--- title: Anatomy of a Customer Press Release description: The best customer press releases are about the customer, not the vendor. That's the win-win approach that gets all participants excited about the release. image: https://www.trustsignals.com/hubfs/anatomy%20of%20a%20press%20release.jpg --- [![Trust Signals Trademark](https://www.trustsignals.com/hs-fs/hubfs/Trust%20Signals%20Trademark.png?width=300&height=82&name=Trust%20Signals%20Trademark.png) ](https://www.trustsignals.com/) - [About](https://www.trustsignals.com/about) - [Book](https://book.trustsignals.com) - [Blog](https://www.trustsignals.com/blog) - [Rankings](https://www.trustsignals.com/blog/tag/rankings) - [Contact](https://www.trustsignals.com/contact) [ << Back to Blog ](https://www.trustsignals.com/blog) [Media & Third-Party Validation](https://www.trustsignals.com/blog/tag/media-third-party-validation) # Anatomy of a Customer Press Release ![Image of Scott Baradell](https://www.trustsignals.com/hubfs/Images/scott-banner.jpeg) ###### Scott Baradell **Published:** Aug 25, 2020 **Last Updated:** Aug 28, 2020 ###### Share [mailto:?subject=Check%20out%20https://www.trustsignals.com/blog/anatomy-of-a-customer-press-release%20&body=Check%20out%20https://www.trustsignals.com/blog/anatomy-of-a-customer-press-release&media=https://f.hubspotusercontent30.net/hubfs/7507638/anatomy%20of%20a%20press%20release.jpg](mailto:?subject=Check%20out%20https://www.trustsignals.com/blog/anatomy-of-a-customer-press-release%20&body=Check%20out%20https://www.trustsignals.com/blog/anatomy-of-a-customer-press-release&media=https://f.hubspotusercontent30.net/hubfs/7507638/anatomy%20of%20a%20press%20release.jpg) In June, I wrote a post for the Business Wire blog called ["Rethinking the Customer Press Release: How to Make It a Win-Win."](https://blog.businesswire.com/rethinking-the-customer-press-release-how-to-make-it-a-win-win) In the post, I discuss the reluctance that many customers have for appearing in vendor releases and the ultimate reason for that reluctance: customers see these releases as benefiting the vendor, but they don't see much in it for them. That's because most PR agencies issue customer releases using the following model: - The headline announces, “Customer Chooses Vendor to Solve Some Otherwise Unsolvable Problem;” - The body of the release takes a case study format of problem-solution-result to show how the vendor saved the day; and - The cherry on top is a customer quote praising the vendor. This model makes the vendor the star of the release. A better approach is to flip that model on its head and make the customer the hero.  Idea Grove did that very literally in a press release we distributed today.  The news in our press release is a strategic pivot Idea Grove has taken as a result of COVID. We have shifted more of our marketing focus to attract clients in B2B tech sectors that have been in higher demand as a result of the crisis. So, of course, our headline could have been the following: **"Idea Grove Successfully Pivots to High-Demand B2B Tech Sectors in the COVID Economy"** But that's not the approach we took. Because that would have made the announcement about us. We'd have made ourselves the star. Instead, we crafted the following headline: **"Idea Grove Lands B2B Technology Heroes as New Clients in the COVID Economy"** Under this headline is the following subhead:   *Leaders in remote learning, global webcasting, healthcare staffing, retail technology and drone-based cleaning solutions join Dallas PR and marketing firm’s client roster as the agency works to promote the technological infrastructure for the new normal.*   The body of the press release carried home this message. Excerpts:   *COVID-19’s heroes include courageous doctors and **nurses on the front lines, as well as grocery store clerks, delivery drivers, fast food **employees and mass transit workers, all of whom are exposing themselves to **greater risk to benefit society. There are other heroes, too: the B2B tech companies **providing remote learning, communication, cleaning and other technologies that **enable the United States to remain productive during this crisis.*   *Idea Grove, a unified PR and marketing agency for B2B tech, is proud to have **recently added to its client roster several companies whose work is helping **Americans through this difficult time.*   Finally, rather than having client quotes praising Idea Grove, we have quotes from Idea Grove praising our customers:   *“These companies are heroes to us,” Idea Grove CEO Scott Baradell said. “B2B tech **innovators are among those who are building the infrastructure for the new normal. T**echnology time and again has been the hero for our society. On so many occasions, **when we have thought the U.S. economy was in decline, our innovation has saved **us and moved us forward. And so it will be in this case.”*   When you write your customer press releases this way, your customers will want to participate in them, because you've made the experience a win-win.    You've also told a better story in the process. [![Ready to make your brand more visible and trustworthy to both human buyers and AI systems?](https://no-cache.hubspot.com/cta/default/7507638/interactive-153859540751.png) ](https://cta-service-cms2.hubspot.com/web-interactives/public/v1/track/redirect?encryptedPayload=AVxigLLICw8PcBcsYLk6IU86PbUJVD4ht0ARlOHe5qwlBTbNVhg9HY8LTg8DdECQ2XlW4vycH4chdyZQHjjTFKxXdLRTxZWpkBLwu6RN4A9rVuBksXRMsSWl26aqBL6a%2FT8%2F3AroNkKaaV8J1AL2s7ePK%2BVQSZkEI4r7aWgaRKnv56Au6GqVfN5Vbw%3D%3D&webInteractiveContentId=153859540751&portalId=7507638) ![Image of Scott Baradell](https://www.trustsignals.com/hubfs/Images/scott-banner.jpeg) #### Scott Baradell Scott is founder and CEO of Idea Grove, one of the most forward-looking public relations agencies in the United States. Idea Grove focuses on helping technology companies reach media and buyers, with clients ranging from venture-backed startups to Fortune 100 companies. ###### Blog posts ## Related Articles [Media & Third-Party Validation](https://www.trustsignals.com/blog/tag/media-third-party-validation) ![Image of Scott Baradell](https://www.trustsignals.com/hubfs/Images/scott-banner.jpeg) ##### Scott Baradell ### [Earn Third-Party Validation with Press Releases Featuring Your Customers](https://www.trustsignals.com/blog/earn-third-party-validation-with-press-releases-featuring-your-customers) If you want the news media to trust the claims you make about your product, one of the best ways to... [ Read more ](https://www.trustsignals.com/blog/earn-third-party-validation-with-press-releases-featuring-your-customers) [Website Design & Experience](https://www.trustsignals.com/blog/tag/website-design-experience) ![Image of Scott Baradell](https://www.trustsignals.com/hubfs/Images/scott-banner.jpeg) ##### Scott Baradell ### [Tell Your Superhero Story on Your "About Us" Page](https://www.trustsignals.com/blog/tell-your-superhero-story-on-your-about-us-page) Have you ever wondered why so many superhero movies are "origin stories" -- focused on that moment... [ Read more ](https://www.trustsignals.com/blog/tell-your-superhero-story-on-your-about-us-page) [![Trust Signals, a Registered Trademark of Idea Grove LLC](https://www.trustsignals.com/hs-fs/hubfs/Trust%20Signals%2c%20a%20Registered%20Trademark%20of%20Idea%20Grove%20LLC.png?width=300&height=82&name=Trust%20Signals%2c%20a%20Registered%20Trademark%20of%20Idea%20Grove%20LLC.png) ](https://www.trustsignals.com/?hsLang=en) - [Latest Articles](https://www.trustsignals.com/blog) - [Must-Reads](https://www.trustsignals.com/must-reads) - [Contact](https://www.trustsignals.com/contact) [Privacy Policy](https://www.ideagrove.com/privacy-policy/)  |  [Terms of Use](https://www.ideagrove.com/terms-of-use)  |  All Rights Reserved. © 2024 Idea Grove LLC [Follow us on LinkedIn ](https://www.linkedin.com/showcase/trust-signals) [Follow us on Twitter ](https://twitter.com/Trust_Signals) [Follow us on Instagram ](https://www.youtube.com/channel/UCAZE-jawJu0kizmRKCb7A0w) [Follow us on Quora ](https://www.quora.com/profile/Scott-Baradell) [Idea Grove Website ](https://www.ideagrove.com/) [Follow us on Facebook ](https://www.facebook.com/DallasSEO/) ```json { "@context" : "https://schema.org", "@type" : "BlogPosting", "author" : { "@type" : "Person", "name" : "Scott Baradell", "url" : "https://www.trustsignals.com/blog/author/scott-baradell" }, "dateModified" : "2020-08-28T11:31:42.144Z", "datePublished" : "2020-08-25T13:00:00.000Z", "headline" : "Anatomy of a Customer Press Release", "image" : [ "https://www.trustsignals.com/hubfs/anatomy%20of%20a%20press%20release.jpg" ], "mainEntityOfPage" : { "@id" : "https://www.trustsignals.com/blog/anatomy-of-a-customer-press-release", "@type" : "WebPage" }, "publisher" : { "@type" : "Organization", "logo" : { "@type" : "ImageObject", "url" : "https://www.trustsignals.com/hubfs/Trust%20Signals%20-%20Phase%201%20Redesign/trust-signals-logo-1.svg" }, "name" : "Media Orchard LLC" } } ``` ```json { "@context" : "https://schema.org", "@type" : "Organization", "address" : { "@type" : "PostalAddress", "addressCountry" : "US", "addressLocality" : "Dallas", "addressRegion" : "TX" }, "alternateName" : [ "TrustSignals", "Trust Signals Marketing" ], "description" : "Trust Signals is a B2B PR and AI visibility agency founded by Scott Baradell, creator of the Trust Signals® framework. 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