In recent years, tech companies have become experts at swaying media coverage in their favor, especially when it comes to new product launches. This article, dives into the five key strategies these companies use to create a “positive spin” on their products. Whether you’re a tech enthusiast or a casual observer, knowing these tactics will help you discern real reviews from corporate-driven promotion.
1. Leveraging Giveaways to Create Positive Hype
Giveaways have become a common part of tech product launches, with influencers and tech reviewers often asked to give away multiple units of a product as part of their review. These giveaways are often exciting, drawing in audiences, but they can subtly affect the reviewer’s take on the product.
Imagine a tech company offering 100 free pairs of earphones for an influencer to give away. While the opportunity seems generous, reviewers often haven’t tested the product thoroughly yet. This puts the reviewer in a tricky position: it’s awkward to criticize a product they’re simultaneously promoting in a big giveaway. This approach allows companies to turn organic content into subtle advertisements without an official sponsorship.
2. The “Coming Soon” Feature Strategy
Another common tactic is the “coming soon” feature. At launch events, companies highlight new, innovative features that spark excitement but aren’t quite ready. This tactic builds initial buzz while buying time to finalize the feature.
Consider Apple’s Deep Fusion feature announced with the iPhone 11 in the USA. Apple described Deep Fusion as a revolutionary camera function, and reviewers shared these details directly from Apple’s announcement. However, since the feature wasn’t yet available, it was impossible to verify. When it was finally released, the feature didn’t always live up to expectations, but by then, many people had already formed a positive opinion based on initial claims.
3. Embargoes: Controlling the Narrative and Timing
Embargoes are time restrictions companies place on reviewers, controlling when they can publish reviews. In theory, they allow reviewers equal access to products. However, companies sometimes impose a “dual embargo,” allowing only limited, first-impressions content at launch while delaying deeper reviews.
This dual embargo gives tech brands a twofold benefit:
- Multiple Waves of Coverage: First impressions create initial buzz, and detailed reviews come out just in time for pre-orders, maximizing exposure.
- Positive Reviews First: Reviewers often have restricted access, focusing solely on “hands-on” features and design rather than critical insights like camera quality or performance. This results in artificially positive early coverage, leaving audiences with a limited, often overly favorable, view of the product.
A Real-World Example
When Microsoft launched the Surface Duo, the company used this tactic heavily. Reviewers couldn’t test the software during their first impressions, creating an initial impression focused only on design. However, when the software was finally available, reviewers found significant flaws. This staged embargo approach misled many early readers and viewers, who initially saw only positive reviews focused on design.
4. Exclusive Interviews: PR Masked as Content
Exclusive interviews are appealing to influencers and journalists—they create unique content and increase engagement. However, companies often use these interviews to steer the conversation in their favor. For example, OnePlus offered an exclusive interview with co-founder Carl Pei to promote their OnePlus Nord launch, a budget phone aimed at a large audience. While OnePlus’s team had specific marketing points they wanted to focus on, the interviewer had to skillfully balance genuine questions with promotional content, showing how companies can use exclusives as subtle advertisements.
5. Out-of-Context Quotes: A Misleading Spin
Tech companies often use quotes from reviews in their own marketing materials. Unfortunately, these quotes can be taken out of context, distorting the intended message. In one instance, a review titled “The Perfect Samsung” was meant to praise Samsung’s overall performance while addressing certain recurring issues. Samsung, however, displayed this title prominently on its homepage, giving viewers the impression of an unreservedly positive review.
The use of reviewer mashups—short compilations of quotes from various reviewers—further supports this tactic. By selecting only positive snippets, companies can make any product look outstanding, even if reviewers had balanced opinions.
Final Thoughts: Spotting the Spin
In today’s tech world, companies have refined their media manipulation tactics, blending subtle promotions with reviews. From giveaways to embargoes and selective quoting, these strategies blur the line between genuine reviews and PR campaigns. Next time you read a tech review or watch a video, keep an eye out for these techniques and consider the context behind the words.
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