True PR leverages media relations at its foundation to affect an organization’s visibility with target audiences
SEO, SERP, digital marketing, content marketing, mobile-first marketing, AI marketing, automated marketing, direct marketing… There exists a dizzying array of old and new jargon for marketing and all of it is coined as a must-do.
Certainly, many of them are important but not all of them are applicable even most of the time. What is applicable most of the time is public relations for technology companies. For a long time now, most purchasing decisions begin online and whether your search is for “the best server to buy” or the “best CRM software to buy,” the top findings you’ll uncover are dominated by trade or business media results. And whether media results are dominant or minor, consumers will seek out trusted sources like these, especially now more than ever.
So, if you want to stand a chance to win at any of the latest fads in marketing, it still all starts with media relations, a component of the public relations discipline. For a long time now, classic PR tools like the press release has been abused for SEO purposes. But using a press release for PR purposes is the best way to affect SEO because news coverage in respected trade magazines are the best backlinks you can earn.
So, be sure your press releases are first focused on being newsworthy so a PR consultant can use them to affect media coverage.
20+ years of experience producing results across B2B and B2C tech trade media, business media, and more. Have also past expertise in crossing over to television and radio news coverage.
Complete program management or supplemental assistance for internal teams. Grounded in media relations, elements consist of press releases, contributed articles, general story creation and pitching, case studies, and more PR.
Experienced with project management and implementation across many marketing elements like website development and management, to trade show exhibition management, to newsletter authoring and distributions, and much more.
Emissary is not an agency. You will be working with a sole consultant, a better approach in many ways, particularly for startups to mid-sized businesses looking for full PR management support or large companies in need of supplemented support.
Emissary can assist with managing social media, including photographic and video content creation. Even B2B tech that often does not consider it can benefit from using it because social media impacts online visibility.
QUICK CASE STUDY
One hardware technology client had little online presence for product keywords, compared to 5-7 key competitors. Emissary was brought in to use PR to change their online presence. For most keywords, the company wasn’t showing up in the first five pages of search results.
Within six months of concerted PR efforts, the company began showing up on page one or two. Years later, with continued PR efforts, the company continues to enjoy sustained high online search rankings for optimal keywords.
QUICK CASE STUDY
A software company was seeking a PR partner to help them combat competition that was securing media coverage for products and more business that they were not. Since selling online was their primary channel, being found online with positive media coverage was important.
After the first year of PR, marketing and social media efforts with Emissary, the company partner and vice president reported to Emissary that revenue had jumped 20%. Three years later, that revenue growth continued and so do the PR, marketing and social media efforts today.
QUICK CASE STUDY
A tech company was seeking a PR partner to influence market adoption of a technology standard, which if occurred could have a significant positive impact on the uptake of their product.
Emissary was brought on when adoption of the industry standard into the company’s main target customer-base was in single-digit percentages. Within two years, that changed to a more than 95 percent adoption rate, leading to a nine-figure acquisition of the company. An outside audit was later done on the value each component of the company had on that sale. It was determined that PR played a 30 percent role.
QUICK CASE STUDY
A hardware company with recent venture capital funding sought PR assistance to reshape perceptions about the core technology of their product. They were using an adapted legacy technology and applying it as a next-generation solution but, not before necessary market education would shape an understanding of the benefits.
Emissary was brought on to help educate the market. Many press releases, media stories and contributed articles later, the company held a number one market position for their hardware. This resulted in a public company acquiring them for nine figures. As a result, Emissary went on to work with several executives of that company at new companies they ultimately went to.
Experiences spans across a myriad of technology industries and across varying sizes of companies, from seed-funded startups to publicly-traded companies