However, not all products fare well. With so much at stake, here are the best ways to positively influence the outcome.

Make sure the product is ready for prime time

Reviews can require a lead time of 1-4 months, so it's tempting to want to get a new product out the door as quickly as possible. Because the impact of the review can be long-lasting, make sure your ducks are in a row.

In addition to a well-tested product, you'll need to deliver:

Not all products are good fits for reviews. If software requires lots of hands-on integration in a complex environment that would be hard for a lab to replicate, it's better to land a customer profile, than to risk criticism for these perceived shortcomings in a review.

Stack the odds with the right outlet

For a first-time review, turn to friendly editors who understand the company's value proposition and have a good relationship with members of the team. Some double as reviewers, others will help get it in front of the right person at the lab. For publications where the review and editorial teams are separate, provide background information and arrange a call to discuss the company and product, and follow up regularly.

There are also pay-for-play opportunities - often with industry-specific analyst firms, where reviewers will be more likely to highlight the positives, and gloss over any technical glitches that arise. They're also more willing to note that weaknesses are likely to be addressed in future versions. While these write-ups may lack the stature of an independent review, they can provide valuable endorsement by a credible source, especially if the product is not yet well known. The analyst then becomes a great resource for reporters seeking a well-informed third-party to weigh in on the product.

Manage the process - start to finish

Consistent communication can make a tremendous difference in the outcome of the review. A single point of contact is best. Typically, PR can take the lead and route questions and concerns appropriately. Spotting and addressing problems early is one benefit - but you also need to be sure the reviewer understands:

The end goal is that there are no surprises - and many stars - when the review appears in print.

Get to the point, fast.
Lead with the conclusion; what's the news and why does it matter? Reporters often won't read past the first paragraph if they can't find an interesting story in the first few sentences.

Don't bother with bloated quotes.
Reporters, analysts and investors see through the hype. It's much more effective to have a customer communicating the value of a service with solid ROI numbers, or tap an analyst to validate the market need.

Avoid geek speak.
Only the people who eat, sleep and breathe 'stochastic multi-dimensional optimization' understand what it is. Craft the release with your grandparents in mind. If they can't understand it, it's likely 95 percent of your audience won't either.

Keep it active.
Reporters and analysts are much more likely to sit up and take notice when you use active verbs.

Less is more, really.
News releases that top two pages are almost always too long. While one page is often restrictive, it's a worthwhile objective. And, no one reads the boilerplate, so keep it short.

At the same time:

Don't skimp on the details.
Reporters want the big picture, but they rely heavily on the facts. If you're issuing product news, include the price and when the product is shipping. If it's funding news, disclose the amount raised and the investors. And for customer news, make sure you share how long the company's been using your solution, and when possible, provide some detailed results.

Always include your URL and a contact number for reporters.