The Evolution of Tech PR

The Evolution of Tech PR

Storytelling for technology clients is a different artform than it was 10 years ago. The days of live press conferences and media tours through major cities to tout new products are long gone – now we’re tasked with positioning our clients’ experts as thought leaders, not as much around the bits and bytes of the technology, but more so around the application of that technology. Today, a tech PR expert isn’t simply one who can demystify complex technology; instead, we must offer context and industry-specific nuance.

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Brand Storytelling Through Patient Experiences

Brand Storytelling Through Patient Experiences

As Brand Storytellers, it’s our job to help clients craft authentic stories that will resonate with audiences, including the media. Journalists particularly shy away from stories that read like a commercial for a brand. As a result, we often turn to clients’ customers and other outside partners to help paint a picture of how a product or service is making a positive impact on people’s lives.

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Three Keys to Landing Local Broadcast Coverage

Three Keys to Landing Local Broadcast Coverage

With the midterm elections just around the corner, national print, cable and network broadcast news will be overcrowded, jam-packed with political stories, live coverage of the debates and talking heads contentiously deliberating the issues on both sides of the aisle. We’re also coming up on the one-year anniversary the #MeToo movement prompting numerous stories about where we are today and where we’re headed on the issue of sexual harassment. Add to that the coverage of the addiction epidemic which shows no signs of slowing. And yet brands can still break through all the noise by e,ploying good storytelling techniques and targeting a variety of outlets.

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Stop Stealing Thought Leadership. Make Your Own.

Stop Stealing Thought Leadership. Make Your Own.

If your product or service is truly one-of-a-kind and in demand, congratulations. For you, the name of the game is to practice mistake-free marketing. If, on the other hand, your offer is only slightly differentiated – especially within a crowded market – it can be a never-ending challenge to stand out.

Retweeting, liking and referencing the thoughts of others, especially those who command massive online audiences, isn’t a bad start. But it’s not thought leadership. True thought leadership is available in only a few flavors including original insights (notice I didn’t say content, because that isn’t, ipso facto, valuable), “relatable stories” and strong arguments made boldly and publicly. There may be others, but let’s focus on these three.

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