Prompt's TechBlog

Good Public Relations can help create a positive buzz around a young tech company in a way that's difficult to achieve through conventional marketing and advertising. The kind of independent media coverage and third party endorsements that PR generates are far more powerful than any kind of paid for advertising, and you don't need a big budget to get started. Here are five easy things you can do to immediately improve your PR:

1) Create a Media Relations section on your website
If you want media coverage, you should make it really easy for journalists to get information about your company. Your website's media relations section should include:

• A concise, plain English guide to what your company does


• A backgrounder on the company history


• Executive biographies, outlining the roles and backgrounds of your key staff


• Information sheets on your key products and services


• An image library containing print and web resolution logos and photos of key staff and products (read our guide to PR photography here)

2) Write one or two press releases every month
Once or twice each month you should write a press release about something interesting happening at your company. Not all of these releases will generate press coverage, but the important thing is to regularly remind the media that your company is energetic and always has something interesting going on.

Be careful not to over-saturate. Journalists get bombarded with press releases, and sending them too many can be counter-productive. Press releases should be posted in your website's media relations section, emailed to target media, and there are numerous online press release distribution services you can use to increase exposure.

3) Get featured in the local and specialist press
Local newspapers, TV and radio stations are always interested in what businesses in their own communities are doing, so contact the business and technology editors of your local media organisations and let them know about your company. Likewise, trade and specialist publications are always looking for stories, so if you've got something interesting to say, there's a good chance you'll get some positive coverage.

If any of your staff have specialist knowledge about a particular area, make sure journalists know that you're always willing to comment on any stories. This is a great way to get featured in stories which aren't specifically about your own company, and to build relationships with the media.

4) Create a reward programme for your best customers
Happy customers are the most powerful weapons in your PR arsenal. Create a Platinum Customer Programme or similar user group for your most important customers, and reward them with perks and incentives.

This makes great business sense and it enables you to foster a good relationship with those customers so they'll be willing to participate in case studies, provide strong customer quotes for your press releases, talk to journalists about your company, and much more.

5) Get involved in your industry and business communities
Everybody on your team should do their best to get involved in your industry's organisations and bodies, as well as your local business groups. This is a great way of networking and raising the profile of your business within your own industry sector and local business community. On top of that, when the organisations you're involved with are featured in the media, there are increased opportunities for your business to attract media attention.

technology - business - pr - public relations