In a previous post, I talked about press releases – more specifically, their effectiveness in influencing prospect and new client decision-making.
I then posted the following question on social media to solicit feedback from my 58,000 followers/connections:
Here is a response I received on Twitter that echos the sentiments of almost every reply to my question on all mediums:
David Loseby MCIOB Chtr’d FAPM FCMI FCIPS Chtr’d FRSA MIoD MICW
Another industry thought leader expanded on David’s comment with his response:
Duncan Jones, Vice President, Principal Analyst at Forrester Research (Retired)
Considering the above, what is a “good” press release, and what makes it good?
On December 20th, 2023, I received the following press release from digital signature company Certinal with the following heading:
That is a pretty bold statement. The first question that came to mind was, “Can they back it up?”
Here is what stood out to me:
A few notable giants in the industry who made the #switchtoCertinal are Magna Powertrain, NESR, Selecta AG, and Bumrangrad International Hospital.
Petr Hurab, Group Procurement Manager Controlling & E-Sourcing at Selecta AG said, “Selecta’s journey with Certinal has been marked by efficiency and cost savings. The platform easily integrated with our existing systems, contributing to overall operational excellence. The fast and helpful support, along with included features, sets Certinal apart from our previous vendors”.
Valmore Bloomberg of ABT stated, “We were looking for a disruptor. Certinal stood out, entering into the market looking to make an impact and provide a solution from an easy-to-use standpoint that can be implemented quickly.” which highlighted how Certinal’s transformative solutions have revolutionized their workflow, elevating efficiency to new heights.
Multiple wins and direct-from-the-client feedback on why they chose Certinal. This is certainly not chest-pounding, logo-pushing text. Instead, real people with backgrounds you can check on LinkedIn. I like that!
Icing on the Proverbial Cake
What brings the message home is the following statement from Certinal’s CEO:
Aatish Dedhia, the visionary CEO of Certinal, said, “Bloated Pricing by erstwhile leaders held back widespread adoption of e-signature tools in large enterprises. We have solved that. Along with that comes Industry recognition in the IDC Marketscape, putting Certinal as a global leader. This simply reaffirms our dedication to excellence.
To be fair, there is a bit of a “take no prisoners” and “we are the champions” undertones. However, the real meat of this PR is the tangible, easy-to-understand reasons why they have landed these and other clients versus hyperbolic technical jargon.
Of course, and as stated in the previous post and below in this post, “Press releases, however, can only do so much.”
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Procurement Insights
Stop The Presses: Dissecting Certinal’s Latest Press Release
Posted on December 28, 2023
0
In a previous post, I talked about press releases – more specifically, their effectiveness in influencing prospect and new client decision-making.
I then posted the following question on social media to solicit feedback from my 58,000 followers/connections:
Here is a response I received on Twitter that echos the sentiments of almost every reply to my question on all mediums:
David Loseby MCIOB Chtr’d FAPM FCMI FCIPS Chtr’d FRSA MIoD MICW
Another industry thought leader expanded on David’s comment with his response:
Duncan Jones, Vice President, Principal Analyst at Forrester Research (Retired)
Considering the above, what is a “good” press release, and what makes it good?
On December 20th, 2023, I received the following press release from digital signature company Certinal with the following heading:
That is a pretty bold statement. The first question that came to mind was, “Can they back it up?”
Here is what stood out to me:
A few notable giants in the industry who made the #switchtoCertinal are Magna Powertrain, NESR, Selecta AG, and Bumrangrad International Hospital.
Petr Hurab, Group Procurement Manager Controlling & E-Sourcing at Selecta AG said, “Selecta’s journey with Certinal has been marked by efficiency and cost savings. The platform easily integrated with our existing systems, contributing to overall operational excellence. The fast and helpful support, along with included features, sets Certinal apart from our previous vendors”.
Valmore Bloomberg of ABT stated, “We were looking for a disruptor. Certinal stood out, entering into the market looking to make an impact and provide a solution from an easy-to-use standpoint that can be implemented quickly.” which highlighted how Certinal’s transformative solutions have revolutionized their workflow, elevating efficiency to new heights.
Multiple wins and direct-from-the-client feedback on why they chose Certinal. This is certainly not chest-pounding, logo-pushing text. Instead, real people with backgrounds you can check on LinkedIn. I like that!
Icing on the Proverbial Cake
What brings the message home is the following statement from Certinal’s CEO:
Aatish Dedhia, the visionary CEO of Certinal, said, “Bloated Pricing by erstwhile leaders held back widespread adoption of e-signature tools in large enterprises. We have solved that. Along with that comes Industry recognition in the IDC Marketscape, putting Certinal as a global leader. This simply reaffirms our dedication to excellence.
To be fair, there is a bit of a “take no prisoners” and “we are the champions” undertones. However, the real meat of this PR is the tangible, easy-to-understand reasons why they have landed these and other clients versus hyperbolic technical jargon.
Of course, and as stated in the previous post and below in this post, “Press releases, however, can only do so much.”
30
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