How to Treat the Press

With the SolidWorks annual user meeting that took place recently (SolidWorks World 2007), SolidWorks offersed a lesson in how to treat the press.

SolidWorks has done most things right by the press and because of it, the press is in love with the company. (Of course, no self respecting press person will admit to that outright and risk appearing biased.) None of my colleague has anything bad to say about SolidWorks. And, believe me, that is definitely the case with every CAD company!

Is SolidWorks a perfect company? How did SolidWorks get to be such media darling within the industry? Here are some possible reasons:

Product. It helps to have a product that is a market leader. Other companies may dispute leadership in terms of licenses, SolidWorks keeps its lead with a mix of technology, volume and momentum. Even if most editors may never use a CAD product or be hard pressed to distinguish the merits of one CAD product over another (a secret they keep to themselves), it's easy to get behind a leader.

Access. We just love being able to talk to the boss. It makes us feel important. SolidWorks makes its executives accessible to the press. Both John McEleney, CEO and Jon Hirschtick (founder) circulate freely during press events all hours of the day and night. You could be seated next to a VP, CEO or founder. They make you feel like you are the VIP. In contrast, executives from other companies seem to make only obligatory appearances but find more important things to do during the evening events, leaving staff members to shepherd the press corps from one place to another.

Editorial freedom. We can write what we want. Well, almost. I have had two calls over the years from SolidWorks requesting changes on what I had written but they have proven to be the exceptions. Also, the calls took the form a conversation, not a arm twisting. This is refreshing in an industry that abounds with editorial horror stories. I can't go into length on this subject because most of the stories start with "You can't print this but..."

Pick up the check. Though some of us work for established companies with expense accounts, most of us the rest of us journalists don't have deep pockets. So paying for expenses like hotels and airfare allow us to cover the story which we might not have been able to otherwise.

Gifts. Now calm down, it's not like they buy us cars. This years gift from SolidWorks was a mini voice recorder. We also got a "goodie" package sent to our rooms. Press gifts are becoming increasingly common at press events. In fact, the buzz about what one company will give out can get pretty loud before the event. In the past, gifts I have received have included logo clothing, Swiss Army knives (confiscated at airport), GPS units, Nano iPods. Probably the most expensive gift I have received has been a Compaq iPaq (which I lost) at COFES.

Connections. In the old days, a reporter called in his story on a pay phone. Nowadays, a Wi-Fi connection (which I don't use as I have wireless broadband) was available in the press room.

Caffeine. A well stocked press room. I generally eat breakfast in my room but I could tell the breakfast burritos and sandwiches were popular. I do love mini Starbucks set up in the press room as the Starbucks downstairs had long lines all day long.

Comments

[linxiong]

gifts I have received have included logo clothing, Swiss Army knives (confiscated at

[uggs outlet]

Eastern philosophies view Earth as a cosmic dream in which we are all actors in a play

[B. Sagdiyev]

Plus the PR girls are hot.