Throughout the industry most high-tech marketing professionals center their activities on positioning, packaging and promoting products. This is especially pronounced at companies that offer their products through retail and VAR channels. As such, it is only natural that the PR effort follow suit focusing on the products as the centerpiece of publicity campaigns. These campaigns almost always include a review program where writers for publications are given a product to try, test and write about.
The ultimate display of product promotion is allowing the product to speak for itself and by default the product becomes the voice of the company. A great strategy for flawless products that can 'speak' well. But even the greatest products can benefit from the power of a company voice.