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 What's PR got to do with it?
Ed Lee
Ed Lee
Ed Lee has been around EDA since before it was called EDA. He cut his teeth doing Public Relations with Valid, Cadence, Mentor, ECAD, VLSI, AMI and a host of others. And he has introduced more than three dozen EDA startups, ranging from the first commercial IP company to the latest statistical … More »

what’s YOUR story?!?!

 
March 4th, 2013 by Ed Lee

In a casual conversational exchange I overheard last week at DVCon (which reminded me of what Steve Jobs said to John Scully –  “Do you want to sell sugared water for the rest of your life or do you want to…change the world?” –  someone asked if the other’s company wanted to dink out press releases forever or if the company wanted to tell a story that mattered to its audiences.

This conversation got me thinking……There’s nothing wrong with sending out press releases but companies get optimal effect and value when they issue press releases for more than mere information distribution.

What would that be? To reinforce, substantiate or bolster the company’s story. Sending out press releases (or saying, writing or doing any outbound efforts) ought to convey at least one of the company’s message points.

What are message points? The themes that a company wants to get across to its audience about its own value. Maybe that value has to do with making SPICE faster (when the competition’s SPICE runs slow), or being able to see the inner workings of a cell characterization block (when the competition’s blocks are black boxes).

In the end, the value conveyed by the company’s message points end up telling the story about how your company is different…that’s what I think the conversation I overheard was getting to.

Thoughts?

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4 Responses to “what’s YOUR story?!?!”

  1. Dick Selwood says:

    Come on Ed. In an ideal world you are right. But as soon as you get shareholders and an Investor Relations person or team, then the pressure for a steady stream of releases “to keep the analysts happy” becomes irresistible.

  2. Ed Lee Ed Lee says:

    Hi Dick,

    totally agree that reality sets in. I guess my point in relating this overheard conversation is that we try to raise the bar and try to keep focused on telling the company story, as much as we can. Sure, as you note, there will be leakage (for lack of a better word).

  3. Dick Selwood says:

    Incontinence may be a better word?

  4. Ed Lee Ed says:

    Hey Dick,

    ok, you have me chuckling with that synonym. ;-) I wanted to say “I won’t touch that with a ten foot pole.” But then, we’d wonder what the antecedent was to “that.”: Thanks.

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