This is a timeless issue – many companies only want to discuss topics directly related to their product or service. While this sweet spot is undeniable, it doesn’t have to mark the boundary of what corporate spokespersons can comment on. In fact, only entertaining topics that solely focus directly on a company’s products or services can prevent the business from reaching its full media coverage potential, not to mention stifle their potential visibility in related marketplaces.
Salesforce.com is great example. While beginning its path as a CRM software provider, the company, thanks in much part to Marc Benioff and a savvy PR/marketing team, has transformed itself and entire industries including SaaS and Cloud computing. The company looked beyond the CRM marketplace and pushed the envelope – not only in it’s technology but it’s forward-looking views that distinguished Salesforce.com as a revolutionary leader. Bottom line – thoroughly evaluate what your business means to the future of your industry and the greater marketplace – and don’t be afraid to discuss periphery topics. It just may be the door-opener to a new market or expanded use of your solution.