PR Mapping

Some tech companies do a great job developing technology, but when it comes to reaching their buying public, many are unsure how to proceed.  

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They often start with sales and marketing efforts. These initiatives are very important. One problem:  many of these efforts can be perceived by sophisticated buyers as company bias.  Selective decision makers seek out and require independent, third-party material about a company and its offerings. That's where PR comes into play. 

 

Here's an overview of how our methodology works to help a company grow: 

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Buyer

Personas

Get a full understanding of the company's typical buyer and target audience. Create a PR plan and map out respective demographics, market region, business size and segment them into micro targets.  

Message Framework

Develop messaging about company and offerings. Make sure your website is optimized and includes all background material. Ensure value prop, mission statement, "why factor" aligned.   

Company Ambassadors

Work with customers, partners, management and staff for PR opportunities we'll secure. Leverage customer successes as for case studies, awards, speaking, releases and news on their end.  

Traditional & Digital PR

  • Company publicity

  • Social media

  • PR Content/Blogging

  • 3rd-party relationships 

  • Event PR/speaking

  • Corporate awards

  • Measurement

  • Feedback loop (below)

PR Feedback Loop - The Impact of PR Success on the Buying Audience

Direct Hit

Potential buying audience reads/views/listens to story. Press shares on online sites and social media for further exposure. Various types of editorial and new content made available for choice: text, broadcast, audio, video.

Sales & Marketing

PR successes provide  visibility, credibility and fresh content. PR support sales & marketing efforts for target buying audience. Collateral, campaigns and events showcase PR success of company. 

Buyer's Journey

PR tied into content for each stage of buyer eval and diffusion of innovation. Product news & reviews. Thought leadership builds comfort for potential buyer. 

SEO

PR wins can strengthen company's search. Become stronger vs. competitors and more viable choice for buyer. 

Force Multiplier

Stakeholders & public read & share stories. Back links created. Various PR wins help company reach new level of market exposure with buyers - greater awareness,

interest, image and trust.   

Website

Website becomes lively hub for new info. Brings leads in & visitors back. Shows activity & leadership. Educates and informs potential buyers.