves lives, increases efficiencies or saves money. Without a real case study willing to go on record as a success story, you have nothing but fluff.
So what? This is the question you should be asking yourself on a daily basis. It's the key to pitching better stories to the media and gaining their respect. Always make your clients answer this question before moving forward with issuing a press release. Asking yourself "so what?" on a daily basis as you write and prepare media pitches will make you a better communications professional and will lead to more successful results.
