(If you like this blog, please share it. Thanks!) Industry conferences and events play a critical role in any public relations strategy. At our high-tech PR agency, our clients attend a variety of trade shows throughout the year, from RSA to Black Hat to the Gartner Security & Risk Management Summit. After more than a […]
Ask “Why” to Connect Content to Audience
In content marketing, it’s critical to make a meaningful connection to the target audience. But it’s not an easy task: Potential customers and partners are perpetually busy. There’s plenty of content out there competing for their time. If you don’t offer something that’s instantly compelling, they’re going to swiftly dismiss you and move on to […]
4 Big Changes for RSA
(If you like this blog, please share it. Thanks!) Like some of you reading this, I’m building on a lot of great conversations, networking and momentum coming out of this year’s RSA Conference – the cybersecurity industry’s preeminent “see and be seen” conference. After 16 years in technology-focused public relations, mostly within the security realm, […]
How “the Right Voice” Drives Good Content
(If you like this blog, please share it. Thanks!) In my most recent blog, I presented findings from the Content Marketing Institute (CMI) which convey the extent of challenges tech companies face in trying to produce content: The vast majority do not feel their organizations are effective at content marketing, according to CMI’s “2014 B2B […]
What IT Companies Must Know about Content Marketing
(This is the first of a two-part blog on effective content marketing. If you like this blog, please share it. Thanks!) As an occasional contributor and one-time webinar participant for the Content Marketing Institute (CMI), I’m always eager to read the organization’s research. Given that W2 Communications is a high-tech PR agency, I found the “2014 […]
How Bad Infographics “Bury” PR Campaigns
(If you like this blog, please share it. Thanks!) When I’m in a charitable mood, I like to say that I have a “love/hate” relationship with the infographic. When I’m being less than charitable, I describe the infographic as the “Emperor’s New Clothes” of the 21st Century, a frustratingly contrived and counter-utilitarian device which has […]
Essential Steps of a Thought Leadership Plan
(The following is the second of a two-part blog on Thought Leadership PR/communications campaigns. If you like this blog, please share it. Thanks!) To create impactful brand messaging in a lasting, meaningful way, we must aim high. In today’s media environment, this means elevating your clients to the level of Thought Leader. So how do you […]
Driving Value into a Thought Leadership Plan
(The following is the first of a two-part blog on Thought Leadership PR/communications campaigns. If you like this blog, please share it. Thanks!) To emerge as an in-demand Thought Leader within the IT industry, it’s essential to communicate the unique value proposition that your company brings to its niche. Blazing a path toward distinguished innovation, after […]
Is Your Company Ready for Aggressive PR?
(If you like this blog, please share it. Thanks!) Technology companies are super-charged to push forward with new and dynamic ways to innovate and connect with customers. Passive organizations need not apply. If they did, they wouldn’t survive. Given this reality, our high tech PR agency frequently meets with clients who typically express the need […]
5 Ways to Survive Sequestration through PR
(This is the second of a two-part blog on how IT companies can survive sequestration. If you like this blog, please share it. Thanks!) In a recent blog, I opened up a discussion about how federal IT contractors should remain committed to their marketing budgets – especially in times of sequestration/government spending cuts. Good awards are going […]