Why your IoT press release might miss the mark

In the crowded Internet of Things (IoT) market, gaining visibility can be tough, so this post will explore common pitfalls in IoT PR releases and how you can avoid them to ensure your message not only reaches but also engages your target audience effectively.

IoT means a lot of things to different people, for example a Smart Home technology like Homelink; a dedicated IoT network like Sigfox; regulations such as Matter and Product Security and Telecommunications Infrastructure Act or IoT and IIoT design services offered by embedded electronics consultancy like ByteSnap Design. There are of course specialist IoT press, but many other sectors can also cover IoT stories, so defining and then appealing to different audiences can take some skill.

Common pitfalls in IoT press releases

Lack of newsworthiness

Just because a product or service is new doesn't necessarily make it newsworthy. Your press release should clearly state why your IoT solution matters – its impact on the industry, innovations, and its unique approach to solving a problem.

Ignoring target audience needs

Be ready to customize a press release. A common mistake is crafting a one-size-fits-all press release that fails to address specific concerns or interests of different segments within the market.

Technical jargon overload

While IoT products are technical, using too much jargon can alienate general journalists and potential clients who may not be tech-savvy. Simplifying the language without diluting the content is key.

Underestimating the importance of storytelling

This is helpful when targeting consumer press. Humans are naturally drawn to stories. An IoT press release that tells an engaging story about how the technology improves lives or drives business efficiency is more likely to capture interest and be shared. Having actual user stories can make a real difference.

Inadequate distribution strategy

Even the best press release will miss the mark if it doesn’t get in front of the right eyes. Update lists constantly and ensure the right distribution list is in place before sending out the release. You can always test it before sending the news to avoid the dreaded - “I no longer work at” response.

Crafting a press release that hits the mark

To ensure your IoT press release stands out, consider the following strategies:

Make the headline attention-grabbing: Get controversial, or if your firm is partnering with a global tech firm, put their name at the front; try to avoid puff words like "revolutionising".
Highlight the problem and solution: Start by clearly outlining the industry-specific problem your product addresses and how your solution is different or better than existing ones.
Use data effectively: Incorporate relevant data that supports the significance of your innovation. This can include market statistics, research findings, or performance metrics.
Include quotes: Adding insights from industry experts or satisfied customers can add credibility and a human touch to your release. If you can get a client or partner to add a quote, go for it.
Use a great image: A picture, after all, speaks a thousand words. We recommend investing in a photographer if you have a product to sell and, ideally, as well as cut out shots, have a device in situ for lifestyle images.
Optimise for SEO: Ensure that your press release is discoverable online. Use keywords that potential clients and industry insiders are likely to search for.
Follow up: After distributing your press release, follow up with key contacts. Be wary though not to ask “did you get my press release”, instead offer some additional information or an interview with a key company representative to keep the momentum going.

A successful IoT press release is more than just an announcement; it's a strategic tool that can enhance your company's visibility and position it as a leader in the field. By avoiding common pitfalls and employing a targeted approach, you can ensure your press release effectively communicates the value of your IoT solutions and reaches the right audience.

By understanding these nuances and crafting your press releases with precision, your company can stand out in the crowded IoT landscape, catching the eye of journalists and clients alike.