Technology Public Relations: Mixing the Old with the New for Success

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. That gap between perception and reality is costing you business and market share. But when you evaluate avenues that can correct the situation, the technology public relations options are greater than the budgets you have available.

However, you should ask yourself the following questions before undertaking a technology public relations program or a change in your existing program:

*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?

Whether you are launching a revolutionary new technology or planning updates to your product or service portfolio, most seasoned technology public relations pros recognize that successful marketing campaigns begin with effective communication.

Effective technology public relations can be a great tool in marshalling scarce resources. Technology public relations can efficiently deliver the message about your products and your organization to key decision makers and influencers. Technology public relations is flexible, making it a natural fit when employing a multi-channel strategy across traditional, new and social media.

An experienced technology public relations 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.

For more information visit to http://www.makovsky.com