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With parity features, PR often prefers not to mention them loudly since they show we are behind the competition. What are your thoughts on that?

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3 Answers
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  1. Bhavika Thakkar
    Bhavika Thakkar

    Microsoft Sr. Director of Product Marketing & Growth- Copilot | Formerly Adobe, GoDaddy, Xero • 3mo

    You may not need PR at all for parity features — focus on influencer evangelists and social proof, or use a case study angle if you do go through PR. Two approaches: 1. **Skip traditional PR**: Focus instead on influencer evangelists and advocates on social media to create buzz through those channels. Social proof can be more effective than a press release for parity features. 2. **Case study route through PR**: If you do go through PR, frame it as a customer success story — 'We implemented this ...Read More

    551 Views
  2. JD Prater
    JD Prater

    Ting VP of Marketing • 3mo

    Use the PR FAQ framework to align internally, and consider founder-led PR as an alternative channel — not everything deserves a press release. Additional strategies: 1. **PR FAQ framework**: Write out the press release and FAQs before anything is even built. The FAQs address where customers will be excited and where they'll be disappointed — a great alignment tool with product teams. 2. **Not everything deserves PR**: That's a valid and important principle to internalize. 3. **Founder-led PR**: ...Read More

    520 Views
  3. Chandra Patel
    Chandra Patel

    Salesforce Senior Director of Product Marketing • 3mo

    PR is right that coverage on product announcements is hard — reserve formal PR for Tier 1 launches and use blogs, customer success stories, and other creative channels for parity features. Key points: - Getting media coverage on product announcements has always been difficult, so PR teams are just being realistic. - Reserve formal PR and press releases for Tier 1 launches — the big, real innovation. - For parity features, use your blog and customer success stories. PR teams love showcasing custo ...Read More

    545 Views

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