If you’re a B2B tech marketer, you’ll know it’s tough to get the media to write news stories about your new products. Unless you’re Microsoft, Google, SAP etc – or your new product is a ‘world’s first’ (or involves a genuine step up in innovation) - corporate IT publications are unlikely to want to cover your launch. It's frustrating. So what are the options for generating product PR?
Content developed or touched by technology PRs often has a role in influencing B2B IT buying decisions according to a study by IDG. That’s encouraging given that plenty of commentators have been disparaging about the future of PR.
These days it helps to be a bit 'geeky' if you work in PR, marketing or advertising, which means you need to find your way around technology. You might even find yourself dabbling in a little coding (geek-speak for programming) as highlighted in the audio boo report (see further down) from BBC Radio 4's Today programme.
Last month both Google and Bing revealed in an interview that social media activity on sites such as Twitter and Facebook can help specific web content to get listed higher in search engine rankings. An example being that if a page is shared on Twitter by 'authoritative people' then that can help its performance in organic search results 'to a degree'.
As a technology PR person I’ve inevitably been involved in discussions with clients about whether they should consider using the micro-blogging site Twitter to support their PR and marketing. And to be honest many of them are still quite sceptical.
There’s nothing new under the sun. And I think that’s broadly true for tech PR. If you’ve been in any way connected to the business over a period of years, you’ll have seen many of the same or very similar PR story angles re-hashed time after time. Just to make the point, I’ve put together a list of some of my favourites below
How would great moments in recent history, such as England's 1966 World Cup win, have been covered if they'd been written up in the style of today's technology PR press releases. What a bizarre idea. But this is just the notion that Martin Veitch, managing editor of technology news site, CIO UK, has 'kicked around' in his very funny blog post.