Reporters aren’t just interested in what’s new. They also want to see how companies and people are using your products.

Be prepared to give reporters the names and contact info for your clients who are willing to do case studies. If this is a new product, you will want to “seed” the marketplace with a few test sites that you can work with for reporters.

Also, prepare your customers for the kinds of questions reporters are likely to ask, such as:
How do you like this product?
How does it compare to what you tried before?
How hard was it to install or teach?
How much money has it saved?
How much money have you made from this? (If it can be tracked.)
What problem did the product solve?

If you can provide these answers, you’ll get a leg up on your competitors who don’t have this info!