By Helpful Hints, Prompt Technology PR

June 10th, 2013

Technology PR recap: The software testing industry

Technology PR recap: The software testing industry

The final entry in Prompt’s blog series,

Prompt Technology PR Snapshot: Software Testing 

Over the past six weeks, we hope you’ve learned a lot about the software testing industry, and ways to maximize your PR efforts. We’ve walked you through the various types of press, including IT publications, business journals, and newspaper journalists. Even if it seems near impossible, there is a way to make it into your favorite publication – all it takes is the right angle.

As your company’s spokesperson, it’s your duty to protect your business’s reputational frontline and reach target audiences. Through PR, media and analyst relations, these goals are achieved, along with boosting sales revenue and industry thought leadership.

So, whether you’re a well-known global company, or a small software testing start-up, reaching the press follows the same tips as discussed in our blog over the past month. In case you missed it, Prompt has compiled them all into one free, handy download – all you need to do is fill out the form below.

Ultimately software testing makes a significant and concrete difference to customer confidence, corporate reputation and that all important bottom line. And PR should be doing just that for you too.

To speak to one of our PR consultants, please contact us today. In a short time, our expert team can discuss your specific situation and some activities that will get you traction in relevant press as a software testing thought leader.

By Helpful Hints, Prompt Technology PR

June 3rd, 2013

Extra, extra read all about it: Software testing and regional newspapers

Extra, extra read all about it: Software testing and regional newspapers

Part five of six in the blog series,
Prompt Technology PR Snapshot: Software Testing

Whether you’re in the check-out line of a grocery store, hopping aboard the metro, or spending the morning at a local coffee shop, newspapers and national media outlets are readily available and easily found.

Coverage in the regional and national press are considered a great hit – just think of the large audience, broad reach and public familiarity of such publications. And although a piece in the New York Times or Daily Record would certainly be something to frame, what if more of your sales prospects read a niche outlet like Computer Weekly instead? This is something to consider as you begin evaluating your PR goals and objectives – always aim for the target, despite how tempting a more wide-scale placement can be.

Now, back to the newspaper press – exactly how can a software testing firm land such a hit? That’s where the Prompt team comes in with the following insider tips:

-       Follow the national newsbeat: Stay on top of the latest news trends and topics. Are journalists discussing the flat economy and pending budget-cuts across enterprises? Offer your commentary on how software testing services, such as automation or outsourcing, can deliver efficiencies to companies, large and small, freeing up budgets.

-       Partner with customers: Customers that are well known will catch the eye of technology- and business-beat editors. If you’ve won such a contract recently, create a unique angle to market your company and be ready to pitch it to the press.

-       Think regional: Any software firm can be regional – just think of where your customers are based and emphasize the location along with any involvement in local initiatives.

If your goal is to make it into the Wall Street Journal, don’t lose hope. With key PR strategies, a great hook, and persistence (if at first you don’t succeed, try again), your software testing firm can land a spot in a well-known regional newspaper.

Tune in next week on our blog for a full round-up of all our software testing PR tactics, including a free download to share with your marketing team. Until then, let us know your comments, thoughts or questions by tweeting at us today: @PromptBoston or @PromptLondon.

By Media Team

May 29th, 2013

Prompt Communications wins Equiso public relations account

Prompt Communications wins Equiso public relations account

By Media Team

May 22nd, 2013

Prompt Communications appointed by Integralis to drive US media relations

Prompt Communications appointed by Integralis to drive US media relations

 Prompt leads North American public relations program for a leading provider of IT security and information risk management solutions 

Boston, MA – Prompt Communications, a transatlantic public relations and digital communications agency with experience in the high-tech, sustainability and healthcare markets, has been selected by Integralis Inc. to lead its North American media outreach program.

Headquartered in Ismaning, Germany, Integralis offers IT security and information risk management solutions to clients around the world. Integralis provides a complete end-to-end security solution that incorporates initial assessments, policy planning and hands-on deployment with 24×7 management and support.

The company has a rich portfolio of managed security, business infrastructure, consulting and technology integration services, combining to reduce overall business costs and risk. Integralis solutions address the needs of customers spanning every vertical sector, focusing on multinational enterprise clients. 

Heather Antoinetti, director of marketing for Integralis said: “As a global provider of IT security services with a growing presence in North America, we wanted a communications agency that both specialized in high-tech and had a dynamic presence in the US and overseas. Prompt has a proven track record in these areas, and we look forward to expanding our brand presence and thought leadership through a US-based public relations campaign built around quality press outreach and rich customer relationships.”

Prompt’s CEO Hazel Butters said: “Prompt is thrilled to partner with Integralis to further its brand reputation in North America and beyond. Integralis delivers end-to-end offerings that provide enterprises in every sector with intelligent ways to manage risk. Inevitable trends in cloud, social, mobile and BYOD technology models are challenging all modern businesses to meet new and intricate security challenges with smarter solutions. It is our pleasure to be appointed by a company that addresses the complex risks associated with fresh trends in every market.”

About Integralis

Integralis provides IT Security and Information Risk Management solutions on a global basis. The company delivers a portfolio of managed security, business infrastructure, consulting and technology integration services. Integralis’ solutions help organizations lower IT costs and increase the depth of security protection, compliance and service availability. Integralis is headquartered in Ismaning, Germany and part of the NTT Communications Group, owned by NTT (Nippon Telegraph and Telephone Corporation), one of the largest telecommunications companies in the world. www.integralis.com

About Prompt Communications

Prompt is a communications agency that enables marketers to increase their sales and marketing effectiveness.  Specializing in innovative markets including sustainability, technology and healthcare, Prompt helps its clients communicate authentically with core audiences online and offline through PR, media relations, copywriting, market and industry analysis, social media, video content and customer reference programs. Founded in 2002, Prompt has US offices in Boston and San Francisco, and European offices in London. Prompt’s current and former clients include Adeptra, Adobe Systems Incorporated, Corizon, Dell|Compellent, Foviance,  GenSight, Grouptree, IBM, Ipswitch File Transfer, jovoto, KANA, Oracle Corporation, smartFOCUS and Webtide. www.prompt-communications.com

By Jackie Fraser

May 17th, 2013

Dr. Who becomes a new kind of practitioner (the PR kind)

Dr. Who becomes a new kind of practitioner (the PR kind)

Good PR stories are not hard to find – whether it’s a great crisis management strategy or a dreaded PR fail, they are all out there. Every day, companies, organizations, celebrities and public figures coordinate with consultants to ensure they’re putting their best foot forward, in PR terms of course. This week, we’re taking a look at Dr. Who’s PR footsteps, and why there’s no need to backtrack.

It’s no secret that Dr. Who’s fan base is gigantic – the hit BBC science fiction program is broadcast in 48 different countries. Given the large international fan base, Dr. Who’s producers and PR team pulled off an impressive campaign after a pre-order crisis. Essentially, the problem boiled over when this season’s DVD compilation was sent out too early to pre-order customers, and included the not-yet-aired finale (oops!).

Now, as this finale is set to unveil some pretty heavy plot-twists, you can imagine the crew’s horror at the mass effect of today’s social media driven world. All of the secrets would be revealed before the finale, resulting in dangerously low ratings for the long-standing hit show.

In a swift effort to combat the problem, Dr. Who successfully turned the crisis into an opportunity. Using social media to reach fans, the television program’s producer has urged viewers to hold off watching, or to at least keep quiet, about what they’ve seen. In return, they will be rewarded with special clips featuring appearances by past Doctors, which to ‘Whovians’ is a pretty big deal.

The true genius behind the plan is this: it doesn’t matter if the producer’s plea succeeds or fails. The full finale could be bootlegged and put onto YouTube for the world to see but the show, regardless, has gained significant engagement and respect for not only owning, but compensating for, its mistakes.

Not to mention, those who have never watched Dr. Who want to know what all the fuss is about, and that already-aired finale will have more viewers than it would have sans-crisis.

To find out a bit more about how Prompt Communications can offer you this kind of effective PR, but without the need for a crisis,  visit our website today. Better yet, let one of our high-tech clients, Ipswitch File Transfer, tell you by reading our latest testimonial.

Will you be one of the many Whovians watching the ‘finale that will change everything’ on Saturday? Let us know – tweet us @PromptBoston or @PromptLondon!

By Helpful Hints, Prompt Technology PR

May 13th, 2013

Introducing the IT press

Introducing the IT press

Part three of six in our new blog series,

Prompt PR Snapshot: Software Testing

At Prompt Communications, each of our PR consultants and copywriters is passionate about technology and, thanks to our work with industry leaders such as Sogeti UK, well versed in the realm of software testing. Inspired by our successful media outreach, we’ve fashioned a six part blog series highlighting the best practices for securing targeted coverage as a software testing firm.

In our most recent update, we stressed the importance of appealing to your niche and recapped the quirks, angles and spokespeople that most appeal to the specialist press. This week in ‘Prompt PR Snapshot: Software Testing’, we broaden the scope a bit and welcome a different kind of press: the IT outlets.

IT publications, such as Computer Weekly, Computing and Information Week, have a readership encompassing all those within the technology and IT industry, expanding far beyond the software testing professionals. Therefore, the articles tend to take a somewhat different, less detail-oriented form than would a specialist placement. However, procurement of coverage within these publications is vital, as more IT managers who hold the buying power are reading them. In many ways, getting in front this audience can be the first step in turning passive readers into promising prospects.

To land coverage in IT outlets, you must know what will attract your new-found readership and tailor your pitch accordingly. Successful angles would include broad topics such as news, analysis and opinions relevant and of interest to the global and national IT community, all subtly relating back to your expertise: software testing. Inform IT professionals and users of the role that software testing and Quality Assurance (QA) can play in improving their own fields.

While immersed in your industry, it may seem difficult to get a firm grasp on the broader picture. When planning your IT press pitches, just be sure to keep these topics in mind:

- New tools, product and services

- Customer wins, especially those big name, household names

- The benefits of thoroughly tested software for IT managers, administrators, and end-users – all of whom will be reading

- Fear, uncertainty and doubt related to poor software testing and QA

- Fresh developments and trends in the software testing industry

- Dead-ends, obsolescence, misunderstandings and failures in the world of software testing

- Expert insights that improve the software testing knowledge of IT professionals in broad roles

- Further insights that enable IT managers to improve planning, strategy, and purchasing decisions

- Innovations in the world of software testing, and an understanding and empathy with the challenges and pain-points facing IT professionals today

Stop back next Monday for another informational round-up – where we’ll cover the benefits of the even broader business press.

To discuss your specific situation, targets and how to gain valuable traction with relevant press as a software testing thought leader, please email us today. To speak directly with one of our tech PR consultants, please feel free to dial us at (US) +1 617-401-2717 or (UK) +44 20 8 996 1650. Let us help you get in front of the press – and gain the momentum you need to advance in the software industry.

By Helpful Hints, Prompt Technology PR

May 6th, 2013

Meet the software testing press

Meet the software testing press

Part two of six in our new blog series,

Prompt PR Snapshot: Software Testing

As a group of public relations and copywriting professionals, we are enthusiastic about our work in the technology industry, especially when it comes to software testing. Whether we’re writing press releases, ringing top-tier testing journalists, or simply picking up the latest issue of SD Times, the fast-paced software testing market is something that excites us – and even more exciting is the role PR can potentially play in it.

Last week, we noted that your software testing firm does, in fact, need PR, so it’s only right that our second edition of our ‘Prompt PR Snapshot: Software Testing’ will begin with a coverage tutorial, taking you on a journey through the world of the software testing and specialist press.  When committing to a targeted media relations program, you’ll need to know who to target, and how to capture their attention.

The idea of specialized press often leads professionals to believe that they will simply be handed their media opportunities on a silver platter. Unfortunately, the truth is that no matter how relevant your high tech firm is to the software testing publication you’re hoping to appear in, you’re still going to have to try for that coverage.

Here are some considerations to make the uphill battle a bit more bearable. When reaching out to aforementioned specialist press, be sure to:

- Remain as up-to-date and relevant as you can: Editors and readers alike need to know that you truly understand the challenges facing software testing employees, and are providing information that will realistically better their practices. Learn as much as you can about the organizations implementing your services and their employees’ needs.

- Offer only your most knowledgeable, confident spokesperson: Each editorial opportunity is different, but one thing remains the same – the editors are looking for an insightful spokesperson, one that is capable of being a though leader within the sector. With this in mind, choose your spokesperson carefully each time a briefing is secured. Professionals featured must be able to handle any questions thrown their way, and therefore, they should be an expert on the topic at hand.

- Fit the mold: Software testing press is most keen to see collateral in the form of customer case studies, controversial opinion pieces, authoritative thought leadership pieces, hard news or analysis. Approach the journalist equipped with one of these angles from the beginning and set yourself apart from the competition.

- Keep an open mind: Remember that these publications and their readership come from many different backgrounds. Customer successes and case studies can hone in on any market, so dig deep and find the best one in your arsenal.

Popular software testing titles in the US, UK, France and Germany to keep in mind for targeted media outreach include: Professional Tester, TEST Magazine, SD Times, Software Test Professionals, Programmez!, and ITSecCIty.de. The topics generally covered by these specialist publications are the following:

Join us next week for an in-depth look at how to land yourself a spot in the top-tier IT press, including Computer Weekly, Computing, Computerworld, Information Week, and TechWorld.

To discuss your specific situation, targets and how to gain valuable traction with relevant press as a software testing thought leader, please email agile@prompt-communications.com. We look forward to hearing from you.

By PromptBoston

May 3rd, 2013

Innovation Nation: Celebrating a proud pioneering tradition

Innovation Nation: Celebrating a proud pioneering tradition

Massachusetts, and the twin cities of Boston and Cambridge in particular, has been a thriving hotbed of innovation and pioneering spirit since its very foundation. From Harvard intellectuals to ground-breaking glass and ink industrialists, from the earliest computing visionaries to modern green tech and life science visionaries, innovation has always been second nature in this part of the world.

To celebrate the vibrancy, optimism and can-do determination of business and individuals that still thrives in the area today, Prompt Communications has decided to produce a series of short videos showcasing the rich talents of start-ups operating out of the Cambridge Innovation Center.

We’re interviewing truly inspiring, innovative businesses at CIC, and can’t wait to share the passion and enthusiasm they have for their products and markets with you. We’ll reveal what makes the people behind these organizations tick, what fuels their ideas, and how they became so ambitious and driven to succeed.

Join us as we showcase our nation’s greatest innovations, and celebrate the proud pioneering spirit of some of the most exciting businesses in operation today.

By Helpful Hints, Prompt Technology PR

April 29th, 2013

Software testing and the PR opportunity

Software testing and the PR opportunity

Part one of six in our new blog series,

Prompt PR Snapshot: Software Testing

As a transatlantic PR and copywriting firm, we’ve worked with high tech clients spanning the globe, from Boston start-ups to key players like Dell and Oracle. Since 2005, we’ve worked with Sogeti UK, one the UK’s leading provider of software testing services, to deliver a powerful media outreach programme, securing coverage in popular titles like Computerworld, ComputerWeekly, Tech World and TEST Magazine.

From our experience in working with high tech clients, in particular the software testing industry, we’ve compiled a Prompt blog series highlighting key tips when reaching out to various types of press covering the sector. Consider this your weekly inside scoop when it comes to PR and software testing, compiled from our media relations expertise dating back to 2002.

Why software testing needs PR

If you manage, market or work for a software testing or quality assurance firm, then you are on the reputational frontline. Your customers operate in increasingly competitive markets and know that the quality and speed of software delivery can be the difference between success and failure. They depend on you to make their businesses work, because when technology fails and transactions stop, business processes halt and customers get frustrated. And when today’s customers get angry, they talk about it online; on blogs, Facebook and Twitter.

Your opportunity to comment

Business managers are painfully aware of the need to ‘get up to speed’ with testing tools, applications and processes that are of critical strategic importance. This is the opportunity for you to educate, inform, prove, and even entertain – with fresh ideas, expert insights, real authority, fun and enthusiasm for your business.

The media opportunity

Prompt has worked with the media in the US, the UK, France and Germany. These are the countries where our clients operate, where we employ consultants to work in local languages, and where we know the press. We regularly work with all areas of the media in these territories to protect and reflect our clients’ objectives and interests. Join us next week, as we take our first look into some of the different print and online influencers that we advise and target for software testing vendors. We’ll start our series off with the specialist press, which includes the SD Times, Programmez! and Professional Tester.

To discuss your specific situation, targets and activities that will get you traction with relevant press as a software testing thought leader, please email agile@prompt-communications.com. We look forward to hearing from you.

By Helpful Hints, Prompt Technology PR

April 22nd, 2013

Prompt’s content marketing Monday tip #10: Keep up with technology

Prompt’s content marketing Monday tip #10: Keep up with technology

In our last content marketing tip, we couldn’t help but share the endless benefits of video – even if it does come with hours of video editing, tedious takeover shots and knowing what makes great footage. But a video camera isn’t the only technology you should know how to use.

In today’s digital era, your company should always remain up-to-date with the latest trends in technology, especially when it comes to jumpstarting your content marketing efforts. Sending a marketing brochure through the old-fashioned post is simply not enough anymore – one must think outside-of-the-box, and turn to technology for new distribution methods:

The rise of mobile

Everyone owns a smartphone – which gives you all the more reason to push content through such a powerful platform. Mobility ensures constant connectivity to current customers and future prospects while on-the-go. Look into “m-commerce” as a means of marketing your company – create a mobile-friendly site and offer communication through text messaging (for those who prefer it).  Just be sure the mobile experience is seamless, as we all know there’s nothing worse than a flawed system. 

Tablet compatible e-newsletters

You’ve heard our many reasons why you need a company newsletter before. Not only does it provide a means of visibility, increased SEO and enhanced thought leadership, but it also maintains regular communication with former and current clients around the world. However, with the recent trends in mobile (see above) and tablet, how many of your e-newsletter recipients are really reading the content on a computer screen? Your answer: slim to none. When distributing your company newsletter, ensure layout and graphics are tablet-friendly and displayed properly – leaving readers to rave over the piece, instead of unsubscribing. 

Social media scheduling tools

If your company is on any form of social media – be it Twitter, LinkedIn or Facebook – it must remain active and consistent when sending messages. But with limited bandwidth and overbooked weekends, it’s hard to find time to log on to Twitter and send that 140-character tweet every other hour. Thanks to techies that understand this need, several platforms now exist to help you schedule your messages ahead of time, and in various time zones. As a transatlantic PR firm with offices in the US and UK, we use these tools on an everyday basis – our favorites include our friends over at MarketMeSuite, along with easy-to-use HootSuite and TweetDeck. 

Vine videos

Vine, a new short video app, has presented us with yet another way to distribute video – but this time, in six seconds or less. Perhaps the best feature of Vine is its ability to splice together bits of past video content to create a montage. The video app gives you a new way to differentiate your brand and engage with others, without losing your audience’s attention span. The app is integrated onto Twitter, so existing followers have the chance to seamlessly surf onto your Vine account.

For the most part, the list above gives you a current glimpse into tech tools and trends – but you must also consider the future. How will Google Glass, smartwatches and touchscreen user interfaces impact your company’s marketing? In a constantly evolving world that is heavily reliant on technology, you must keep up with the trends – or get left behind by your target audience.

To access all of our past ten content marketing tips in one convenient, free download, please fill out the form below.