05 Jul How has technology PR responded to the pandemic?
When the pandemic first hit, most PRs and marketers were knocked sideways with no idea how to react. Covid-19 dominated the news and business agenda and we asked ourselves: should we put PR plans on hold until things blow over? Or should we go all out and try to weave the impact of the crisis into our content and media pitches?
As it turned out, there was no way to ignore what was happening. And for technology PRs at least, there have been plenty of stories to tell about the role of tech in helping people and businesses get through the crisis.
Here are some examples of how CloudNine PR has been helping our public relations clients pivot their PR since March 2020.
Searchmetrics (search and content optimisation software and services)
Our PR content and pitches for Searchmetrics included topics such as the way consumers’ search behaviour has been impacted and evolved during COVID-19 and the new Google features introduced to support retailers while physical shopping was restricted (as well as to make it easier for people to find accurate COVID-19 news and information).
We used Searchmetrics’ data and insights to highlight the pandemic search trends and worked with the company’s experts to place guest blogs discussing how companies could maximise their search and digital marketing strategies as the crisis continued.
PR Coverage in the US included the likes of Adweek, Chainstore Age, MediaPost, Retail TouchPoints, Total Retail. In the UK Searchmetrics was appearing in the likes of Econsultancy, Direct Commerce, Retail Tech Innovation Hub, Internet Retailing and Press Gazette.
Logistyx (parcel shipping software for retail, manufacturing and logistics companies)
For Logistyx the emphasis has been on telling stories about the impact of the crisis on supply chains. In particular we focused on the challenges faced by retail companies as they tried to manage the rapid shift from physical to online sales.
PR articles and pitches highlighted how retailers used shuttered stores to fulfil ecommerce orders during lockdowns and how digitised supply chain tech helped brands succeed through the pandemic. The difficulties surrounding global vaccine distribution was also a key topic as Logistyx’ technology is being used to support pharma companies in the successful Covid-19 vaccine roll out.
Coverage highlights include Internet Retailing, Direct Commerce, Post and Parcel Technology, Business Chief, Logistics Manager, European Pharmaceuticals Manufacturing and Manufacturing and Logistics IT.
Nosto (commerce experience and ecommerce personalisation platform)
For Nosto we worked on the PR for a series of data reports about the impact of the pandemic on ecommerce performance, including charting how online sales first dipped and then went on a dramatic upward curve as people got comfortable with shopping online.
We also pushed out survey campaigns and reports analysing online shopping behaviour during the crisis such as vertical research on the Home and Garden, Fashion and Beauty sectors.
PR Coverage and articles appeared in the likes of Adweek, DigitalCommerce360, Women’s Wear Daily, MediaPost, Multichannel Merchant and Fashion Network in the US and Marketing Week, Internet Retailing, Retail Times, Just-Style, Glamour magazine, Econsultancy and Enterprise Times in the UK.
Macro 4 (enterprise information management, customer communications management and mainframe application / performance management software)
We worked with Macro 4 to produce a series of guest blogs/ articles and media pitches on topics such as the way the pandemic is accelerating the paperless office and the impact of home working on enterprises that rely on IBM mainframes (these big heritage IT systems are not set up for large numbers of users to work remotely).
We also commissioned a survey and prepared a white paper report on the technology changes IT chiefs were forced to make to support new ways of working during the pandemic – especially the changes to customer communications.
More tech PR case studies?