InsidEPR

Leaving Las Vegas

By Suzanne Panoplos

What happens in Vegas – stays in Vegas.  In this situation, I hope that is not the case.  En route back from Metaswitch’s Customer Forum in Las Vegas, I took time to reflect back on the highlights of the week and wondered what other people would be taking away from Metaswitch's four-day event. Would people remember the great customer case studies?  The industry luminaries and their insightful predictions?  Would it be Thursday’s keynote, Richard Noble, the land speed record holder and his really fast rocket car? 

In most situations, my vote would be on the Richard Noble. After all, with an audience of NASCAR lovers that is predominantly male, how could you go wrong with a presentation about a rocket car that goes  supersonic at 1000mph?  Even though I have to admit that his video demonstration of the car beating a fighter jet in a race was pretty cool, I have to think that the most important takeaway from the forum relates to the relationships that are built at these events.

Whether it is a new relationship, renewed relationship, improved relationship --- this event was all about solidifying relationships. The theme of Metaswitch’s Forum this year was the “Power of M” and as VP of Marketing Steve Gleave was delivering his final thoughts, he compared the relationship between a company and its customer as a “Marriage”.

From a PR perspective, I am not sure we are in the “marrying phase” yet; but, we definitely were able deepen our rapport with our client, their customers and our media/analyst contacts attending the event. The Forum PR team was able to spend time with the folks that we usually only communicate with over email or the phone and hear firsthand what they thought about a variety of topics. From our media/analyst friends, we heard the “back story” on what they thought about the company, our agency and PR professionals in general. (The latter topic is definitely fodder for another blog --- so stay tuned).

So as I leave Las Vegas amidst travel-weary businessmen, Vegas revelers and gamblers whose wallets are now perhaps a bit lighter, I can’t help thinking about the people we met and the “new” relationships we will have moving forward.

Do you know what your customers are saying about you?

By Jeannette Bitz

We all hope that our customers only have good things to say about their experience working with us and that everything they hear about us is positive as well. In the past, marketing organizations spent a great deal of time trying to control customer perceptions using outbound tools such as the website, marketing materials and public relations.

If companies wanted to reach their customers or investors, most would simply issue a press release or two. Fast forward to the age of social and digital media. In this new era, one thing is for certain - what a company says about itself is less meaningful. Blogs and micro blogs (Twitter) have become perfect outlets for customers to share their opinions about the companies they do business with but there is no guarantee that these communications will be positive.

Whether you realize it or not, your customers are talking about you. Whenever I am meeting with prospects or at a networking event in the valley, I’m still surprised when I hear (from what I assumed to be a savvy marketing executive) that they truly believe that they can control how their company is perceived by increasing the number of press releases that are issued or by pushing out messaging through marketing campaigns. While I believe companies can communicate with customers through their own corporate blog or a company’s Twitter feed, it’s now more about what customers are saying about that company.

At Engage PR, we frequently speak directly with our clients’ customers to understand first hand what a customer's experience has been with the client. Often, we are able to capture this experience through case studies, contributed blogs and articles, etc. While it is important for clients to communicate outwardly with the market, the truth is that what their customer says about them is far more powerful. Not only does the customer add credibility; but also, they often have a story that is very appealing to the media.

In any case, it is important to remember that customers can bring the most credibility to PR campaigns. So, have you harnessed your most valuable marketing tool, your customer?

Customer Events: Doing PR for PR

By Neila Matheny

Over the years at Engage PR, I have been able to take part in a variety of events with my clients.  From trade shows to sponsored events at the race track, these in-person events have been one of my favorite parts of PR.  Recently, I once again was able to participate in my favorite of these events, a customer user group.

While the benefits of a customer user group are clear for our clients and their customers, the value of the event to a company’s PR team is often overlooked. Clients have, in the past, been reluctant to let the PR team take part in these events and have often questioned whether time spent at the event would be of value.  Having experienced my fourth different user group, I can say without hesitation that there is a great deal of value in the event for the PR team.

Many times, there are specific objectives for the team at the event such as filming a video, meeting with a customer regarding a press release or coordinating media participation.  However, it is often the time spent outside of these tasks that provide the most value.

By listening to panel discussions with customers, analysts and industry experts, PR teams can gain a lot of insight into complex technical and business issues in a client’s industry.  Often, new perspectives can spark an idea for a trend story or a contributed article.  Maybe a customer provided details on a project that would make for a strong case study or award submission.

Outside of the planned events, networking with customers and clients can do PR for the PR team.  Just by making customers and sales staff aware of PR and giving a face to the name on the email, a variety of opportunities can appear.  Many times, a slew of new press releases and customer references pop up right after these events.

So, the next time a customer event arises, look past the immediate deliverables for the long-lasting value it can provide PR.

Tips for Successful PR in Europe: Richard White, AxiCom

Today’s post is the last piece of Engage PR’s three-part series with European PR partner agencies. Each partner has provided some best practices for North American technology companies looking to expand into the European marketplace and shared what companies must consider before embarking down this new path.

In our final post of the series Richard White, associate director of telecom and wireless at global technology communications firm AxiCom, shares his thoughts on how companies should engage in the European technology markets.

By Richard White

Localize the Message

The enterprise IT media landscape varies from country-to-country, which means companies must take a localized approach by make sure that everything they are doing is relevant to the local market.

Companies looking to enter into the enterprise IT market should have a plan and determine how they can fulfill their services in local markets. This may include having a local angle with a reseller, customer or company office. Making sure that the company’s sales and pricing structure is localized is also important. Reporters will look at a company’s local approach as a requirement before accepting a briefing.

Start by Testing the Waters

It often works well to start with a project for start-ups launching in Europe, which does not require a large investment. However, commitment to do basic follow-up activity is important after a company launch or debut. It is best to launch in the UK first, as many English speaking analysts are based in London or in surrounding areas. Once your company has launched in the UK, think about which other countries make sense for your business.  Other markets that seem to be popular include France, Germany and Italy.

To “test the waters,” the best recommendation is to conduct a tour where the executives meet with target media and analysts in the UK. Next, follow up the tour by issuing 1-2 press releases per quarter where the release is distributed and translated for the local market. There is no need to invest in getting “wall-to- wall” coverage to ensure a successful PR campaign in Europe.  It is also recommended to do at least one case study, which can be very powerful for helping sales.

Don’t Overextend

Many U.S. companies try to launch in five countries at once. They invest money and time by doing a tour in each of those countries to start. Then after the launch, they never step foot in those countries again, nor do they follow-up with PR in those regions. Not only is traveling to five different countries exhausting, but it’s not always a realistic expectation for a company to keep up their PR activity in each of those regions.

Start small and make sure it’s manageable. As an agency “we can scale” when needed, but can your company?  Especially when having local spokespeople, who can speak the language and respond to reporters in a timely manner, is key.

Tailor your Media Approach

Media briefing preferences vary from country to country.  Media in Spain prefers press conferences, and companies are expected to have food available for journalists after the conference. Company launches will likely attract 20 journalists. Media in Germany, however, prefer to meet one-on-one and often at the publication’s headquarters.  In the UK, France and Netherlands, the media also prefers to meet companies one-on-one either at the publication’s headquarters or at another location.

The business press is also different from country to country. For example, in France and Germany, business press reporters are very tech savvy, which means reporters will likely be more willing to delve into technical details. In the Netherlands, however, it’s almost impossible to get coverage unless your company is listed on their stock exchange.

Digital media also varies. Like in the U.S., Websites like Facebook and LinkedIn are widely used, but are customized to meet the needs of each country.

Tips for Successful PR in Europe: Mike King, Johnson King

Today, we are continuing Engage PR’s three-part series with European PR partner agencies regarding Best Practices for North American technology companies looking to expand into the European marketplace. Each partner provided a tremendous amount of insight and shared what companies must consider before embarking down this new path.

In the second post of the series, Managing Director of UK-based technology PR agency Johnson King, Mike King shares his thoughts on what should be a company’s priorities when engaging in PR in the region.

By Mike King

Which countries are you going to focus on?

Although the technology industry is global, the market in Europe is very different from the US.  For a start the European market is highly fragmented and it is a mistake to think of Europe as one place – it consists of 47 different countries, with more than 200 different languages spoken.   Within the various European countries there are different stages of market maturity, different local competitors and very different local issues to address.  This means that the first decision US companies need to make when embarking on European PR is which countries do they want to focus on?   Of course, this needs to reflect where the most appealing business opportunities exists and doing business across 47 countries is clearly not an easy, or cheap, undertaking so having a clear idea of where to focus is essential.

Engage with the media on a local level

Europe’s diversity is reflected in its media landscape.  Areas of interest, styles of reporting, journalist expectations and levels of technical understanding vary hugely between countries.  The only way to engage effectively with local media is with on the ground PR teams who have the relationships and local knowledge required.  Of course, this means an additional local PR team for each target country.

Essential to demonstrate local commitment

An effective PR campaign needs to engage target audiences by demonstrating expertise, commitment and a good understanding of issues that are relevant to them.  This means being seen to have local language spokespeople (how can a company convince journalists that it is committed to a particular market if it doesn’t even speak their language?) and being in tune with local market drivers.

Find the right PR partner

Often, US tech companies will break into the European market by starting in one or two countries and then, as revenues build, expanding into other European countries.  When embarking on such a strategy, it is important to find a PR partner that not only understands your market (and has done it before) but also one that can comfortably expand activities to support future business growth.  A proven ability to manage pan-European campaigns from a central ‘hub’ and an open and honest relationship will mean that the right agency can help determine realistic targets and ensure expectations are met.

Tips for Successful PR in Europe: Richard Fogg, CCgroup

Today’s post is the first in a three-part series with Engage PR’s European PR partner agencies  regarding Best Practices for North American technology companies looking to expand into the European marketplace. Each partner provided a tremendous amount of insight and shared what companies must consider before embarking down this new path.

In this post, Managing Director of UK-based CCgroup, Richard Fogg shares his top five tips for launching a successful PR program in Europe.

By Richard Fogg

In the broad b2b telecoms and technology space it’s long been the case that the US has the capital and the technology, Europe has the customers. Over the last 20 years we’ve helped many US companies establish a beachhead in the European market. What have we learnt, and what have we tried to teach them?

1. Subtlety – European influencers positively cringe at flagrant marketing speak and overt displays of corporate confidence (i.e. arrogance). They’re interested in your opinions of the market, the issues, the challenges and then, maybe, how your service/product/widget addresses them. Far too many US companies entering Europe start with their product and work backwards. Turn this approach on its head. Don’t “sell” your product/company, and don’t give a sermon; know your stuff, tell a story, have a conversation. The reaction will be far more positive.
2. Appropriate informality – this is a horribly sweeping statement, but I stand by it: European influencers – especially in the trade media – are a little bit ‘left wing’. Why is that important? Because they have a diminished respect for seniority and tend against the stuffy, anodyne formal style so beloved by corporate America. They want to be spoken with as people, to form relationships with useful companies. Relax your style, invest time and get to know them as people – you will be surprised at the results.
3. Polycentricity – I’ve been guilty of this above. Of course European influencers are not all a little bit ‘left wing’! Many in London are...but not in Munich, Paris, Frankfurt, Madrid, Milan etc. There are nearly 50 countries in Europe (27 in the European Union), and 731 million people. They display huge political, economic, social and technological differences. It’s incredibly frustrating when American executives talk about Europe as a single country – especially to the media! Or, even worse, that ‘US, and then the rest of the world’ type approach. Basic cultural awareness and an understanding of national characteristics are essential in developing communications programmes and messages that have the desired effect in ‘Europe’. Take time too, to understand how your company is viewed in Europe before you arrive here. Want to make an impact in Germany without a German office or spokesperson? Good luck, you’ll need it.
4. Titles - While this issue is softening, many European media (not so much industry analysts) will naturally push back on interviews with people with ‘marketing,’ ‘sales’ or ‘communications’ in their title. Yes, they’re often the best spokespeople in engineering-focused technology companies, but they don’t have the credibility of a CEO or other C-class executive. The solution? Pick another title...you’d be amazed at how many ‘heads of strategy’ we’ve created in the last few years.
5. Cynicism, Satire and Irony – Brits invented the tabloid culture. Some of the articles published by UK-based trade media would make National Enquirer readers blush. You may find yourself having to defend your approach or product in fairly stark terms. While not often rude, European influencers do tend to be less ‘obedient’ than my own personal experience of US media would suggest. They are typically sceptical and independent, and see themselves as guardians of all that is righteous. Be prepared for an impassioned argument and enter into it with a smile – the chances are you’ll get a lot more out of it.

And finally, a pet hate...when coming to Europe, please try and avoid using the following hyperbole, words and phrases: leading provider, solutions, end-to-end, turnkey, unique, paradigm, sea-change, revolutionary, mission-critical, innovative, win-win, milestone (Europe is metric!)… Many UK-based reporters like to play a game called ‘bullsh*t bingo’ – identifying a predetermined number of useless, vacuous marketing terms said during a briefing or in press releases and contributed articles. This is one game you do not want to win!

Europe is a key market for the vast majority of US-based tech firms. By being culturally aware and learning from the points above, you dramatically improve your chances of being accepted, and even embraced, by a sometimes prickly influencer community.

What new skills do PR professionals need today?

By Neila Matheny

Every day in PR is different.  The one consistent element in the public relations industry is that it is always changing.  In the past, PR pros stuffed hard-copy press kits for big industry tradeshows and sent press releases to contact lists via fax machine. Now, everything is done online, sent via USB devices and even trade show press offices are virtual.

Here at Engage PR, we were recently discussing what new tools PR pros need to have in their toolbox as social media and online videos continue to become a large part of the PR landscape.  We found that a lot of the skills that we all use on a daily basis were not the skills we learned about in college courses or in our first PR positions. This video highlights many of the unique attributes the Engage PR team brings to our clients’ public relations programs, as well as some of the unique qualities about the Engage PR team and our working environment.

 

 

What skills do you think PR professionals need to perfect today?  Please leave a comment below and share your thoughts.  And to see more about Engage PR and our clients, please visit our YouTube channel.

How we play the game

By Stephanie Look

Having grown up in the Bay Area, I’ve always been an avid San Francisco Giants fan. When I was about four years old, I couldn’t have told you the difference between a ball and a strike, but I could’ve told you that Will Clark, Matt Williams, and Kevin Mitchell were the family favorites. You may have seen a few extra crowds of people flooding into the Bay Area a few weeks ago for the 2007 All Star Game festivities; this recently got me thinking about the similarities between baseball and my job.

Being a team player

At Engage, being a team player is step one of public relations. Like good coaches tell their teams, maintain high levels of sportsmanship and go get ‘em!

Being a team player at EPR is not only about the company culture and camaraderie, but being an active support system to your colleagues and clients. At EPR, we work with clients who are open to new ideas and who trust their PR teams, seeing us as a real partner. I’m lucky to have the opportunity to exchange ideas amongst all levels in the playing field, from new hires to our executive staff—something I believe is unique about the team dynamic at EPR.

Pitching, from baseball to PR

Like any starting pitcher for the MLB, knowing how to throw fastballs is important. From a PR professional’s point of view, this means knowing your targets and their audiences. By doing your homework and researching coverage, you’ll be clear about where to aim.

But let’s face it, out of the hundreds of PR pitches journalists receive a day, your pitch is not going to stand out among the rest just because your client’s technology falls in line with that reporter’s beat. At Engage, we like to throw the curveballs, not to spin the news, but to ensure pitches are newsworthy with a twist of creativity.

Hey batter, batter…

Imagine the game is tied, 5-5, bottom of the ninth, full count with runners on first and third…and you’re up to bat. You know the team has played a great game thus far. but you’re feeling the pressure because all you need is a base hit to bring your teammate home. What gets you through it?

A sportscaster for KNBR 680 once said that AT&T Park is home of the San Francisco Giants and of the best fan base in the world. Well, if you’ve ever been to a Giants’ home game, you’d probably agree. The team may not be in first place in the West division, but that doesn’t seem to deter the roaring fans cheering on their team on. Call it the home advantage if you’d like, but nothing beats that kind of support system.

You may not always have the opportunity to hit all of the home runs in the game, but that one base hit can make the difference for your team. Whether you’re just starting your career in PR as a blank slate, or have been in the industry for over 15 years, there’s something new to learn. More importantly, you know there’s always someone at Engage to help foster that growth. We encourage each other to step up to the plate and shoot for that home run.

Persistence and Quiet Tenacity

By Becky Frost

In the PR world, certain things are inevitable. A client or reporter’s travel plans will change, interviews will need to be rescheduled, and briefings can fall out of people’s calendars if not for the persistence of the scheduler.

One aspect of PR that I really enjoy is connecting my clients and their customers with the media so they can tell their story. The behind-the-scenes work that goes into each story is a testament to the validity of the message and the ability of PR to flexibly work around schedules. With only two meeting participants (the reporter and client), booking briefings is usually a breeze. With four people, it can get a little harried.

A few months ago, I had a chance to meet two prominent security bloggers at RSA, Alan Shimel and Mitchell Ashley.  Alan’s StillSecure blog regularly features podcasts on compelling security topics. While we’d talked before, the in-person meeting led to an idea about a podcast on data leak prevention with Reconnex and security expert Tom Bowers. 

That’s when the fun began. After a series of schedule changes and technical difficulties the podcast went live this morning, just a few months after the idea germinated. It’s with a special pride that I invite you to take a listen to this interesting podcast on protecting corporate data. I think you’ll like what you hear.

Happy Birthday Engage PR: What a Ride It's Been!

By Jeannette Bitz

Engage PR officially celebrated five years in business on May 1. Those of you who were around then will recall that it was not the best time to start a new agency, especially in the networking and telecom markets.  It was difficult to envision that we’d not only survive but be thriving just five years later.  We’ve worked very hard to build up our brand, a solid client base , and a roster of smart and talented employees—and luckily the economy cooperated with us as well.

I’m very proud of all our accomplishments. Maybe one of the most satisfying  this year was receiving the prestigious “Best Places to Work in the Bay Area” award from the San Francisco Business Times, East Bay Business Times, Silicon Valley/San Jose Business Journal, and Deloitte for the third time in four years. (One year we didn’t submit for the award.)  What makes it even sweeter is that this year EPR placed third among companies with 25-50 employees—our best ranking thus far.