"PingGo helped me to get over the initial reticence I felt talking about Findr. It asked me the difficult questions any journalist would ask."
Findr's founder Alex Hewitt was soft launching the product in beta to trade and local business press. He wanted a press release to get the attention of local companies as well as freelance photographers.
Alex's story: As a former picture editor for national newspapers I know how important PR is to creating mass awareness for a brand to support the other marketing activities I am doing. I know what a press release should look like. I must have read thousands in my time on newspaper picture desks. But writing my own was different. It meant I was coming out from behind the lens and putting myself front and centre. That made me very uncomfortable. PingGo helped me to get over the initial reticence I felt talking about Findr.
It asked me the difficult questions any journalist would ask. Forcing me to explain what Findr is and why anyone should care. PingGo then took my answers and put them in a logical order. Giving the bare facts - who, what, where, when, why and so what? - of Findr. I only went to two media outlets - one business and one trade.
I knew I was too early for front page of the Sunday Times and was very realistic about what a beta soft launch could get. I approached an old contact in the business press and he gave me what we call a nib - news in brief. But the trade magazine I approached gave me a double page spread.
"I could then go in and use the editing tool to polish the writing until I was absolutely happy with the final press release . It also meant I didn't have to start with a blank sheet of paper. It helped me to collect my thoughts and start to hone them into key messages for Findr."