Telecom and Technology Public Relations: How to Swim Upstream When the Current Is Against You Presented by Pam Miles, APR,

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Presentation transcript:

Telecom and Technology Public Relations: How to Swim Upstream When the Current Is Against You Presented by Pam Miles, APR, Heathere Evans-Keenan, APR,

Media Outlets: Survival of Fittest Fewer Outlets More Online Press Hard Copy vs. Online Editions Reduced Staff Multiple Beats Per Reporter

Overcoming Limitations Become Better Resource for Journalists –More proactive in providing all elements of story (research angles/offer more contacts) –Understand what makes story newsworthy Timeliness Consequence Interest Proximity Prominence

Overcoming Limitations Work More with Online Press –Understand differences Print media (facts, quotes, POV, photos) –Lead times, features Online publications (facts, quotes, POV, graphics) –Instantaneous in most cases Television media –Video, appearance, succinct story, sound bites, targeted to general public Radio media –Sound bites, shorter than TV, avoid technical descriptions, paint a picture

Analyst Firms: New Landscape Fewer Firms Many Merged, Dissolved New Breed –Offer more flexibility –Niche focus

Overcoming Limitations Restructure Analyst Program –Large firms Offer more flexible programs/options –Small firms More affordable Offer same expertise Narrower in scope –Use/choose them wisely

New Landscape for PR PR Breaking Traditional Mold –Formerly marketing function –Not much focus on measuring effectiveness –Now strategic function Ties back to business goals & objectives –Benchmarking, measurement Examples

New Landscape for PR Different Models for Handling PR –Full service agency –Virtual agency –Specialists –In-house expertise with external counsel

Strategies for Effective PR Programs Virtual Tours Multiple Uses for White Papers Leveraging Editorial Calendar Opportunities Working with Partners Media Coaching Crisis Communications Leadership vs. Product Positioning

Thought Leadership Company Branding – Not Just CEO –Contributed articles –Speaking opportunities –Opinion editorials –Industry forums For solving problems, addressing issues –Customer-focused roundtables

Thought Leadership –Relevant research Digging deep into customer pain points Offering real solutions to address those Leveraging results for PR purposes –Education programs –Responding/shaping regulatory policy climate

Thank You Q&A