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 hile many technical and scientific companies, particularly those with limited marketing budgets, deploy press releases
as a quick, cheap way to inform customers about new products and corporate developments, this strategy blurs the important distinction between sales collateral and other key corporate communications.
Just as your sales literature should help your customers make buying decisions, your investor and media communications should help these audiences do their jobs. Investors want to know how your newest product release fits into your overall corporate strategy and impacts your company's market position. The press needs to know why your new product is worth reporting to their readership. Releases, backgrounders, FAQs, and other materials undiluted with sales pitches will give your company credibility with these key audiences. And this may pay off in valuable press coverage and investor capital.
Deborah Ausman has developed all types of press kit materials and technology and corporate backgrounders for potential investors and other interested audiences. Her interest in learning about your products and your industry equips her to distill the facts about your business easily. In addition, if you prefer the type of exposure that comes from trade articles, Deborah Ausman can serve as a ghostwriter or editor to fine tune your messages (see Scientific Writing and Editing for more information on these services).
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