Technology Public Relations: What Do You Need and How Much?

Before undertaking a technology public relations campaign, it would be wise to determine what it is your company is looking to accomplish. Companies have a range of objectives for their PR programs… Stimulating customer inquiries, building awareness for a new product or service, gaining a competitive advantage in a crowded marketplace are but a few. In addition, many companies in contemplating initiating a technology public relations program may want to present themselves as thought leaders or visionaries in a particular market segment, stimulate coverage that supports capital formation or increase visibility in advance of acquisition, or work closely with top industry analyst firms to secure coverage in the right reports. In reviewing your options for technology public relations, clients are advised to seek firms that have a proven track record in an area or a firm that specializes in your company’s business. There are many specialists within the technology public relations world. Some technology public relations firms specialize in entrepreneurial enterprise software and B2B technology companies. Other technology public relations firms possess deep experience in business software with work spanning ecommerce, retail, supply chain, ERP, business intelligence, content and image management, collaboration, CRM, human resources and many other specialties. In reviewing technology public relations firms it is advisable to determine if the agency makes use of an interdisciplinary approach by working closely with its other practice areas such as software development and open source, business and financial services, and data center and IT operations—to assemble teams of individuals who bring the industry expertise that each client needs, combined with strong journalist, social media and analyst relationships. Finally, look for a technology public relations firm that can truly understand your technology and market. You’ll need a partner that can working closely with you to create the stories that will resonate with journalists. Seek a firm that has an established track record in implementing technology public relations programs utilizing both traditional and new media. Most technology public relations firm programs begin with an in-depth planning session that yields an action-oriented PR plan and recommended messages.