technology pr agencies

PUBLICRELATIONS

BOLD STORIES AND STRONG RELATIONSHIPS CEMENT TRUST IN YOUR BRAND

TECH PR FOR TODAY'S MEDIA

Once upon a time, Americans started their day with a cup of coffee and the morning newspaper—picked up right from their doorsteps. Those days are long gone. Today, many get their news in 280-character snippets, from YouTube, or—if they’re committed—the first few paragraphs of an online article. Simply put, we operate differently, and, for public relations practitioners, that means evolution is critical to success. 

Today, it's all about industry knowledge and individual relationships -- which have always been Idea Grove's calling cards. Here's how we do it:

  1. We Build One-on-One Relationships. The cornerstone of successful PR in the current media landscape is building trust and nurturing relationships. Just as you wouldn’t walk into a job interview without learning anything about the company, PR practitioners need to put in the time to research media targets before a pitch is ever sent. That's why at Idea Grove, we craft individualized pitches for each reporter—taking into account their recent articles, social media posts and even incorporating their hobbies and favorite topics, if applicable. A little research goes a long way toward building rapport -- and respect.
  2. We Focus on Helping, Not Selling. Newsrooms are shrinking, writers fresh out of college are replacing industry veterans, reporters are jumping from job to job—and, all the while, those journalists are now juggling numerous topics or “beats,” often for multiple outlets. It is more important than ever to approach media with the understanding that their time is precious, simply because it’s scarce. To build mutually beneficial relationships, PR pros must approach every pitch with experts on deck, armed with precisely the information and assets needed to make journalists’ lives easier.
  3. We Don't Rely on Blasts from the Past. A decade ago, a company could put a press release on the wire, blast it out to a massive database of media targets, and garner significant results. Today, a mass distribution like that may elicit a response, but that response may very well be to unsubscribe from future messages. For the Amazons and Nintendos of the world, an impersonal blast will still earn quality coverage. For start-ups, mid-size companies and challenger brands, success hinges on adopting an engagement-focused approach rather than the mass broadcast methods of yesteryear. 
  4. We Get Coverage Where Your Buyers Will See It. Targeting the right media is paramount to success. Everyone loves to see their name in The New York Times, but is that the source people who can make the decision to buy your product or adopt your solution are reading? If you’re looking to gain customers in your industry, trade and vertical publications may be a better fit to truly drive business objectives and impact the bottom line.
  5. We Don't Stop with the Media Placement; We Start with It. Whereas once companies could easily reach target publics via the media alone, brands must now ensure their news is popping up in target audiences’ Google searches, social media channels, news apps, podcasts, and video streaming platforms. The audience is still there. They’ve just moved to multiple addresses—splitting their news consumption across myriad sources. The Idea Grove team makes all these stops on the road to client success.

Whether you choose to work with Idea Grove or another firm, make sure your team or agency understands the evolution of PR—and has the tools needed to go beyond traditional media relations methodology. 

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RON NASH

PIVOT3 / CHAIRMAN & CEO

“A couple of years ago at Pivot3, we found ourselves in a fast growing and highly valued industry segment, and one where we had the best and most powerful technology solution, but we were an unknown in the market.  It was great to have the best solution but we needed to radically improve our visibility in order to grow.  We retained the team at Idea Grove to help us with this challenge and they significantly upped our game, resulting in increased coverage by key media outlets, far higher profiles on-line and in social networks, and more of our people out and talking with external groups about our company."

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