High Tech PR: New and Old Strategies Continue to Work Well

Contemplating a change in your high tech PR strategies? If so, ask yourself the following questions: - Is your product well differentiated? - Are the stories that the media is writing about your company or product credible and memorable to your target audiences? - Can your sales team tell the story well? - Do your marketing materials -- electronic and print -- show the company, products and services in their best possible light? - Are you using the new media, including online video, to get the message out clearly and with compelling calls to action? Your company is moving ahead. Your products, your people are regarded as key players in the industry, or as a newcomer you offer key features and capabilities competitors cannot. Yet your market profile does not reflect the true value-added you offer your customers/clients/partners. That gap between perception and reality is costing you business and market share. But when you evaluate avenues that can correct the situation, the high tech PR options are greater than the budgets you have available. Whether you are launching a revolutionary new technology or planning updates to your product or service portfolio, most seasoned high tech PR practitioners recognize that successful marketing campaigns begin with effective communication. Effective high tech PR can be a great tool in marshalling scarce resources. High tech PR can efficiently present the message about your products and your organization before key decision makers and influencers. Public relations inherent flexibility also makes it a natural fit when employing a multi-channel strategy across traditional, new and social media. An experienced high tech professional knows how to speak and write effectively about complex technologies. The tools and techniques at their disposal include thoughtfully crafted collateral, such as print or video assets, to strategic public relations campaigns targeting the nation’s top news outlets and technical publications. An active and strategic use of social media – influential blogger relationships, Facebook, LinkedIn and Twitter, among others – can also build awareness and lead to a positive commercial decision. The makers of hardware, software, and information technology have come to recognize the importance of a multichannel approach to high tech PR.