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October 21st, 2014

Hazel Butters

Tech PR perspective: Pitching to the national press

Tech PR perspective: Pitching to the national press

Last week saw a busy schedule of press briefings for clients of both Prompt Boston and Prompt London. I was very happy to accompany one client to a series of appointments which included a highly technical briefing, followed by a more general discussion with the Wall Street Journal. This made me think about several topics, which I’ll begin to discuss in this first of a new series of posts.

I’d like to start by talking about the importance of knowing how to pitch tech stories productively to the national press. Too often technology vendors and their technology PR partners are guilty of trying to say too much and making their pitches far too complex. Familiarity with the industry press makes them believe that they can simply contact editors, let them know a new product is being released, and then tell them all about each of their new product features. It might seem that the same strategy will work for the national press, but it’s vital to first think from the perspective of each publication.

PR pitching
Pick up a serious broadsheet on either side of the Atlantic – such as The Wall Street Journal, The New York Times, the Financial Times or The Guardian. Even other styles of newspapers like the Daily Mail, the Daily Express, The Washington Post or USA Today. Read them objectively and try to picture whether or not you could honestly see your intended story running as you framed it through a technical press release. Remember that national newspapers have a wide circulation, and must appeal to a very broad range of people.

This requirement for a broad appeal means that national newspapers can’t afford to be too focused. Even if you’re talking to a section editor or an editor with a specialist beat, they still need to be aware of their entire readership. When pitching to the national press, a human interest angle is essential – I’ve written about this before, when I referred to each narrative behind a company as a ‘Pub Story’. This is what makes story hooks more compelling for national journalists. In a separate blog post, I will also deal with a connected issue: lazy pitching. This irritates me because I strongly believe that pitching is not about volume. Just like lazy sales – you can’t just buy a massive list, spam everybody and hope to succeed: instead you need hooks and honey.

But back to the nationals; if you’re going to pitch to national journalists, here are some considerations that I think are important:

  1. Think from a human angle, not from a technical angle. Why was the company started? How, by whom and what was their inspiration? Which team members have interesting stories that are pertinent to what is happening in the industry? What is the impact of those new products or services on a broader, cultural level, to the average human being?
  2. I’ve written before about ‘telling a pub story’, and the focus is the word ‘story’. This isn’t a marketing message or advertising spin, it’s a general interest story that hooks in to a company’s history, values, products or services
  3. Review key messaging that you want to get across, and work hard on fresh, relevant angles that link to those messages, and vice-versa
  4. Research and approach relevant journalists. Read their publication and recent stories that they have authored. Are there relevant angles you can contribute to? Steer? Disagree with? Do your homework and make your pitch as relevant as possible.
  5. Be honest and decide whether or not you could really see your story being published in your target publication. How would it look? What might the possible headline be? You cannot suggest content or headlines to the journalist, but it’s a valuable exercise in considering the link between your angles and the publication’s remit
  6. Keep your pitch short. It’s all about the story.
  7. Suggest convenient times and locations for any meetings. Offer specific times and locations from the outset and don’t make it a to-and-fro.

Remember that you are contacting a journalist under time pressure that needs to create relevant copy for their readers. Let them know that you have a relevant story opportunity, what precisely it is, who the person is that you’d like them to speak with, and why they will prove a valuable contact for the editor to meet. Next, make your client readily available at a time and location convenient to the editor.

I love what I do (but it’s not rocket science). Next up, how to be a spokesperson for the national press…

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April 29th, 2014

Hazel Butters

Tech PR viewpoint: Future tense or future perfect?

Tech PR viewpoint: Future tense or future perfect?

Tech PR viewpoint

In a previous post, I indulged in a little nostalgia and looked back at technological wonders of the past. This time I’m squinting into tomorrow’s world. It was all triggered by a new report from Pew Research which decided to delve into ‘US Views of Technology and the Future’. Now, we’re pretty familiar with reports that look ahead to the tech trends we might expect over the next 12 months, five years or even a decade. Big consulting and analyst firms like Gartner, Deloitte and Accenture consistently publish digital visions along these lines around the turn of each year. But Pew has taken things just a tad further, asking the public for their views of the technology treats that might be available 50 years from now, and not merely a few financial quarters away.

As a result, the responses entirely bypass Big Data, streamlined logistics, media pay models, 3D printing, the wearable web or indeed smart devices of any kind. Instead what Pew received were blue-sky visions of teleportation devices, space colonization, terraforming, bioengineered beings, lab-grown organs, artistic robot carers, controllable weather systems and brain implants with every conceivable goal. It really is something wonderful. Sure, there are the same dreams of flying cars and personal rockets that geeks have craved since geeks themselves were first imagined, but today’s visions are so much richer than ever before – and all because we are that much better informed about the stunning potential for innovation, rapid development, technological perseverance and the od curveball.

Dive deeper into the Pew report and you’ll also discover whether or not Americans think such developments would be changes for the better or for worse. It’s fascinating stuff. And that’s why we thought it would be fun to ask you to have a few visions of your own. How do you see the technological world around you in 2064? What will be the single greatest innovation of that age? And what dreams will humans have to continue to dream about, even in 50 years’ time?

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April 12th, 2014

Hazel Butters

Tech PR viewpoint: IBM Mainframes turn 50!

Tech PR viewpoint: IBM Mainframes turn 50!

Did you know that there are probably people working in the same room as you who were born in the late 1990s? I’ve got documents older than that stored on my laptop. Tell them to ‘change the record’, or try making the ‘call me?’ signal at these bright young things, and they will stare at you blankly through Google Glass and race off on their hoverboards. Or something like that.

I always act like this when a nostalgic technology milestone makes me feel about 100 years old. In last week’s Prompt newsletter we wrote about the Netscape browser’s launch 20 years ago. This week I find out that the IBM mainframe is celebrating its 50th anniversary. Fifty years? Seriously? And later this year the British rival to the System 360 — the ICL 1900 — will also turn 50. How can that possibly be?

Regular readers and personal friends will know that I have a bit of a ‘thing’ for ‘proper’ computers like the IBM mainframes. Digital Equipment Corporation, or DEC, was the first tech vendor I worked with, and of course everybody knows that I have a PDP in my kitchen. But I might have to start covering it with a tablecloth now, just in case visitors get the wrong idea about the longevity of my career, and start searching for IBM 360s in my spare bedroom.

Those particular mainframes from Big Blue were – unbelievably — launched on 7 April 1964. They were upgradeable, backwards-compatible, future-proof, all-powerful, the size of a small family car, and are still in widespread operation today. Charlie Ewen, CIO at the Met Office, a user of mainframes for 40 years, told the BBC this week: “We don’t see mainframes as legacy technology. They are resilient, robust and are very cost-effective for the work we do.”

Aren’t we all eh, Charlie? Aren’t we all…

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March 29th, 2014

Hazel Butters

Tech PR viewpoint: Financial Technology: Fascinating, fast-moving and (under)funded

Tech PR viewpoint: Financial Technology: Fascinating, fast-moving and (under)funded

This week I’ve been thinking about financial technology, or ‘fintech’. I attended a packed event hosted by Green Visor Capital which debated a range of topics including: how entrepreneurs can build successful fintech companies, investors’ views of fintech, and a gamut of topics in between – from the future of Bitcoin and other digital currencies, to mobile payments and digital wallets, peer-to-peer lending, capital market technologies, and the role and future of ‘traditional banks’.

I love technology in all its forms – innovation changes what is considered possible, and transforms how we connect, share and think. I lean to complexity so I find myself personally drawn to software, enterprise – and fintech. How we trade, save, share, buy and invest are fascinating topics. It’s not only a huge market – consider Visa’s transaction volume in 2013 (a cool $6 trillion) – but one that faces change. For example, a survey of millennials found that 71% said they’d rather visit their dentist than their bank. Personally, in the last week alone I’ve used Square, Leaf, Google Wallet and PayPal to complete transactions.

When it comes to early stage funding, fintech hasn’t had the ‘pazzazz’ and allure factor of social media, consumer and many other technology areas. According to PWC and the National Venture Capital Association’s MoneyTree Report, the proportion of early stage funding that has gone to financial startups is less than 0.5%. Yes, fintech is interesting and transformative – but it’s littered with complexity, regulations, rules and compliance.

But fintech reflects a fundamental shift – consumers don’t want to walk into a bank: they want to tap, swipe or click.

If the discussions pace and energy I saw this week in San Francisco were even a hint of what’s to come, we’ll certainly be able to count on how fintech is going to change how money makes the world go round.

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March 7th, 2014

Hazel Butters

Tech PR viewpoint: Pay-to-wear becomes pay-to-tweet

Tech PR viewpoint: Pay-to-wear becomes pay-to-tweet

The Oscars selfie. Yes, I admit I retweeted it – along with 3.3 million other enthusiastic Twitter users.

But hang on, that white Samsung Galaxy Note 3 wasn’t actually Ellen’s own phone? No way! Next you’ll be telling me that Ann Hathaway wasn’t paid $750,000 to wear Tiffany & Co in 2011. Or that Cate Blanchett and Sandra Bullock didn’t simply pick their dresses from their own wardrobes. Or that Jennifer Lawrence bought that dazzling necklace with her own Hunger Games pay check.

At the Oscars product placement for clothes, jewellery and accessories is no new or big thing. Designers woo celebrities and in turn celebrities help designers gain visibility – both at events such as the Academy Awards and outside. Charlize Theron was a ‘spokesperson’ for Dior. Carolina Herrera had agreements with Reese Witherspoon and Christina Ricci.

Even the placement of technology is not new. Think cars in Bond films, such as the BMW in ‘Tomorrow Never Dies’ (a movie that had $100 million in product placement deals). Then there’s Bond’s reliance on his trust Sony Vaio in ‘Skyfall’. And remember AOL’s presence throughout ‘You’ve Got Mail’? Or the Apple PowerBooks in ‘Independence Day’?

Lines are becoming increasingly blurred as product placement is ‘staged’ into live events, but as technology continues to permeate every facet of our lives, surely it’s no surprise that technical accessories have now joined dresses, diamonds and other doodads? I’m not saying it’s right – or even done particularly slickly in this case, as beyond product placement there’s the whole element of trust, the management of social media sponsorship and the murky area of sponsor-requested content (Samsung paying for a number of tweets) to deal with – but unlike ‘Mr. Hublot’ beating Disney, it’s certainly no surprise.

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February 14th, 2014

Hazel Butters

Tech PR viewpoint: Avoiding launch jitters

Tech PR viewpoint: Avoiding launch jitters

Launching a product or service is a strange experience. I’d go as far as to say it’s a very vulnerable one.

Imagine that you’ve thought of something new, interesting and exciting — a product, service or application that you believe will change the way people work, communicate or see the world. You’ve lost sleep, may have bootstrapped and walked a financial tightrope, worn out family and friends while nurturing your idea to reality. You’ve dreamt about it, built it, developed it.

Now you have to tell other people about it.

This is where launch jitters come into play. It’s so hard telling people about your idea, sharing yourIt’s a very personal thing, and to make turn your concept into a success, you have to share your innermost thoughts with other people.

Launch jitters manifest themselves in different ways. There’s what I call ‘launch stage fright’ which stems from hesitation and a genuine fear and to share the story. I don’t mean scared to tell a PR company (like Prompt) so that we can write up the news in the form of a well-worded press release, I mean scared to get out there and tell people face-to-face — at meetings, at bus stops, over the phone, shouting from the rooftops…

Sometimes this stage fright is accompanied by ‘skewed launch perception’. It could well be a brilliant idea, but now how do you share your long-term vision? There are very few overnight sensations (some would argue that there are none), so it’s vital to be persistent and believe in your product beyond day one, week one and month one of the announcement. You have to be in it for the PR long haul.

So here’s my advice for getting over any launch jitters:

• Follow a well-mapped out plan. Your go-to-market strategy should include all the sales and marketing elements that you need, with plenty of built-in opportunities to measure, revise and revisit. The long haul, remember?

• Get your messaging right before launch. It’s very hard to backtrack and attempt to rename something, even if you think no-one has taken any notice first time around

• Don’t get ‘over-corporate’. Yes, there are product categories, magic quadrants, and a heap of ‘leading provider of’ stories out there, but you simply cannot beat communicating at a personal level about the launch

• Budget properly. Unless you’ve created wireless electricity for the masses, cloned Justin Bieber, or come up with a carbon capture solution that fits in a handbag and costs less than $10, you’re going to need more bucks in your PR line after that first press release

• Be passionate. This is your vision and it’s your job to share the reason, opportunity and uniqueness of it. Be genuine and passionate. After all, this is part of your life’s story

Would you like to discuss an upcoming launch, or share your own thoughts about launch jitters? Then please book a slot to talk to us, or contact us via Twitter, LinkedIn or .

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January 20th, 2014

Hazel Butters

Tech PR viewpoint: Reacting to breaking news

Tech PR viewpoint: Reacting to breaking news

As a tech PR you can take a yardstick to PR success in many ways, but one of the most tangible, understood and demanded is press coverage. This means is why media relations is a key part of our remit for many of our PR clients.

There are a number of ways to approach, talk to and engage with the press, driven by a range of PR activities that generate press coverage: news releases, press tours, bylined articles and reacting to breaking news. For each of these to be done well, it’s important to promote a relevant message and position, defined audiences, experienced spokespeople, and a strong understanding of the market. But when it comes to reacting to breaking news, speed is also crucial.

Last week the opinions and comments from one of our US enterprise security clients were published in USA Today (twice) talking about the Target data breach and advising on corporate cybersecurity; covered by CNBC talking about the security pressure on the retail industry; then shared tips for all Target customers with CNN before talking about the rising impact of a retail breach that may indicate deeper hacks into systems with CSO.

Talking about measurement, consider the audiences these publications reach — the breadth of a newspaper with a circulation of 27,000 and a news site that has 160,272 unique visitors and viewers, then the relevance for a security vendor of publication such as CSO.

In each case, the opportunity was the sum of a great spokesperson, relevant press contacts and a speedy response.

Some tech PR tips to reacting to breaking news:

• Only comment on breaking news that is relevant to your business, and on which you can share a genuine, valid and strong viewpoint

• Understand the news from the perspective of the reporter and their readers or viewers: this news isn’t about you, your company or your products — it’s about your market and the need to help people understand or process a situation

• Be relevant and concise — reporters are busy and don’t need a marketing pitch

• Be ready to demonstrate your expertise. In this case, the team here at Prompt PR are lucky to work with masters of IT security who have decades of genuine real-world insight and experience to share

• Be quick — news cycles are short, and you need to be able to respond to breaking news with speed, and to have spokespeople available. Want some more advice on how to react to breaking news and engage with the press? Why not book a Prompt ‘How to Promote your Technology Product, Service or App’ consultation session by simply clicking here.

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November 6th, 2013

Hazel Butters

Data storage for Tomorrow’s World?

Data storage for Tomorrow’s World?

Image: University of Twente

Image: University of Twente

Now, I love innovative tech as much as the next gal. The relentless pace of technology progress that makes today’s ground-breaking gadget tomorrow’s flea-market fodder, is what keeps everybody in our industry on their toes. But surely it’s vital that even us old dogs learn a few lessons along the way – if only to avoid some enormous hubristic investment that will come back to bite us just a little bit nearer down the road than we had been led to believe.

Every now and then, a technology revelation springs up that even nice normal people are happy to argue about loudly down the pub. Rarer still, it won’t be about social media or mobile devices, but something closer to the data centre – like secure storage. Those are the days when you find yourself shouting about the pros and cons of silicon nitride storage media and blaming 1980s TV presenters.

Let me explain. Recently a researcher at the University of Twente in the Netherlands announced that he had designed an optical storage disk made of tungsten and coated with silicon nitride, that he claimed would be able to survive extreme conditions and  survive for more than a million years at room temperature.

You probably thought that the ‘data explosion’ threatening your business continuity was just a metaphor didn’t you? Well, Jeroen de Vries believes it is important that we all start thinking about data storage for the looooong term. He says: “One scenario is that a disaster has devastated the earth and society must rebuild the world. Another scenario could be that we create a kind of legacy for future intelligent life that evolves on Earth or comes from other worlds. You must then think about archival storage of between one million and one billion years.”

All of which is very interesting, if a bit scary, but we can’t help thinking that we might have been here before. I clearly remember watching BBC prime time science and technology show ‘Tomorrow’s World’ back in 1981 when we were all told that compact discs would be the answer to all our digital storage needs, that they would last forever, and that (for some reason) spreading jam on a Bee Gees CD and flinging it about proved that this new format was practically indestructible.

So even though times have changed, and Mr. de Vries’ latest innovation undoubtedly represents a very different era of data storage development, it’s perfectly understandable that most people over the age of about 35 will be just a little sceptical about the reality. Especially when even today’s media seems intent on following Kieran Prendiville and the Tomorrow’s World team down the same old rabbit hole. ‘Tungsten Discs Could Function as Million-Year Time Capsules’ proclaims TechNews World. ‘Data Storage Device Built to Outlive Ourselves by 1 Million Years’ reports the Daily Nexus. ‘Giga-year storage medium could outlive human race’ writes R&D Magazine. And ‘Million-year data disk survived being barbecued’ reports the Daily Telegraph…

Don’t get me wrong, we all applaud this latest development, and can see umpteen applications for such long-term storage. But we’ve also been around the block enough times to wager that even the million year disk that can survive being barbecued might itself be superseded pretty soon. Maybe it already has. What do you think? Let us know.

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October 28th, 2013

Hazel Butters

Prompt goes PR (as in Prompt PR)

Prompt goes PR (as in Prompt PR)

Hello from Prompt PR!

Who are we to you? Ideally you already know us as that tenacious team that delivered results for your business across time-zones. Or maybe to date you know us largely through all those great downloads, courses, newsletters, blog posts and social media feeds that we create and share? Perhaps you don’t know us yet – in which case, why not join us to learn Ten Ways to Promote your Technology Product, Service or App?

However you are familiar with us, you probably just know us as ‘Prompt’. Or our more formal – and much longer – name of Prompt Communications. But not any longer. Last week we updated our digital presence to Prompt PR and prompt-pr.com. This doesn’t mean much to many people, especially as the beauty of the internet means that ‘prompt-communications.com’ will continue to persist in our digital timeline, but from this point forward our digital identity and our domain will be prompt-pr.com.

So why the change? Well, a number of reasons including:

  • – ‘PR’ is much snappier than ‘communications’. It’s easier to say ‘Prompt PR’ over the phone, quicker to type, simpler for journalists, shorter for social media, easier to fit into forms with restricted address width, and more memorable to shout out at strangers from buses (if so inclined)
  • – PR is what we do. Yes, we also communicate, but we regard PR as our core, our bread and butter. If you want to relate to ‘publics’ of any kind – journalists, prospects, customers – and your business is in any way related to technology, then we’re the team for you (if you want to check us out, why not sign up for our ‘Ten ways to promote your technology product, service or app’ webinar?)
  • – We like alliteration. But don’t worry; we won’t go any further with this and start promoting and proclaiming Prompt PR profusely and prosaically to produce plentiful pizzazz, or anything like that

Clients and friends that we have already spoken to about the change think it makes a whole lot of sense to shorten our email addresses and domain – do please remember to use our new domain when contacting us. Thank you.

www.prompt-pr.com/contact-us
info@prompt-pr.com
hbutters@prompt-pr.com
@PromptBoston
@PromptLondon

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October 9th, 2013

Hazel Butters

Ten reasons your technology marketing is pants*

Ten reasons your technology marketing is pants*

*British phrase for ‘not awesome’

1. Lack of clarity: it’s not clear what you sell – or why (i.e. why your business even exists)
2. Too many acronyms and market-created terms (see #1)
3. Tendency to make ‘me too’ claims, (frequently associated with self-constructed vendor charts)
4. A sales-marketing gap: one group is selling one thing while the other is saying another
5. Not enough customer-based content and testimonials
6. Company news/press releases aren’t being pitched to the press (hitting ‘send’ on a wire service isn’t pitching)
7. You don’t have the right sales content to help shorten the sales cycle
8. No engagement with the industry analysts (we don’t mean buying relationships)
9. You need to get some swagger and show (not tell) what is different about your business, your solution and how you work
10. You’re not explaining the solution to a problem, you’re trying to sell something

Want to hear Prompt’s ‘Ten Ways’ and get some ideas of how to create content and campaigns to help technology sales?Join us for a free ‘Ten Ways to Promote your Technology Product, Service or App’ webinar that’s being held on October 10 at 11:30am ET / 4:30pm BT. Register here: http://www.prompt-the-crowd.com/technology-pr-webinar/

Missed it/unable to attend but would like the reply? Email us at ten@prompt-communications.com

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September 24th, 2013

Hazel Butters

Small and loud: why PR for start-up technology companies is sheer fun

Small and loud: why PR for start-up technology companies is sheer fun

A viewpoint on startup technology PR

PR for startup technology vendors: PR opinion

Startups can have a loud PR voice!

Over the past few weeks we’ve completed some really fun projects for early-stage technology vendors, producing some great results including coverage in Fast Company, Mashable and TechCrunch

At Prompt we love working for technology companies of every possible size*. We feel that it’s important that we can offer quality services and skills to companies at the earlier stages of their maturity. That’s why we offer a comprehensive set of packages designed specifically for start-up technology companies.

It’s difficult to generalise (er, although I’m about to), but there are a number of things that I always enjoy about working with smaller technology vendors:

Enthusiasm for PR that spans the entire working team makes it’s easy to discuss the  results of PR to the whole company

Speedy decision making is far easier for smaller companies in which fewer people usually mean less hierarchy. Signing-off on projects and initiatives generally takes just one (quick) conversation

Being willing to flaunt the rules a bit often leads to more creative and edgier PR; one of the many advantages of having less history in a market

Disruptive new products and technologies bring fresh ideas to the market that challenge the status quo. Large companies can also innovate and deliver exciting products, but small tech vendors are typically launched solely to do just that, which is always fabulous to be part of – and it makes for a great press story.

The downside? Well, if anything it’s that start-up budgets can be more restrictive. But that’s okay for Prompt – we’re creative, great at working with pace and gusto, and did I mention we have specific packages for early stage tech companies?

*Disclaimer: We work for Oracle Corporation, one of the biggest technology companies in the world, and a committed developer and incubator of innovation (ask me for my thoughts on Exadata). Like I said, technology companies of every possible size…

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September 13th, 2013

Hazel Butters

Why PR and technology make such good bedfellows

Why PR and technology make such good bedfellows

“If I had two dollars left, I would spend one on PR.”

This quote is frequently attributed to Bill Gates, and although I have never found a specific source for it, I’d really like to believe he actually said it. I’ll have to assign it to the category ‘hearsay’ until proven otherwise, but this mantra is still used frequently by PR people as a heavyweight endorsement of their trade, and compelling encouragement for companies to spend their money on PR.

I have to admit I didn’t grow up dreaming of a career in either technology or PR, let alone a combination of the two. I trained in Molecular Pathology, studied Zoology and wrote a dissertation on dinosaur homeothermy (a topic, along with Robert T. Bakker, that I am still fascinated by) before working in cancer research. So when I hear scepticism of the role of PR in communicating the value of technology, I do sympathise. I was equally unconvinced when I started out in PR 16 years ago, working with Digital Equipment Corporation (DEC).

Over time (as well as many press briefings, analyst calls, client meetings, phone interviews and, um, faxes) I came to realise the deep value that PR has in clearly communicating the benefits, features and differentiators of new technologies. Today I can share many thoughts on the subject of why technology and PR go hand-in-hand (or hand-in-glove, to coin the American term), but here are my top five reasons:

1. Complexity. Technology is inherently complex, whether it’s due to the sheer scope and choice available, the underlying scientific know-how, the phenomenal range of features and benefits available to buyers, or the frustration at some vendors’ inabilities to simply state what they sell and what makes them different. The challenge of evaluating, buying, implementing and justifying expenditure on enterprise technology solutions is huge. Public relations, media relations and analyst relations all provide a means to dissect, review and understand this complexity

2. Pace. The sheer pace of technological development is so rapid that I’m surprised we can’t hear it grow like a stand of bamboo. Now, I don’t consider myself to be that old (yes I know I mentioned the whole fax thing earlier), but even in the time I’ve worked in the market, it has evolved constantly. Change is the law of life, and technology is certainly a vivid example. The ways in which consumer and business technologies are developed, viewed, marketed and adopted have changed beyond all recognition. This pace demands our attention, as it alters the way in which we need to communicate, as well as how we live and work. There are so many valuable technology stories to share, so PR must embrace a continuous and newsworthy conveyer belt of innovation

3. Credibility. This is a complex market with more than its fair share of ‘me too’ vendors, as well as an abundance of self-claimed ‘leading providers’. Buyers, investors, potential business partners and employees all need assistance to understand just how credible, unique and innovative these companies really are. The press and analyst communities are key to this clarity, with editors, staffers, freelancers and analysts all keeping a steady eye on the market, evaluating relevance and impact, and sharing their perspective and commentary. You might even argue that this is a key difference between PR and advertising – advertising helps a company claim it has a brilliant, relevant or ground-breaking product or service, while PR allows someone more objective to say the same

4. Reach. The increasingly global application of technologies is expanding all the time. Today it’s not just about competing with your local competitors, because markets are no longer defined by geography, but by technology area. More than ever before it’s crucial to be able to clearly differentiate products and services, and to do it consistently. Relevance and repetition of key message are vital.

5. Buzz. Both PR and technology are disciplines that thrive on excitement, energy, dynamism and invention. The high-tech sector is an amazing and fascinating market to, well, market. As someone who never thought they would end up flourishing in the world of technology, I now feel blessed to be part of such a vibrant, innovative and fun community. Each day I encounter amazing new products and services, ingenious ideas and life-changing concepts. I can no longer even imagine working in a market that wouldn’t have the constant element of surprise and buzz.

Bill Gates [or was it?]: "If I had two dollars left, I would spend one on PR."

Bill Gates [or was it?]: “If I had two dollars left, I would spend one on PR.”

Want to get great PR to impact your technology business? Please get in touch with us to find how we work, to hear more about our new ‘First Byte’ PR packages designed for start-ups: please check out the packages or email us at first@prompt-communications.com

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