TECHNOLOGY PR: MYTHS REVEALED
By Rose Maciejewski, vice president, Ruder Finn

Public relations is often regarded as a "gray" area within marketing, one of the least measurable of marketing activities. Within technology PR, confusion is even more prevalent - clients may regard it as costly, time consuming and lacking bottom line benefits. While the benefits of public relations may never be completely "black and white," the truth is most misgivings about it are based on "myths" that, upon closer examination, are not accurate or even remotely rooted in the truth. Tech PR can and should be cost-effective and also have a positive affect on your bottom line, but, as with most worthwhile endeavors, success requires a commitment. The following article addresses some of the biggest misperceptions about technology PR.

Myth #1: Tech PR is cost prohibitive.
The halcyon days of large-scale PR programs that were based on flash and no substance are gone. While it's fun to throw a big party on a yacht in Marina Del Rey, it's no longer the hallmark of a PR proposal to include expensive galas. Today's journalists want to get right to the heart of the product - so affordable events, such as Webinars, are much more in line with their thinking. A corollary to this myth is that to use a global agency always costs big dollars. This is simply not true. Many of today's largest PR agencies are willing to take on projects for companies with compelling value propositions. Each agency handles it differently, but sometimes it's even more cost-effective to use a full service firm.

Myth #2: Friendship Matters.
While it is always nice to count journalists among your friends, it's the story that really matters, no matter the strength of the friendship. Ultimately, journalists are looking for the next big story. Today's publications are smaller, and space is limited. Writers must fight for every inch in order to get their stories published. The quickest route to getting published is presenting compelling technology, supported by customer references that are willing to have a word with the journalist. While it always helps to know who to go to, journalists have a job to do and friendship guarantees nothing beyond that.

Myth #3: Customers are Unnecessary.
Building on myth three is this continuing idea that customers are unnecessary for a good story. This myth was especially prevalent during the dotcom boom. Start-ups like Webvan and Pets.com had front page stories every week in publications such as Business 2.0 and InformationWeek. Soon the lights turned on, and customers just weren't there. Journalists learned their lesson quickly; while their interest is typically sparked by "cool" technology, if no customers are using it, it won't be as appealing a topic. The customer doesn't always have to be a "recognized" name - but someone has to vouch for the technology's worth, otherwise, you'll end up with no ink.

Myth #4: It Takes Many Months to Develop a Communications Strategy.
Many people don't even attempt to embark on a PR strategy because they feel as if they need four- color expensive press kits or brochure materials prepared and ready to distribute. Unless you have an off the shelf software product or a piece of distinct hardware, the days of shipping materials via snail mail are long gone. Reporters are looking for easy snippets of information that enable them to quickly and efficiently process and understand the value of your technology. Informed company executives can tell a great story with a minimum of fuss, and you should look for communications partners who are happy to work with what's available.

Myth #5: Business Press or Nothing.
Some executives believe that only an article in the Wall Street Journal will make their public relations initiatives worthwhile. While of course the WSJ remains one of the holy grails of article placements, there is a great deal of value to be gained from adopting a more manageable approach to obtaining coverage. Growing organizations should consider local dailies, broadcast cable shows and trades. Vertical trades are very important to many organizations, particularly when it becomes clear, for example, that while your utilities customer likes Fortune, it's Power Engineering that he never misses and uses to keep up on industry trends.

Myth #6: Public relations is the same as advertising.
This is perhaps the biggest misperception in the industry; many people believe advertisements are what constitutes public relations or, conversely, that editorial coverage is something that can be "bought." Though sometimes publications, particularly in vertical industries, can overstep their boundaries from time to time, you cannot pay a reporter to write a compelling story on your product. While advertising focuses on finding new ways to describe your product, public relations is about finding the most direct way to validate your product. While you know what you will get with advertising, it's not as credible and it's often more expensive than PR. A well-written article in an influential trade journal, initiated through PR outreach, builds trust and validates your product in the larger marketplace.

Of course, the challenge with public relations is that nothing is guaranteed - a company can give a reporter loads of background for a story, but there is no guarantee the company's product will make the final cut of the article. There are always risks to consider, but the rewards are great - many organizations today receive direct sales leads after articles appear in their top targeted publications.

In today's tough sales environment, companies are competing at every level. A strong public relations effort can often make the difference between a win or lose situation. By choosing a sensible path, you can leverage even minimal efforts to create sustainable momentum.

Join The Discussion
The Software Council's Valley Chapter is addressing cost effective tech PR at its upcoming September 20 event "Publicity on a Budget." Register now and join us for this fun and informative evening.

Rose Maciejewski leads the technology practice for Ruder Finn/Los Angeles. Ruder Finn specializes in creating cost-effective public relations programs for technology companies. For more information, Rose may be reached at 310-882-4002 or maciejewskir@ruderfinn.com.

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