High-Tech PR is an ever-changing battlefield. To succeed in the technology industry, more so than in any other field, our clients are required to display constant innovation and an understanding of the latest market trends.
Our job as a PR agency is to take the pulse of our target audiences and use that information to pump life into our pitches and press releases. We need to know what’s hot, and what’s not, at any given time:
- Tweeting: Reporters are flocking to Twitter in droves, and at least for the immediate future, they will continue to use the newest media craze. Most of these reporters get hundreds of emails every day, in addition to dozens of phone calls that they don’t have time for. But if you are the one PR pro who can respond to a reporter on Twitter, you’ll certainly stick out in her mind. Maybe in a few years we will be so inundated with tweets that it won’t be as effective, but for now, Twitter is an excellent method for responding to reporters.
- Tightening IT Budgets: We haven’t seen the end of the down economy just yet. So as chief financial officers are forced to make difficult decisions and IT directors continue to seek methods to reduce their budgets, editors and reporters are facing similar battles searching for creative ways to save money with online editorial material, new media content and syndicated features.
- Stimulus Package: Contrary to the wise words of the late Notorious B.I.G, it seems that lately the more problems we come across, the more money we see. Fans of the broadband stimulus package say the new funding could bring internet access to every home in America. Critics say companies are spending before they decide how best to use the funds...
...In either case, everyone in America will want to know where the stimulus dollars are going, and this will be the perfect chance for companies who make good use of their stimulus funds to make a name for themselves.
- The conventional press release: It costs a good deal of moola to distribute a press release these days, so it’s important to make the most of it. There are plenty of ways to extend the attractiveness of a release: SEO enhancement, graphics, links, keywords, and more. There are so many news announcements these days that press releases without some of these features are pushed to the bottom of search engines and can be easily overlooked.
- Press kits: Long gone are the days when reporters received all their information by picking up a huge stack of papers at a trade-show booth (or even worse, received them in the mail). Reporters would much rather receive your promotional materials via email, on a landing page, through virtual press office, or on a single USB drive. They certainly don’t have time to sort through pages and pages of material. This is why it’s important for us as PR pros to make sure we do the sorting for them and get straight to the point in our pitches.
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