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Our public relations division prides itself on meeting the high standards that have long been a trademark of HiTechPR. Carefully planned strategy, excellent writing, pinpoint distribution and tenacious follow-up all contribute to a successful public relations campaign. By listening to our clients and gaining a deep understanding of their products and services, we have been able to achieve one PR coup after another. |
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Our strategic media relations services typically include:
Press Releases
Case Studies
Corporate Information Kits
Media Lists
Analyst Tours
Press Tours
Expert Interviews
Speaking Engagements
Interview Preparation |
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Press Releases
One of the primary tools HiTechPR uses in its strategic media relations efforts is the issuance of press releases on a regular basis. Releases prepared by HiTechPR are written to the standards of the New York Times Style Book. Here are some circumstances when a release may be appropriate:
Staff Change
This can be a promotion, new hire or even a retirement.
New Product or Service
This may be a new product or an improvement to an old one.
New Business
Including major contracts and partnerships.
Awards: This can apply to a product or service, an individual or to the company itself. |
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Preparing and Placing Case Studies
Many articles that appear in industry publications have been researched—and sometimes written—by public relations firms. These user success stories are done with the cooperation of one or more of a company’s customers who, upon realizing that the article will portray them in a favorable light, will usually devote as much time as necessary to the project.
The publication of a case study in just one magazine can be more beneficial to a company than an ad costing thousands of dollars in the same publication. Often, the same case study can be placed in several publications representing different vertical markets. For example, when a HiTechPR client recently helped its customer significantly reduce its service costs, the resulting case study appeared in 10 publications including Business Week, Computerworld and Imaging Magazine.
Because we consider case studies to be such an important part of a strategic media relations campaign, HiTechPR urges its clients to prepare their customers for involvement in case studies by explaining the PR benefits that they too can reap from a well-placed article. |
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Corporate Information Kits
One of the most useful tools necessary for strong PR effort is a corporate information kit. (Remarkably, many small- and medium-size companies don’t have one.) An information kit comprises a corporate backgrounder, a Q & A or FAQ and biographies, often supplemented with photographs.
Backgrounder: This includes pertinent information about a company such as when it was founded, its mission and who its customers are. As a concise one-page summary it can be more valuable to a reporter than an expensive four-color brochure.
Q & A: Asks and answers the most frequently asked questions (FAQs) about a company’s products and services. This document should be as detailed as possible. Journalists are inquisitive and they appreciate nothing more than having their curiosity anticipated and fulfilled.
Biographies:A professionally written biography of each corporate officer is a valuable and necessary component of any strategic media relations arsenal. |
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Media Lists
Even the best-written press release cannot effectively communicate important news about a company unless it is promptly delivered to the right journalists and editors. This is why HiTechPR devotes considerable time and resources to compiling the most comprehensive media lists for each of our clients.
By using Web-based research only—and not static material such as catalogs or CD-ROMs—we know that our information is accurate and up-to-date. Our research also tells us which editors prefer postal mail and which ones desire e-mail. Still others want to be faxed. Having inside information on every editor and writer is a “must” for PR firms-and their clients. |
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Analyst Tours
Most business to business and high-tech companies today are familiar with the power wielded by major industry analysts. However, many are reluctant to or don’t know how to approach influential firms like the Gartner Group, IDC Research and Jupiter Media, to name just a few. A carefully planned tour of major industry analysts can be a boon to any company but it is essential that company representatives are fully prepared. |
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Press Tours
Because editorial staffs change regularly, companies benefit from periodic press tours. Many companies, especially those that do not advertise frequently, are excluded from important articles because their profiles are low. By meeting with editors and staff writers over lunch or a cup of coffee, a company can present its story and create interest that may lead to inclusion in the publication’s next pertinent article. |
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Expert Interviews
Every day reporters seek expert commentary on all kinds of breaking stories. Each instance represents an opportunity for a company spokesperson to present a professional opinion or observation that will reflect positively on the entire organization. HiTechPR is alerted to hundreds of such opportunities each month via Profnet News Services. |
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Speaking Engagements
Winning the perfect speaking engagement is one of the best methods of building visibility and credibility. HiTechPR offers speaking engagement research, abstract and speech writing and presentation skills coaching. Our speaker's platform research covers all bases from the most intimate analyst symposium to CES, the largest industry trade show on the planet. |
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Interview Preparation
There inevitably comes a time when a company’s staff is contacted directly by the media. This may be in response to a new product release or because of a related news story. In any case, all individuals within an organization who might be contacted by a reporter should receive thorough training in the “do's” and “don'ts” of media relations. |
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