Technology Pr: Helps Companies And Products Stand Out

New technologies are being launched almost daily - some important

, while others are an update of an existing technology. With each new product launch, comes a scramble for attention. Bigger (or is that smaller?), better, faster claim the headlines of countless releases disseminated by technology PR pros

How to stand out?

Experienced technology PR pros can help. Having clear messages delivered by effective technology public relations programs enable companies, inventors, scientists and other experts to distinctly communicate their vision while helping them become industry leaders and advancing their technologies. In addition, technology PR pros can help by providing their clients or companies with a voice in the marketplace of ideas, facts, and viewpoints to aid informed public debate.

A key function for a technology PR specialist is to foster the development of advocacy groups on behalf of the company or client. Advocacy frequently involves building constituencies - groups of people and / or organizations who support a particular viewpoint, product or technology. Since advocacy usually occurs in the public domain, executives must be prepared to consider the views of many people, and understand how decisions are made within a particular context. The more known about the issue, the community, and how various institutions function, the more effective the advocate and a person skilled in technology PR can facilitate the dissemination of information critical to making informed decisions.

Most all of today's technologies rely on public awareness and support. If people misunderstand the value of technologies, entities will struggle for support and thats where technology PR pros can make a difference. Technology PR, like its sister practices, helps build relationships between an organization and its key publics. A good technology PR pro possesses the ability to take technology from obscurity to prominence - creating important visibility and generating customer acceptance, sales while facilitating future financing.

Another critical function for technology PR pros is developing media advocacy for the companies or clients. In essence, this is the process of working with the media to generate awareness and interest in a product or new technology and influencing public opinion. Media advocacy provides the all important third party credibility, and is the delivery system for crucial messages. Most top flight technology PR professionals recognize the development of media advocacy encompasses the right combination of preparation and opportunism in the strategic use of mass media to advance an initiative. Having systems and planning in place before campaign commencement is at least as important as the media work itself.

by: Kevin Waddel

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