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I get press release via email. Send a quick question. No reply. No story. This happens frequently. If you can't follow up, why should I write it?
Don't focus on the event, but the follow through. What did you tell the reporter that you would deliver and didn't?
HP Software had an entire two-day briefing with no pricing divulged. I almost walked out mid-way.http://strom.wordpress.com/2011/06/26/priceless-is-not-a-marketing-strategy/http://www.readwriteweb.com/cloud/2012/02/private-clouds-shouldnt-mean-s.php
There is simply no excuse for this. Or for sending frequent IM's too. And these emails were also sent to a second account too! And how about mis-addressed emails or group cc’s
Ask the reporter what he wants on the conference call. Don't leave the demo for the last two minutes when that is what gets my juices flowing
Any number more than three (you, me, and the client) is too many.
I make it easy for you: strominator.com has links to everything I have published in the last seven or eight years.
Know where your key influencers are currently working.
Use the comments field and discussion forums to add your client's POV to an article about your competitor. Really, it is ok. We all like to see more comments, esp. thoughtful ones.