A day doesn’t pass when some company or another is touting some breakthrough technology. It’s no wonder that the media dedicated to covering the world of technology has become jaded and cynical. This is story that has become all too familiar to those engaged in the practice of technology PR. What therefore should companies looking to engage a technology PR specialist look for?

First, technology PR will not only draw attention to technology companies, but help them stand out from their competitors. Targeted technology PR can position your company as the thought leader in the industry. It is vital to be seen as a credible contender to those who know the ins and outs of the technology world. Being visible and talked about will also strengthen your company’s position to your key audiences. People talking about your company or product are one of the best forms technology PR. Word of mouth is trusted and valued. Hearing a positive review from a friend or neighbor can often outweigh an expert’s opinion. Likewise, a negative review can spread just as quickly and do a great amount of damage. These candid testimonials cannot be controlled. However, you increase their likelihood through positive publicity and effective technology PR.

One way to define technology PR is by calling it performance recognition. Companies in the technology industry can best utilize technology PR to gain recognition for what they do. Most of the companies in the technology industry are making advancements every day, as noted earlier. It is unrealistic to receive recognition for each individual daily advancement, but recognition should be received for those break-through moments. This may include new product releases, awards or significant research advances. Consider whether or not your achievement seems to be newsworthy or have mass appeal. Once you have an achievement that seems appropriate for coverage, it is important to be visible. This can be done by using the news media to spread your story and give you that third-party stamp of approval. Using the media as the distributer of your story gives an objective view to the public. Be sure to hone in on what news outlets and reporters would best fit with your story. Not every tech reporter is right, just because they are a tech reporter. Look at what the reporter or news outlet has been covering lately. This should align flawlessly with your story. Once you have found that perfect match, you can pitch your story and obtain the performance recognition you deserve.

Using technology PR as a tool for performance recognition is creative and credible. When done correctly, it is greatly beneficial to those in the technology industry by positioning them and making them more visible in the public eye and ahead of their competition.

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