Have suggestions for products that you'd like to see reviewed by our real estate technology expert? Email Craig Rowe. I recently received an email announcing the launch of a new product with an invitation to review an attached 3-minute YouTube overview. Subsequent emails about the logistics of a demo showed growing hesitancy on the part of the sender. The conversation then culminated with a comment about wanting to hold off writing anything until the app was "polished." This brings us to mistake No. 1 1. Not being truly ready Do not send anything about your product or company news to a member of the media until it is good to go. With respect to lingering bugs or updates with software, share them. Rarely would I view a new product's slights as reason to discourage users from considering it. You could request an embargo -- that's journalism lingo for deliberately withholding news until an agreed-upon date -- but embargoes have to be earned first, then heavily justif...
- Have no more than two, preferably one, primary contact at a company for relaying news to the media. The second should serve only as a back-up.
- Reporters are reasonable people until they're given a reason not to be.
- Careful wording is good, as long as the words mean something.