Any Technology can Become a Popular Topic
To place technology providers in any industry in high-reach media or in social media, corporate PR offers many approaches.
The more transparent a company presents itself, i.e. offers a look behind the scenes, the more interesting it is. This is why background information is also the most important non-personal source of information for journalists.
In the text area, so-called white papers have been established for decades and are an integral part of the canon of press and public relations work. For some years now, videos and podcasts have also been included, and demand is increasing, especially due to the growing importance of social media.
This applies not only to B2C communication, but also to B2B communication in the technology sector. Agencies have the task of finding, sounding out and exploiting PR opportunities for their clients. In this context, it is helpful for annual planning to take up recurring social events such as the “Girls and Boys Day”, formerly just the “Girls Day”, which offers technology providers a creative stage.
Traditions can also be used with great regularity for corporate PR, for image cultivation and to increase awareness, which ultimately arouses curiosity: What does the company actually do? In the pre-Internet era, events like this were exclusively assigned to location PR. Today, they, or rather their documentation in text, image and sound, have a boundless effect through promotion on social media.
Of course, this unbounded reach can only be realized if technology PR responds to current reception behavior. When it comes to abstract topics such as software, process optimization or consulting, image PR is one of the most difficult instruments in the PR orchestra – but visualization is a must.
In the print and online trade press, software and solution providers can still score points with screenshots, diagrams and illustrations. The premium variant for explaining complex services and products, however, is professional videos.
Videos work very well in reference reports, for example at IGEL Technology, which is sponsoring the IT infrastructure at the “Kieler Wochen” or at LANCOM Systems, which has implemented an SDN and cloud-based network infrastructure at Air Zermatt.