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The Difference Between an Advertising and PR Agency

pr-agencyKnowing the difference between an advertising and PR agency is crucial to any business looking for a technology PR agency or advertising agency. In a world that is run by bigger and better technology and social media, you will want to get the biggest bang for your buck, and knowing the difference between these two options will help you along the way.

There is an old saying which says that “advertising is what you pay for, publicity is what you pray for.” Put another way, if you go for an advertising agency you will certainly get what you pay for. However, the visibility you can achieve with a great technology PR agency, could potentially be repaid ten-fold in the quality of publicity and media relations work as well as the outcome of your marketing strategy. PR attention for your business is an earned privilege that your technology PR agency works diligently on to develop relationships with the right reporters and editors to encourage them to write positive stories and reviews of your product or service.

Another major difference is the perception of credibility of the advertising and where it appears. Advertising will always appear to be “paid media”, whereas PR pieces will appear in the editorial section of the newspaper, magazine, website, or TV station. This also adds credibility to your product or service as it comes with the earned verification of an independent and trusted third party and is not just a purchased space. So paying to tell people how wonderful you are has its place, but combined with a good technology PR agency handling your publicity, more people will be singing your praises. Take, for example, a woman who is paging through a magazine and sees an advertisement for a designer dress and then reads the fashion editor describing another dress as a “must-have” or “best buy”. The endorsement of an already trusted fashionista and industry expert for the second dress will likely have greater influence and be more effective than even the best advertisement. In fact, a 2014 study by Nielsen that was commissioned by inPowered concluded that PR is almost 90% more effective than advertising when it comes to the role of content in the consumer decision making process.

Lastly, one of the more important aspects of PR, which you will need to keep in mind, is the social and technological nature of our world. While a good printed advertisement might last a few months, it may be fleeting when compared to the weight and lasting effect a great article will have. With the advent and increasing popularity of social and online media, technology PR agencies are able to extend the lifespan of the efficacy of their work – tweets, retweets, sharing articles on Facebook, re-posting, and forwarding emails. This also makes PR markedly more versatile and potentially more cost-effective than an advertising campaign. In other words, great PR stands a chance of being just as powerful as an entire year of repeated advertising if you earn the right high-profile article.

So if you are looking for a new marketing strategy that has the potential to be more effective, influential and cost-effective, you should consider a good technology PR agency such as Marketing Matters to look after your company’s image.

Why You Need Tech PR

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At Marketing Matters we know how important it is to have the right tech public relations by your side, yet do you know why you need tech PR? Regardless of whether you are already a recognized tech firm or a start-up, having the right tech PR will be one of the most important components of your marketing strategy.

It is no secret that when it comes to acquiring internal resources to fund that tech PR campaign, hiring a marketing company often seems to fall to the bottom of the to-do list. However, while you may be passionate about your company and enthusiastic about experimenting with your own public relations tactics, it is important to understand that tech PR is a difficult beast to tame and often requires the expertise and assistance of a skilled technology public relations firm like Marketing Matters.

Owing to the fact that there are many different types of strategies that can be used to market your company, securing the most successful plan of attack is not always an easy thing. When it comes to effective technology PR, one of the first things to do is to identify the several different types of events that are important to your position in the technology industry. As each event requires a unique set of tech PR tactics, Marketing Matters is only too happy to give you a taste of the type of tech PR we would employ.

At end-user conferences, the goal is to forge and solidify meaningful relationships with future and current clients, thus it becomes crucial that you engage in soliciting customer-based feedback in order to nurture these relationships. At industry trade shows you would be well advised to consider hosting a seminar wherein your company leads the action as a means of creating tangible interactions with customers, contacts and stakeholders. When it comes to media events, a clever tech PR strategy would be to target significant industry analysts and media contacts through broadcasting your company information, products and services. Another intelligent tech PR strategy lies in sponsorships. Sponsorships allow for opportunities to reinforce partnerships with investors, customers and suppliers.

The reality is that when it comes to tech PR, in-house marketing more often than not results in many grey hairs, risks and unnecessary stresses. By hiring an experienced tech PR company such as Marketing Matters, you will not only improve the impact of your campaign but also alleviate the risks that are common of DIY public relations.

Four Tips for Developing a Consumer Electronics PR Campaign

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Each consumer electronics company we deal with has specific needs, with specific target audiences which require a custom plan specifically tailored to their needs. Although all campaigns are different, there are some common elements which should be retained in all plans.

1) Start with a sound consumer electronics PR plan
The first steps in conducting a consumer electronics PR plan include identifying your objectives and goals, development of your message, defining the target audience and selection of an appropriate messenger or medium. How does that audience respond, how do they prefer to receive communications, what’s the prospective customer’s perception of your company, all these questions will lead to the elements that will develop into a sound plan.

2) Develop media relationships
Developing relations with the media can be a daunting task. Editors concerned with consumer electronics PR stories are no different than other editors. They are typically overworked with limited resources and need to see a really good pitch if you want to hear back from them. Even then the story may not get picked up. Developing relationships with the editors on the right beat can take time and a lot of effort, and can reap great rewards. Also, make sure you know the editor’s preference of communication. Some editors may respond really well on Twitter, while others may ignore email and respond well with telephone pitches.

3) Don’t forget to tell the story
People buy goods because they trust the company making them. Essentially, storytelling, and that includes consumer electronics PR, is having a point of view or theme, focusing on one person or thing (the hero) and taking your audience on that hero’s journey through trials and tribulations to arrive at some new point, yet now changed. Be sure to focus on telling the backstory of your company through blogs or articles, or ghost written articles if you hire an agency.

4) Use the right mix of communication tactics
What is termed as “public relations” isn’t the end all be all; press releases have their place. Your company may need website search engine optimization assistance or social media support. And even then, some social media platforms may be a huge waste of time depending on your audience. Ensure that your consumer electronics PR plan is composed of just the right mix of all available tools to gain synergy among your efforts.

Whether you are trying to sell your service or product, boost your brand or introduce your company, consumer electronics PR will help you. There are proven tools and strategies that are designed to get your company on the map.