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Why You Need Tech PR

tech-pr

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.

The Key to a Good Tech PR Agency

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Over the past 17 years Marketing Matters has partnered with many established and start-up technology brands and each has required a tailored campaign specific to their needs and situation. A good tech PR agency must integrate appropriate marketing tools to supplement media related tech PR activities to garner maximum exposure.

Earned Media in Tech PR – It’s no doubt that earned media is one of the better ways to bring the most credibility to your brand. Earned media is basically any marketing tool that is endorsed by a third party, like a magazine or blog. In large part, this is encompassed by tech PR, and can also be supported by tools like social media, or winning awards for your products or services.

This is no easy feat for companies to undertake. Tech PR requires hours of research, developing targeted pitches to the right outlet, and often months if not years developing relationships with editors. And at the outset, tech PR requires a strong strategic plan with measurable goals to get the most return on your investment.

Supplementing Tech PR with Paid Media – While public relations can bring your brand credibility, it’s impossible to build a house with only one tool. In order for tech PR to be effective, a company must have a strong brand. For example, editors want to offer their readers news on companies they themselves trust and know. This doubly affects start-up companies, as there is no brand to speak of, yet established companies must also stay out in front of the eyes of the world.

Paid media, by way of advertising, sponsoring events, paid online search advertising, among other tools, provides your audiences with information and can help boost your brand into the spotlight by paving the way for tech PR coverage.

Owned Media in Tech PR – Owned media, or any outlet that you the company can control like your website or blog, has several impediments to overcome. The largest being that there is no guarantee that anyone will take notice. It takes time to create momentum and build your audience. By establishing your subject matter expertise with owned media, your credibility with your audiences will grow – as well as your SEO results.  Owned media is one of the foundations of tech PR activities and should be geared to building long-term relationships with your customers.

Developing a good tech PR campaign rarely only involves media related activities. Marketing Matters has developed many successful tech PR campaigns of and the most successful ones always require more than just one tool in our toolkit.