June 3, 2009
Don’t assume that reporters (or even analysts) will know and understand basic facts about your industry, company or product/service. Oftentimes, they know less about the topic at hand than you think! It’s good practice to always “start at the beginning” by providing a quick snapshot of your company and product overview while incorporating your key positioning messages throughout the discussion. Better to error on the side of repeating information they may know (in which case, they’ll tell you) versus assuming they understand. It can make the difference not only in the coverage results you get, but also help to position you as a potential source they can call on in the future.