Building Brand Awareness in 2025
Increasing brand awareness is a top goal for B2B companies in 2025. But what is a brand? And how can you evolve it to meet your changing company...
This is a new, trust-based economy. As advertising effectiveness decreases, the value of articles and other quality content increases. Fresh and on-message PR helps your company gain visibility as well as credibility among investors, customers, and industry peers. High-quality, relevant press releases offer:
Despite these benefits, we've found that many of the medical device and tech companies we work with don't often (or ever) write press releases. Many of these companies simply don’t realize that what they're doing is newsworthy. They're innovating, inventing, and growing, but they’re not sure what activities to share or how to share them. It's our job to help clients recognize newsworthy stories and tell them in a way that’s informative and compelling.
Various activities can merit a press release, from a new website to a strategic hire. For a new product launch, look to promote newsworthy topics and angles besides the launch itself. For example:
While you likely won't be writing all of these press releases every time you launch a new product, the list should give you a better idea of the different stories you can tell. See the video presentation below for example press release headlines and timing.
Another way to make your news stories more compelling is to tie them into current events. Some timely topics for the medical device industry include:
Press releases are a great medium through which to answer: How is your company or product helping to address pressing industry concerns or changes? Just make sure that your "newsjacking" is tactful; don't mention a topic or event unless it truly applies to your story — even if it is a trending topic on social media.
Increasing brand awareness is a top goal for B2B companies in 2025. But what is a brand? And how can you evolve it to meet your changing company...
Why Even Innovation Powerhouses Struggle to Launch Breakthrough Products (and How to Fix It) In recent years, product launches have slowed. Even...
We work with B2B leaders every day who have extensive marketing data, but don't know what to make of it. It's hard to know you're on track to meet...