The “Wow” Factor – Consumer vs. BizTech Public Relations

Last week, I helped SpeakerBox client Cernium debut a new product, Archerfish Solo, to a media-only consumer electronics event: CES Unveiled. While not nearly as intense as International CES, Unveiled really put into perspective the differences between consumer and business technology public relations, particularly where the “wow” factor comes from.

For consumer tech PR, it’s all about the product and the innovation (the “wow” factor) behind it. Differentiation is key in the consumer space, and the chances of a successful PR program are increased dramatically if it can be shown how and why a product is not only different, but also superior to a competitor in the same space.

In June, I had the opportunity to spend some time with the folks at the Max Borges Agency, one of the leading consumer technology PR firms in the country. I got to see how they work, how they interact with their clients and, more importantly, how they go about pitching consumer technology. The emphasis on product was clear at Max Borges just as it was at Unveiled – agency skill notwithstanding, successful consumer tech PR campaigns live and die on the virtues of the product and the product alone.

Contrast this with business technology PR, where there’s not nearly as much differentiation in products. While Company A’s enterprise content management system might have more functionality than Company B’s, the space isn’t nearly as fragmented as, say, Zune versus iPod.

Rather than being the focal point, the product serves to be the conversational backdrop. The “wow” factor needs to come from how company experts are positioned and what they have to say about key industry trends. While the product might make it into the article, the focus is more on proving that company leadership knows what they’re talking about, making them appear knowledgeable to prospective clients.

Both consumer and business technology PR campaigns need the “wow” factor to be successful – where you find this trait is what differs. For consumer tech, it’s in the product. For business technology, it’s in the people.

-- John Terrill