Media Relations

In the old days most PRs lived by the saying “good advertising is what you pay for, while good PR is what you pray for”.  Rightly or wrongly, we believed target audiences paid more attention to the ‘free’ company mentions that PR generates within editorial sections of the media than the paid adverts in the same titles.

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?