Technology Public Relations: Creative & Credible Key Factors for Success

by

Kevin Waddel

A day doesn’t pass when some company or another is touting some breakthrough technology. It’s no wonder that the media dedicated to covering the world of technology has become jaded and cynical. This is story that has become all too familiar to those engaged in the practice of technology PR. What therefore should companies looking to engage a technology public relations specialist look for?

First, technology public relations will not only draw attention to technology companies, but help them stand out from their competitors. Targeted technology public relations can position your company as the thought leader in the industry. It is vital to be seen as a credible contender to those who know the ins and outs of the technology world. Being visible and talked about will also strengthen your company’s position to your key audiences. People talking about your company or product are one of the best forms technology public relations. Word of mouth is trusted and valued. Hearing a positive review from a friend or neighbor can often outweigh an expert’s opinion. Likewise, a negative review can spread just as quickly and do a great amount of damage. These candid testimonials cannot be controlled. However, you increase their likelihood through positive publicity and effective technology public relations. One way to define technology public relations is by calling it performance recognition. Companies in the technology industry can best utilize technology public relations to gain recognition for what they do. Most of the companies in the technology industry are making advancements every day, as noted earlier. It is unrealistic to receive recognition for each individual daily advancement, but recognition should be received for those break-through moments. This may include new product releases, awards or significant research advances. Consider whether or not your achievement seems to be newsworthy or have mass appeal. Once you have an achievement that seems appropriate for coverage, it is important to be visible. This can be done by using the news media to spread your story and give you that third-party stamp of approval. Using the media as the distributer of your story gives an objective view to the public. Be sure to hone in on what news outlets and reporters would best fit with your story. Not every tech reporter is right, just because they are a tech reporter. Look at what the reporter or news outlet has been covering lately. This should align flawlessly with your story. Once you have found that perfect match, you can pitch your story and obtain the performance recognition you deserve. Using Technology Public Relations

as a tool for performance recognition is creative and credible. When done correctly, it is greatly beneficial to those in the technology industry by positioning them and making them more visible in the public eye and ahead of their competition.

Kevin Waddel is a free lance writer. To get more information about Public relations, Public Relations New York,

Technology Public Relations

and Health Public Relations visit

makovsky.com

Article Source:

ArticleRich.com

Submitted by: Kenneth MacKenzie

It’s advisable for you to put your initial thoughts on paper as a broad outline, then fill in the specifics, once you have identified the major components of your next sales incentive or other type of reward program.

It is often easier to apply incentives where the results can be measured with reasonable accuracy, or statistically compared to some previous reward program result. To ensure the success of your incentive program, you must place most emphasis on:

The achievability of the standards or targets you are encouraging participants to achieve.

The reliability and/or availability of the system or people you use to record the results.

If comparing current activities with the results from a previous period, you must be careful to check the earlier figures you use are reliable and directly comparable in concept and detail, and are seen as such by the contenders in your scheme.

If you are use existing levels of activity as a starting point and are planning to use incentives to improve results in the future, you must be sure that the participants are given the time and the tools to have a realistic chance of success in meeting the new targets.

If you consider these aspects very carefully and if your proposed method of measurement does not readily satisfy all of them, or if you suspect participants may be able to find weaknesses (no matter how small) in your formula then you must start all over again, or, if the loopholes are only of a minor nature, prepare credible answers to those aspects which you feel may be challenged.

Once you have made your initial decisions about the type of incentive program, you can be more specific about the results you seek, and start outlining the major components of that program.

You will also have to consider who is going to be the target for improved results or performance.

You will now have to finalise your objectives and this cannot be done without:

Creating a very accurate profile of the people to be recipients of the program.

Deciding how to motivate or challenge them.

Choosing the most effective time (or times) to introduce the incentive program.

Deciding the duration that is most suitable to the objectives and capable of sustained support.

About the Author: Ken MacKenzie’s web site “The Marketing Update” is at:

themarketingupdate.com

. He has had some 30 years experience in small business marketing and public relations and, prior to establishing Ken MacKenzie Communications in 1993, he was a Senior Consultant for over five years with International Public Relations Pty Ltd. He has also consulted to the United States Foreign Commercial Service, based in Sydney Australia

Source:

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