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Enabling Technology
You know you are a PC addict when you can't tear yourself away from what you're doing to watch X-Files. On the plus side, you know you can cope with your addiction if you can manage to raise yourself out of the swivel chair for long enough to set...
Technology, Or Crutches?
Having made it my business to look for divine shortcuts, I discovered early on that every bit of human technology is being made for an aid to finally discover that we really don't need technology at all.
Yes, insanity, at first, but really...
The Pitfalls Of Using Technology For Technology's Sake
Being a long-time Internet entrepreneur, I have made certain observations over time. Most people who start an online business seem to go through certain "phases." They make the same mistakes, and they react the same to different circumstances....
The Technology Myth by Carolyn Ho
The myth is that technology is difficult to understand, learn, capture, grasp. Not true. You do not have to be a geek, a genius, work for an IT department or be an all around tech guru to learn technology of any sort. Here's the analogy. I had to...
Using Technology to Manage Customer Loyalty
Don't let your customer satisfaction research initiative collect dust on a shelf. Integrate technology with research to optimize the use of customer information.
The typical company spends 80% of customer research time and effort gathering...
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Why PR Is So Important for Emerging Technology Businesses
Learn why PR is not just a nice-to-have, but a must-have, for emerging technology businesses
Emerging technology companies face a special challenge when trying to move their offering from the small Early Adopter market to the profitable mass market (Click on above link for diagram and details). Unlike the Innovators and Early Adopters of technology, those in the mass market are pragmatists. They are rarely leaders and want references before purchasing what they consider to be "proven solutions."
A well-executed, sustained PR effort helps emerging technology companies reach the broad audience necessary to find the small number of Innovators and Early Adopters. It can also deliver the editorial mentions, and even endorsements, necessary to convince the mass market that it's safe to buy.
The publicity generated by Public or Press Relations (referred to as "PR") is almost always the most valuable and cost-effective way of promoting an offering. Unlike an advertisement, editorial publicity carries the perception of an unbiased third-party endorsement. And the benefits of a positive endorsement by the media can hardly be understated.
Potential customers turn to the media to learn about solutions, and to help choose between potential offerings. Many prospective customers do not look beyond these endorsements and make purchase decisions based on the credibility of the media.
PR allows an organization to deliver its message to large audiences. Magazines and newspapers, whether on paper or online, typically measure their circulations in the tens- and hundreds-of-thousands. Broadcast media, like radio and TV, typically measure their audiences in hundreds-of-thousands and millions.
A company that is "in the news" is more visible and more interesting. Good publicity can attract capital, partners and employees as well as potential customers. It can position a business as "the expert", "thought leader" and " go-to people."
Frequently, publicity begets more publicity. This means that a sustained PR campaign can be significantly less expensive than, for instance, a typical advertising campaign in terms of both marketing ROI and total dollars spent.
About the Author
Agnes Lamont is a partner at MarketingSage. The company provides strategic marketing advice and a talented team of experts to implement marketing programs. MarketingSage also provides do-it-yourself resources that enhance marketing productivity.
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