Writing a good partnership press release is not easy. So many releases use vague (or made up) terms, fail to identify what the partnership does or worse, leave out the benefits to the industry or consumer. I found a great example of a good press release that I’m going to walk through. I prefer take a good example than a bad since I assume that if you’re reading this, you have a release you have to create. (Besides, it takes too much time to delete all the names, change the industries and products to protect the guilty.) If you have never written a release before-check you the top 10 tips from PRW. or the real 101 at Infoscavenger.
The title has the names of both companies-two lines of thought on which company is first. One line of thought is the larger company-the one most likely to get picked up off the press wire goes first. (Since we are talking to small businesses here, I’m not going to go into the protocal for publicly-held firms). The second line of thought is for two small businesses-neither public-the first one listed is the one that has created and/or distributing the product. This gets down to the meat of the release. In this case, Co-Create and TechnoStar are announcing an integration–and CoCreate is the more established firm-yet TechnoStar is distributing the product. CoCreate has two reasons to be front and center vs. TechnoStar’s one….
First sentence…What the partnership DOES
2 companies named again…..today announced the availability of an integration between the two development environments to streamline exchanges between design and simulation within the product lifecycle management (PLM) process.
Perfect blend of “When”…the availability of ….the “what” an integration between to the two environements….followed by the “Benefit”…to streamline exchanges…etc.
2nd paragraph-a more detailed explanation
The direct connection between CoCreate’s 3D CAD software, CoCreate OneSpace Modeling, and TechnoStar’s simulation environment, TSV-Solutions, allows companies to quickly optimize product designs through rapid design and simulation cycles.
Again, very nice if you’re in the PLM space. Once more, the what, but this time, notice the product names are used. Releases are typically written for the press in mind–the title, the detail then spoodfeeing more info bit by bit if the reporter is interested in the story. Otherwise, all the details would be crammed in the first paragraph. Then the paragraph ends with another user benefit.
Market Impact–State of the Industry
Now the release does something particularly smart–it takes two paragraphs to summarize the state of the industry, which makes the case for why the product integration is necessary in the first place. Why you ask? Wouldn’t the consumers in this space or the media already know this? Some would. But remember that media change beats all the time, and someone covering Lifestyle yesterday might get shifted to covering manufacturing tomorrow, or technology–they don’t have the time to become an expert on everything. Rule number 1 of PR is “help the media out.” Do some of their work for them-or at least make their work easier by including this information. At the end-user/consumer end, potential buyers also change roles-from marketing to product management-and they need to get up to speed quickly as well.
Never miss anopportunity to position your company or product
The secondary benefit for the media (and consumers) who know this industry is that you have the floor to set up your company and product the way that benefits you the most. My only complaint with the first sentence in the following paragraph is that it makes a statement (it’s growing…) but fails to put in supporting data….read on..
Digital simulation software is growing on the desktop as more engineers analyze products for real-world conditions while they design. This trend toward everyday analysis – where digital simulation occurs as part of the daily design process – benefits companies by providing better product quality, reduced physical prototyping time and costs, and faster realization of optimal designs.
For companies in time pressured industries, moving from stage gate processes to lean and concurrent efforts helps to shorten development timelines. The integration between CoCreate OneSpace Modeling and TSV-Solutions allows the easy exchange of information so design and simulation run in parallel.
Quotes….A must have
Two quotes, from CEOs if the companies are small, and typically VPs or managers–the title is typically inverted to the size of the company–unless the release is deemed “strategic” to the business, and then it’s CEO—are included here. I’m under-impressed by the quotes in this release, but one never knows the parameters surrounding the quotes. One must be sensitive to existing partners, liability issues and if the company is public, the exacts words used to as not to artificially inflate the stock price.
“It is my pleasure to announce that CoCreate’s 3D CAD application, CoCreate OneSpace Modeling, can now be accessed from TSV-Solutions. CoCreate is known for their strength in the electronics and high technology industries, and this partnership offers strong support for our business,” said Masaru Tateishi, President of TechnoStar Co., Ltd.
“CoCreate’s 3rd generation approach to PLM advocates open and connected systems throughout the enterprise. That extends to integrations with other engineering applications on the desktop as we and our partners look to streamline the overall process of product development and lifecycle management,” said William M. Gascoigne, CoCreate CEO.
The last part is a round up of the release and contact information.
This release can be modified for any industry and upgraded to fit your partnership. Just don’t make up any new partnership words or phrases please….that is the biggest mistake newcomers make when issuing a partnership announcement.
Have questions on a release in your industry? Contact me at firstname.lastname@example.org