When a vendor issues a press release they normally like to include an analyst quote saying something positive about a new product or new version of a product. Press releases are pretty much written to formula. I get them all the time and, I’m looking at one now. Usually I read the headlines and move on, unless I need the contact information at the bottom. Here’s a condensed example, with the names of the vendor and product details obliterated to protect the guilty:
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For Release April 25th, 2008
BulletResistant Software Delivers Superfast Bullet-Proof Database
San Jose, CA – April 25 2008 – BulletResistant Software™ (www.bulletresistant.com), the global leader in rugged database technology today announced the availability of KevlarDB™ – database software that is truly and provably bullet-proof, indicating the company’s deep commitment to extreme data protection and improving the success of mission critical and battlefield queries.
“We’re very excited by the potential of KevlarDB™” said Simon Sixpack, CEO of BulletResitant, “Data protection is core to the use of distributed database throughout the world and KevlarDB™ delivers the kind of high-speed data protection that enterprises have been demanding from database vendors for years.”
“With KevlarDB™, BulletResistant Software™ has taken a lead over the competition ,” said Robin Bloor, technology analyst and blogger at HaveMacWillBlog.com, “In product demonstrations, I saw KevlarDB™ successfully deflect a vicious data attack by terrorists armed with rocket-propelled grenades and it was impervious to a drive-by shooting from several latino gang-members with AK47s. I tested it myself by emptying a Colt 45 into a couple of disk drives and it didn’t even groan. I have little doubt that this product will sell well in Texas.”
KevlarDB has the following features:
- ANSI compliant implementation of BSQL (Battlefield SQL).
- Object Oriented optimistic locking.
- Two-phase WTF decommit.
- Cruise missile interface.
- Fault intolerant operation.
KevlarDB™ is currently available via download from www.bulletresitant.com/kevlar/try-me-for-size. For more information on KevlarDB™ and related products, please visit: www.bulletresitant.com/kevlar.
About BulletResitant Founded in 1999, BulletResitant is the leading global vendor of rugged battle-ready database software, providing users with the flexibility to manage and query large volumes of database information, while under fire from criminals, terrorists or rogue states – or even while being mugged. To learn more about maximizing your data protection, visit www.bulletresitant.com.
Public Relations Contacts:
Brenda Badass, Badass Public Relations
(801) 700-2362
brenda-at-basadd-dot-com
Desi Arnez, VP of Marketing, BulletProof Software
(801) 799-2178
desi-at-bulletproof-dot-com
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The approximate press release formula is:
- Write a headline
- Tell the product story in brief, with value proposition, business benefits and points of differentiation.
- Indicate that the CEO is beyond-excited-and-out-of-control about this product announcement.
- Get an analyst or customer to say something complimentary.
- Add some details.
- Provide contact information.
The motivation for going through this ritual is that weekly or monthly magazines need news stories and if there’s a shortage of really interesting news, the press release may get rewritten as a news story and dropped into the magazine. Alternatively, if the press release really is news – unlikely, unless the press release was issued in conjunction with a press conference – the reader has all the information needed to delve into the story.
The Analyst and the Journalist
The reason that analysts are asked to provide quotes for press releases is that they are presumed to be independent commentators. When I provide such comments, it is because I had a briefing on the product/service and expressed the opinion that there was something impressive about the product/service. So the company asked if I’d be willing to be quoted (and also if I’d be willing to field calls from journalists) and I said “yes”. I never take payment for doing this – that would be dishonest and would smell bad.
In most cases, I get very few calls when I provide such a quote. Often there are none, sometimes there are one or two. Journalists usually suspect that the analyst is simply doing the vendor a favor and isn’t really sincere.
However, I do get calls from journalists fairly regularly, mostly from ones I’ve talked to before. It’s rarely because of press releases. It’s because they have me on a list as having knowledge in various areas of IT. Because I know that when they call they need to have the conversation NOW, I’ll normally interrupt whatever I’m doing to speak to them. That’s one of the reasons they call me. I’ll normally have a long conversation with the journalist, discussing with him or her how I view the whole technology area or event that prompted the call. Quite often I don’t even get quoted. I suspect I get quoted about one conversation in three on average.
I don’t care and I don’t complain. I think of it like this: I have a relationship with the journalist. Every now and then they call and we chat. Sometimes they quote me, but every single time I influence what gets written. I provide the perspective and that perspective normally gets into the news story or article in some way.
The point here is that if you try to measure an analyst’s influence in the press by how often they are quoted, it’s an inaccurate measure. There’s a kind of iceberg effect. A lot of the influence is hidden. And the important influence is usually in the area of how the news gets slanted rather than in the quote itself.
In the next posting on this topic I’ll discuss another aspect of the hidden influence that analysts have on journalists.
Note: This posting is one in a series of postings that deals with the topic of dealing with analysts. Click here for links to other postings in the series.
