PR is all about selling and relationships. Good PR people have a rapport with key journalists and publications and can get their attention.
More importanly, good PR people find ways to make themselves a resource for journlists. If a journalist has a story they're working on and need ideas, they usually call their friends in PR. It helps them to dig up information and allows the PR person to continue building that relationship.
That being said, news is news - if your company offers something truly useful and can discuss the benefits properly, you can get some press. Just don't throw something "on the wire" and expect it to get picked up.
Wire services are important, but mass distribution needs to be coupled with one-to-one follow-up with key media.
Case studies are a great tool for accomplishing this. Have you had success with a client that is particularly large and well-respected? Would your client be willing to have their experience published in trade press and be quoted? Can your product or service be identified as part of a larger trend in information technology? If so, you've got a great opportunity to make a journalists job easier by helping them write a credible story.
Make sure you work with a PR firm that understands tech. Do they have any geek (or semi-geek) PR people on staff? Do they understand the value you provide to your clients?
Check out Panix - they're the oldest ISP/Unix shell provider in NYC. Depending on where you live, you'll still probably use your local carrier for DSL, but panix's mail service is great and can be had for $10/month - ssh, pop, shell access.
Of course! With the right amout of bandwidth, I could download more music than I could ever buy at retail for that kind of money. I just don't see how it would make financial sense...for the RIAA, not for me.
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More importanly, good PR people find ways to make themselves a resource for journlists. If a journalist has a story they're working on and need ideas, they usually call their friends in PR. It helps them to dig up information and allows the PR person to continue building that relationship.
That being said, news is news - if your company offers something truly useful and can discuss the benefits properly, you can get some press. Just don't throw something "on the wire" and expect it to get picked up.
Wire services are important, but mass distribution needs to be coupled with one-to-one follow-up with key media.
Case studies are a great tool for accomplishing this. Have you had success with a client that is particularly large and well-respected? Would your client be willing to have their experience published in trade press and be quoted? Can your product or service be identified as part of a larger trend in information technology? If so, you've got a great opportunity to make a journalists job easier by helping them write a credible story.
Make sure you work with a PR firm that understands tech. Do they have any geek (or semi-geek) PR people on staff? Do they understand the value you provide to your clients?
If not, find someone who does.
HTH
Check out Panix - they're the oldest ISP/Unix shell provider in NYC. Depending on where you live, you'll still probably use your local carrier for DSL, but panix's mail service is great and can be had for $10/month - ssh, pop, shell access.
... A Handspring Visor with the new 3G wireless services runing over CDMA: http://www.handspring.com/company/pr27.jhtml
How long are we gonna have to wait for *that* puppy?
Of course! With the right amout of bandwidth, I could download more music than I could ever buy at retail for that kind of money. I just don't see how it would make financial sense...for the RIAA, not for me.