By: Chris Piehler
When the editorial team at PRP sends our first draft of an earned media article to a new client, one of the most common questions we get in response is, “Can we talk about the product more?” This is totally understandable. Our clients are justifiably proud of what they have to offer educators, and they want to shout it from the rooftops. Shouting is not always the best way to convey a message, though.
If you want your edtech earned media to be effective, you have to consider your readers first. Like most of us, education leaders who have the authority to make purchasing decisions are inundated with advertising and marketing. Detailed descriptions of a product’s features or benefits (or even just repeated mentions of a product’s name) can make an article read like an ad or a user’s manual rather than an entertaining or enlightening story.
Don’t just take my word for it: research shows that mentioning your product “sparingly” leads to greater reader engagement than repeating your brand name over and over again. How can you strike a balance between creating awareness of your product and beating your readers over the head with it?
The guiding mantra I repeat to my team and our clients is “process, not product.” It’s easy to remember because it has alliteration, and it sums up our approach to creating articles that educators will read and remember. To inspire a time-starved superintendent or principal to read 800 words of anything, you have to tell a story that they connect with on a personal level. Tear-jerking tales of teachers and students who overcome overwhelming odds to find success are always powerful, but your article doesn’t have to make anyone cry to have an impact. Good educators are lifelong learners, so they’re always curious about how their colleagues do their jobs—they’re interested in the process.
The most effective edtech articles vividly illustrate how educators accomplish a professional goal, whether it’s teaching kids to read or making teachers feel empowered and appreciated. Sure, the story might mention products or services (and include links that point readers in the direction of more information, if they’re so inclined).
The key is not to start with the question, “What cool feature does this new gadget or software have?” It’s to start with the question that everyone involved in education is always trying to answer: “How did this educator improve teaching and learning?”
Thanks for sharing!