Rethinking the Customer Press Release: How to Make It a Win-Win

Make them the hero, and let your audience connect the dots back to your product in a more understated way.

The format of the win-win release goes like this:

  • The headline announces, “Customer Continues to Lead its Industry By Adding New Innovations;”
  • The body of the release focuses on the customer’s goals and how they are achieving them; and
  • The cherry on top is a quote from the brand praising the customer, and expressing gratitude to have the opportunity to help fulfill the customer’s vision.

You see the difference? If I’m the PR representative for your customer and you put a press release like that in front of me, I’d be silly not to approve it.

You could even make the argument that such a release, coming from a third party, actually helps the customer more than one they distribute themselves.

You’ve turned the release into a form of third-party validation for the customer as well as for the brand. And that’s a win-win.

Scott Baradell is CEO of the unified PR and marketing agency Idea Grove[1], one of the top 25 technology PR firms[2] in the United States. Scott is currently writing Trust Signals: The New PR[3],  introducing a new framework for the practice of public relations, to be published in 2021.

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  1. ^ Idea Grove (
  2. ^ top 25 technology PR firms (
  3. ^ Trust Signals: The New PR (

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