How Do Right PR!

Among the ingredients for potential marketing mix of high tech company, relations with the press is high on my list.

There is good reason to do so. It is often the most effective tactic you can use to generate leads, build the company's image, and create the credibility that helps you close more sales. Best of all, you can do on a shoestring budget, if you are a startup company challenged the capital.

Not for every situation

But, of course, a PR campaign is not appropriate for every company, at any time. It 's very important to make sure the company has its "house in order" before starting a PR campaign. This cautionary note fits into the category of "only one chance to make a first impression." So let's start by outlining when it is not a good time to start a PR campaign:

1) The Product is not over

2) The product is buggy

3) No public good spokesperson for the company, or has not been decided yet

4) No website

5) No marketing literature

6) No members yet (not even beta users)

The basic message is that PR should not be initiated until the companies and products are ready. Once you go out for PR, there's no looking back. You can not cancel. Perhaps you have heard the old saying "There is no such thing as bad publicity". I do not believe - is a lie! The only type of PR that will help you increase your business is good PR. Bad PR, and even so-so coverage is to be avoided.

And 'the news - not the product

Furthermore, it is not really possible to make a "small PR campaign." PR is not possible to test as many other marketing programs. It is not advisable to go out to a couple of publications with a press release to "test the waters" and see if you get a little 'positive coverage. The problem is that once you've done, your ad is no longer important "news" to other publications which may be provided coverage. You see, the "product" that the publications are of interest to obtain from you is the same NEWS. Once that has been published in another publication, is no longer news to others. Press releases are a fragile resource for your company as a place on a particular flight is that of an airline. There are active static, but time-sensitive opportunity to promote your company.

So when you decide to go out with the news, you should come out great. Come out great as you can afford to, anyway. News needs to be programmed to affect all the publications relating to the same time. This is a bit 'challenging, since it may have important publications are weekly, monthly and even web sites where the news could be posted in near real time. The technique you use to ensure that hits all at the same time is to send your press long lead-time pub before, but "embargoed" until the release date of general release. If you are dealing with legitimate magazines, to respect the embargo and not publish the news until the official release date.

It makes sense when PR

So when should you use PR as part of the marketing mix?

1) When announcing the formation of a new company

2) advertisement of new products, assuming that the product is "fully cooked"

3) The main acquisitions of new customers (assuming they do not need to be secret for some reason)

4) The senior employees into the company (CEO, VP Marketing, etc.)

5) New Partnership or Alliance

These are the main reasons that you would put out a press release for marketing reasons, although I'm sure you can think of more. Public companies often have a greater flow of emissions, because they are dealing with a dual purpose of trading and investor relations. This can often be problematic, but this is a topic for another day.

One Size Does not Fit All

Other questions concern the mechanics of producing and placing with the news media. In the case of take a firm PR? If your marketing department to handle it internally? In the case of assuming a dedicate resources to manage the function of PR?

There are many ways to handle PR and still do successfully. One size does not fit all - it really depends on the situation.

The first aspect to consider is your level of resources. PR is one of my favorite marketing activities, so I recommend not to skimp in this area. But there are still situations in which money is unavailable for any reason. An outside firm PR can always be useful, especially if you've never been involved in a PR campaign before. But if you are in a poorly funded startup company, do not be deterred. To be successful in PR NEWS is much more important to have real than it is to have a lot of money. (Of course, money does not hurt!) So, if you can not afford outside help or experienced PR - do it yourself.

The second thing to consider, from the perspective of implementation of the campaign, is "how big is your news." If it is solid, worthy of publication, but not overwhelming - maybe able to handle internally. At most, maybe you need someone to help with writing the same release, but the ink is not large enough potential to spend a lot of dollars trying to put it. If on the other hand, the news is big stuff (with a corresponding potential payoff), is really a good idea to hire an outside firm or a resource within an expert to maximize your potential.

So, how big is your market? If you are in a large horizontal market, with a much larger number of publications - which emphasizes the need for a more professional effort. The contacts with publishers is critical in this case, and an experienced PR professional can be worth their costs many times over. If on the other hand, the market is a small vertical niche, a professional PR can not be money well spent, especially if you have a limited marketing budget. In this case you should be able to build and maintain good relations with the limited number of publishers and writers, who work for magazines that cover less of your field.

Another question, this event will be ongoing PR? If you intend to put out 2 press releases a year, as you go over the personnel function is very different, that if there are 2 versions of blockbuster every month. So the growth phase of your business should also help guide the implementation PR tactic.

Finally, what is your corporate culture and style? Like the best outside experts and use them when you need it, or you prefer to hire people with experience as permanent members of your staff? Instead, you like to learn the specifications of the office personally so that you can apply the knowledge yourself? If you choose to learn by yourself, make sure you have someone with PR experience to guide you, and act as a sounding board.

PR is for almost all

Run highly successful public relations campaigns involving many thin spots and tantrums, which can not be dealt with in a short article like this. But I think that anyone should be able a good solid job, if you take the time, and put forth the effort. It is no secret, and most technology companies PR should play an important role in the promotional strategy will.

I'd love to hear your personal experiences .... PR