subject: High Tech Public Relations: Differentiation, Credibility, Memorability Key Factors For Success [print this page] Your company has just invented a gamechanging gadget Your company is moving aheadYour people are regarded as key players in the industry However, nobody has ever heard of your company, particularly critical audiences such as potential customers, joint venture partners or sources of growth capital for that matter
That gap between perception and reality is costing you business, market share and, quite possibly, money to fund your companys growth. But when you evaluate avenues that can correct the situation, the high tech public relations options are greater than the budgets you have available.
Before embarking on a high tech public relations strategy, you might ask yourself these questions:
*Is my product well differentiated?
*Are the stories that the media is writing about my company or product credible and memorable to your target audiences?
*Can my sales team tell the story well?
*Do my marketing materials -- electronic and print -- show the company, products and services in their best possible light?
*Am I using all of the media tools -- including online video and social media -- to get the message out clearly and with compelling calls to action?
Whether you are launching a revolutionary new technology or planning updates to your product or service portfolio, most seasoned high tech public relations practitioners recognize that successful marketing campaigns begin with effective communication.
Effective High Tech Public Relations can be a great tool in marshalling scarce resources. High tech public relations can efficiently present the message about your products and your organization before key decision makers and influencers. High tech public relations inherent flexibility also makes it a natural fit when employing a multi-channel strategy across traditional, new and social media.
An experienced high tech public relations professional knows how to speak and write effectively about complex technologies. The tools and techniques at their disposal include thoughtfully crafted collateral, such as print or video assets, to strategic high tech public relations campaigns targeting the nations top news outlets and technical publications. An active and strategic use of social media influential blogger relationships, Facebook, LinkedIn and Twitter, among others can also build awareness and lead to a positive commercial decision.
The makers of telecommunications products, mobile apps, hardware, software, and information technology have come to recognize the importance of a multichannel approach to high tech public relations.
