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.