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Perhaps during no other
time in the history of the world has such an explosion of emerging
technologies occurred. The earliest technologies emerged slowly, taking
root over centuries. Then, the Industrial Age quickened the pace with
the introduction of society’s cornerstone technologies. Today,
the rate of new technologies has increased exponentially — an
entire economy depends on daily innovations from the brightest and
best entrepreneurial and scientific minds.
As a result,
for the first time, mainstream business reporters are actively seeking
stories from the earliest stages of an emerging technology’s
development. While competition for attention is fierce, real interest
exists. That’s why today’s emerging tech companies should
learn all they can about public relations,
as early as possible. Exposure in the right places can leverage a
great technology into additional awareness, funding and success in
the marketplace.
Getting Started
PR works best when the program is customized for that company’s
particular needs and goals. Every program should differ from all others.
However, there are some general steps to take to get started. Following
these steps will help companies build a strong foundation for their
program, ultimately leading to the kind of momentum crucial to success.
Before any PR program is put into place, companies need to develop
the strategic positioning that will help them understand how their
company is positioned within its particular industry sector. Strategic
positioning looks at such issues as how the company stacks up against
competitors, how its technology differs, why it’s better, what
market segments it is pursuing, etc. The answers to these and other
questions help a company determine the key message
points used to communicate to the world, including during media
interviews, at investor meetings, at sales meetings, on collateral
materials, and more. In short, this positioning solidifies the
company’s entire outreach, including its PR program.
Another initial activity is the creation of clear, concise, cohesive
collateral materials. These are tools that will be used to communicate
the messages and may include the company Web site, corporate and product
brochures, corporate presentations, media
kits, etc. A PR program, without proper positioning and the creation
of collateral tools, often fails to achieve its goals.
A single Web site can’t possibly discuss all there is to know
about public relations for emerging technology companies. Nevertheless,
we will discuss a few topics here in a bit more detail to help you
gain a better understanding of how various PR strategies can provide
tremendous benefits for your company. Investment spending on PR can
be one of the most cost-effective expenditures. This section will
take a closer look at: Publicity
Tools & Strategies, What PR
Is (& What It Isn’t), and Using
the Internet for PR.
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