I recently ran into a friend at a trade show who had a batch of great news, including the fact that a major OEM had just adopted his software in favor of technology the OEM had tried to develop internally. He was justifiably thrilled that this well-known OEM had in effect admitted his start-up did a better job on this software than the OEM could do in house.

He proudly showed me the resulting press release, which reflected none of the importance – for either my friend or the OEM – of the announcement. It was couched in the usual generic terms of “Joe Smith and Well-Known OEM Collaborate To Deliver NAS Solutions to the Market,” going into no further details than to say they had ensured that the OEMs hardware would work seamlessly with the start-up’s software.

Now I know my friend had no leverage to force the OEM to admit it couldn’t do what his much smaller company was able to. But there are suggestions my friend could have made to his OEM partner, or their PR agency, which would have at least made things clearer:

Explain who is delivering what: “Start-up LLC’s innovative de-duplication software, when seamlessly integrated with OEM Corp.’s industry-leading encryption silicon, will deliver new levels of price-performance to SMB archiving customers.”

Explain specifically why the start-up was chosen: “OEM Corp. surveyed the marketplace for open, expandable storage management software. It found that Start-Up LLC’s de-duplication software delivered the greatest performance with the least application overhead. Furthermore, its unique object-oriented design assures it can be easily enhanced to support future encryption standards.”

Explain your uniqueness: “The combination of encryption silicon from OEM Corp. with de-duplication software from Start-Up LLC, provides both of these critical capabilities at costs of 50 percent less than competing solutions, while reducing the impact on application response times by up to 80 percent.” 

Don’t say how delighted you are: Ditch the boilerplate quotes like “Start-Up LLC is proud to have been chosen by OEM Corp. as its strategic partner for blah, blah, blah?” This just creates more clutter to wade through before the editor understands what you’ve done and why they should care. If you have to say you’re happy to have found each other, at least say something about why you’re happy.

If a partnership is important enough to issue a press release, it’s important enough to explain in plain English to those who don’t live and breath your business.

Author: Bob Scheier
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I'm a veteran IT trade press reporter and editor with a passion for clear writing that explains how technology can help businesses. To learn more about my content marketing services, email bob@scheierassociates.com or call me at 508 725-7258.

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