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Public Relations Workshop: Why So Many Tech Companies Fail at Reaching the Business Press, and How You Can Avoid Being One of Them
Public Relations Workshop: Why So Many Tech Companies Fail at Reaching the Business Press, and How You Can Avoid Being One of Them
Public Relations Workshop: Why So Many Tech Companies Fail at Reaching the Business Press, and How You Can Avoid Being One of Them
Public Relations Workshop: Why So Many Tech Companies Fail at Reaching the Business Press, and How You Can Avoid Being One of Them
Public Relations Workshop: Why So Many Tech Companies Fail at Reaching the Business Press, and How You Can Avoid Being One of Them
Public Relations Workshop: Why So Many Tech Companies Fail at Reaching the Business Press, and How You Can Avoid Being One of Them
Public Relations Workshop: Why So Many Tech Companies Fail at Reaching the Business Press, and How You Can Avoid Being One of Them
Public Relations Workshop: Why So Many Tech Companies Fail at Reaching the Business Press, and How You Can Avoid Being One of Them
Public Relations Workshop: Why So Many Tech Companies Fail at Reaching the Business Press, and How You Can Avoid Being One of Them
Public Relations Workshop: Why So Many Tech Companies Fail at Reaching the Business Press, and How You Can Avoid Being One of Them
Public Relations Workshop: Why So Many Tech Companies Fail at Reaching the Business Press, and How You Can Avoid Being One of Them
Public Relations Workshop: Why So Many Tech Companies Fail at Reaching the Business Press, and How You Can Avoid Being One of Them
Public Relations Workshop: Why So Many Tech Companies Fail at Reaching the Business Press, and How You Can Avoid Being One of Them
Public Relations Workshop: Why So Many Tech Companies Fail at Reaching the Business Press, and How You Can Avoid Being One of Them
Public Relations Workshop: Why So Many Tech Companies Fail at Reaching the Business Press, and How You Can Avoid Being One of Them
Public Relations Workshop: Why So Many Tech Companies Fail at Reaching the Business Press, and How You Can Avoid Being One of Them
Public Relations Workshop: Why So Many Tech Companies Fail at Reaching the Business Press, and How You Can Avoid Being One of Them
Public Relations Workshop: Why So Many Tech Companies Fail at Reaching the Business Press, and How You Can Avoid Being One of Them
Public Relations Workshop: Why So Many Tech Companies Fail at Reaching the Business Press, and How You Can Avoid Being One of Them
Public Relations Workshop: Why So Many Tech Companies Fail at Reaching the Business Press, and How You Can Avoid Being One of Them
Public Relations Workshop: Why So Many Tech Companies Fail at Reaching the Business Press, and How You Can Avoid Being One of Them
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Public Relations Workshop: Why So Many Tech Companies Fail at Reaching the Business Press, and How You Can Avoid Being One of Them

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Regardless of the amount of trade press coverage you generate on behalf of your clients, every CEO and VP of Marketing wants business press to validate their strategy and reach the highest level of …

Regardless of the amount of trade press coverage you generate on behalf of your clients, every CEO and VP of Marketing wants business press to validate their strategy and reach the highest level of decision makers. However, it's not as easy as they think it is. In fact, most tech companies are never able to get above the market clutter and reach the business press. Why?

This presentation, originally delivered as a webcast by Gutenberg Communications, will highlight the common pitfalls tech company PR and marketing departments make when trying to reach the business press, as well as best practices for making sure your message doesn't fall on deaf ears.

Who Should Check This Presentation Out?
- VP's, Directors of Marketing
- Communications specialists
- Tech Company CEO's looking to elevate their message

For more information on how Gutenberg can help you reach the business press, please contact us at info@gutenbergpr.com

Published in: Technology, Business
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  • 1. Today’s Webcast Why So Many Tech Companies Fail at Reaching the Business Press, and How You Can Avoid Being One of Them
  • 2. Hugh Burnham • CEO, Gutenberg Communications • Over 20 years experience with tech, financial and health sciences communications • Frequent industry speaker on public relations trends 2 Today’s Speakers Liana Hawes • Vice President, Media Strategy, Gutenberg Communications • Has publicized for brands including MasterCard, Logitech, AT&T Labs & Archives; PopCap Games
  • 3. • Tech’s Historical Approach to PR • Windows of Opportunity • The Who is as Important as The What and The When • Great, You Got Coverage. Now What? • 5 Things to Remember 3 Today’sAgenda
  • 4. All too often, technology companies fail to elevate (some would say ‘translate’) their message to the business press and are relegated to fighting it out within the trade press. 4 The Challenge
  • 5. 5 Why is this True? Limited targets Incredibly Competitive Often Lacks Context © Jessica Hagy
  • 6. Tech co’s often founded by engineers – Speeds, feeds, technical features dominate the conversation Communication was centered on product itself Great for self-referencing markets, not so great when attempting to elevate the message to a business context 6 Tech’s HistoricalApproach
  • 7. All initial marketing efforts are poured into selling the product • 99% of materials (datasheets, copy, web, pitches) oriented toward the tactical end user • It’s what’s needed at the time, but too many companies stop there Product-centric communications do not always translate into thought leadership 7 First Product, Then Sales Product • Technical features Sales/Marketing • Features • End User Benefits • Differentiators Thought Leadership • Market Trends • Business acceleration
  • 8. 8 The Window of Opportunity Online Trade Press Biz Media • Nano-second news cycles • Breaking news • Lots of space to fill • 24/7
  • 9. 9 The Window of Opportunity Online Trade Press Biz Media • Very talented writers, reporters, producers • Incredibly competitive for placements; even more so to become a resource • Trend-oriented • Varying deadlines across print, online and broadcast
  • 10. 10 ATimely Example
  • 11. Where can you add value on a topic being covered? • IT security & compliance, for example: What trends are your customers exhibiting that might be precursor to a larger industry shift? • Are they securing assets differently than they were 2-3 years ago? What is helping shape that decision? • It’s just as important to discuss what they’ve stopped doing, as what new tactics they’re employing. How are you are helping your customers advance in the market, and why is that newsworthy at this time? 11 Laying Out The Story Business Press Checklist Expert Spokesperson Unique, timely story angle Unique data or research Supporting resources: • Research • Customers Timely availability
  • 12. • Your contributor needs to have perspective • Can provide a view on your subject that no one else have provided • Must help the reporter and readers bridge the chasm: “What you do (product, service)” and “Why it’s important to this story” 12 The Who*is as important as the what and the when
  • 13. Has experience in the target audience’s role – context 13 Client Example Can be relied upon for accurate, relevant contributions. Is comfortable fronting a diverging angle on a popular subject. 13 Has first hand industry experience. Can offer context and meaning from having been there, done that.
  • 14. 14 Becoming a Resource “…our product would have stopped Snowden from walking with all of those documents” “…our CEO can speak about how this is great for the compliance market” “..we’ve never been accused of employee issues like these, we can speak to how important contractor oversight is” Not Helpful
  • 15. 15 Becoming a Resource Adds value, new information, insights “we recently conducted a survey on insider threat, we’d be happy to share our findings with analysis” “many of our customers have faced this challenge with access to sensitive data and we can arrange for you to speak with them about how they did it” “the technology exists to stop this kind of breach. It’s often the lack of context that stops organizations from noticing issues. We can discuss that”
  • 16. Client • BeyondTrust Market • Security software The Who • Marc Maiffret, CTO Coverage Secured • Opening of European markets on CNBC, ahead of InfoSec EMEA Conference 16 Client Example
  • 17. Client • ResearchGate Market • Social Media networks for scientists. Seismic shift in industry /academia to ‘open science’ The Who • Dr. Ijad Madisch, CEO Coverage Secured • New York Times feature profile “Cracking Open the Scientific Process” • Forbes “Research Gate Wants to Be Facebook for Scientists” 17 Client Example
  • 18. How do you capitalize on this big win? • Your new #1 content marketing asset Merchandising and ‘Weaponizing’ • Merchandising doesn’t stop with the story creation; how do you package this coverage for your sales channels? • Where does this new sales tool fit in your sales funnel? • What stage of the sales cycle is it most useful for? • Credibility setting early; thought leadership differentiation later; value-adding at renewal time What other groups can benefit? • CFO, valuation, funding • HR, recruitment 18 YouGotCoverage!NowWhat?
  • 19. Was the exercise worthwhile? • No doubt multiple stakeholders involved in getting the coverage • How do you demonstrate the effort was worth the outcome? Manage expectations through measurement • Inbound traffic from source (fight for the inbound links where possible!) • Search/Traffic spikes related to broadcast airings • Cross linking to original media source • Going outbound with targeted mailings to base, pipeline or retired leads, measuring engagement 19 YouGotCoverage!NowWhat?
  • 20. Your pitches for the trade press will not be successful with the business press. Be a resource. You’re not selling a story, you’re helping your target buy a concept. Invest in your spokesperson/subject matter expert. Merchandising is key. If you’re not going to measure the impact of you’re the coverage, don’t even bother undertaking the exercise to begin with. 20 5 Things to Remember 1 2 3 4 5
  • 21. Questions? If you’d like to continue the conversation, please reach out to us at info@gutenbergpr.com We’re also on Facebook, Twitter and LinkedIn, join us there!

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