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Take the time to build awareness - give key media targets enough information to build interest of new technology products and services. Think ahead and start to build attention prior to product launches. Build some mystery around what you are about to unveil. Create excitement for your technology, especially if it offers advantages and benefits over the current field of offerings. Taking the time to build awareness will spark interest about you and your marketplace from key media targets.
Focus on what differentiates you - prepare corporate messages that refer to exactly what your company is and how its technology products stand apart from others in the field. If you prepare accurate and clear communications materials such as corporate fact sheets and summaries, conference presentations, FAQs, press releases and Webcast/conference call outlines that exhibit appealing news angles and offer facts and figures as to how your technology is different than the competition, you will be more likely to secure coverage from target publications.
Anticipate the media's needs - accurate, quality information provided in a timely fashion is fundamental to maintaining credibility. By anticipating the needs of a busy editor or reporter, you become a valued resource and help ensure consistent press from your target publications. If the media is currently focused on a new technology offering in your industry that may spark competition, stay on top of the latest trends and address how your company's technology and services will better meet the needs of the marketplace.
Secure Endorsements From Authoritative sources
Quotes from authoritative sources, such as customers, strategic partners and industry analysts carry weight with all of your audiences. Offer these sources to the media for input into their news coverage and build these quotes in case studies and byline articles that you produce for marketing purposes. Making customers or strategic partners available for media interviews on your behalf builds greater credibility and enhances positive word of mouth about your company and technology products.
Build Rapport with Industry Analysts and The Financial Community
Industry and capital market analysts - increasingly important third-party influencers - can help you fuel momentum for your public relations outreach program. Once you have established yourself as a credible source of information about the issues facing your marketplace, analysts will want to hear from you. Take the time to schedule company briefings either by phone or in person at least twice a year - more often in the fast-changing high technology market space. Additionally, financial community presentations and speeches that portray your firm's vision, financial and operational capabilities will also build credibility and may help you secure strategic partner introductions.
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