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Technology PR: How to Make A Better Widget
Lesson 1: Has Anyone Seen my
VAP?
Arguably the hardest obstacle facing an emerging growth company
is to define what defines its ‘emergence.’ An intended
emergence for an organization is usually centered on a specific
product, service, technology or an entirely new approach to an old
process; in short, a singular characteristic that allows the company
to stand apart from its competition. Most often this characteristic
is referred to as an organization’s VAP, or its value added
proposition.
Internally, within the organization, it should(!) be a relatively
easy task to define one’s VAP. Hey, an organization’s
VAP is why the company was created and sustained in the first place!
Externally, however, it could be an entirely different story. That’s
where public relations comes into play.
The odds are if your organization is an emerging one, you’re
almost always the small fish in a pond of seemingly endless proportions.
Getting your voice out there is a near-impossible task if you approach
the process blindly. Have no fear: you are armed with Mighty VAP!
and hopefully a good public relations team, whether internal, external
or both, that can maximize your widget’s greatness in a sea
of a million widgets.
The good news is that a solid VAP, regardless of the size of your
fish or the prestige of your widget, can be maximized if approached
correctly. A good public relations firm understands that the true
value of a VAP is best measured by its role as a company’s
market differentiator. One cannot be a ‘leading provider’
if its VAP is providing something that already exists in the marketplace.
The biggest challenge lies in having your entire organization, from
your executives. . . to your engineers. . . to your public relations
professionals. . . all speaking the same VAP language.
Lesson #2 will approach the nuances of achieving The Essence of
VAP-ness, and how to make your widget talk.
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