High Tech Public Relations: Something Old, Something New, Something Borrowed

Ever notice the lines of people queuing up for the latest product release from companies

such as Apple? Some camp out overnight to be among the first to get their hands on the hottest new product

The world of high tech public relations is not all that different from the people described above. High tech public relations practitioners are often first in line to grab the latest and greatest gadgetry known to mankind. Some work Some find practical uses Others fail miserably. Often, in searching for high tech public relations tactics that will grab the attention of reporters and influential bloggers, practitioners of the art will look for gimmicks and stunts and the like; however, the tried and true tactics that PR is famous for can also be applied to high tech public relations situations.

In undertaking a high tech public relations campaign be it for a product or a corporate entity, you should seek a firm with a specialty in the area. Every industry needs a specific PR strategy to reach out to their preferred audience. A high tech public relations firm or one with a practice devoted to area of high tech public relations clients -- will be different from those that specialize in environmental public relations or healthcare public relations firm because the audiences they wish to reach are differentiated and therefore accessible via different methods of communication. Naturally, your high tech public relations efforts should include social media as well as traditional media forms.

Lets take a closer look at some techniques that can be applied to High Tech Public Relations situations:

Event Conferences. Technology conferences are a great way to get your name out and should be a major part of any high tech public relations program. The events offer a company the opportunity to interact with other people from the industry. Even if your product is incomplete, it is important to start building a reputation from the very beginning. Therefore when it does come out you already have fans waiting to hear the buzz and willing to try it out. Event conferences are also a great way to exchange ideas with people, learn from people who may be more experienced in the industry, and even create partnerships if you can find a product that will help increase the utility and overall quality of your product.

Op-ed articles. High tech public relations professionals can put you in touch with the right people. It is their job to find journalists and bloggers who are interested in the high tech industry and who have a lot of influence with their writing, either through blogs or op-ed articles. High tech public relations people can arrange for these influential people to test your product, and write about it in one of their outlets. Because they already have a strong following, they can generate buzz around your product even before it comes out, which, as we mentioned before, is essential to the success of your product.

Corporate fundraiser. Should your high tech public relations budget permit, events such as fundraisers offer a good way to reach key audiences. This may be an important event to sponsor as it will generate media coverage and will brand your product positively. You can hand out complimentary gifts with your logo, for example, that will help people to recognize the name and intrigue them to find out more about the product.

Social media. For high tech companies it is important to walk like you talk it so, in addition to traditional media, it is critical to have a multichannel approach to your high tech public relations efforts. Your industry credibility would be completely destroyed if you did not participate in all social media platforms. Technology is your specialty and therefore you should take advantage of this method of reaching out to people and controlling its reputation. High tech public relations people can monitor your social media site and control what people are saying about your product, both good and bad, and respond to certain comments that may affect others feelings about your product.

There is quite a bit more to launching a successful high tech public relations campaign; however, the aforementioned techniques should give you enough to get started.

by: Kevin Waddel

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