Effective PR for technology is about more than white papers and contributed bylines. Prospective technology customers and journalists respond to stories describing how individuals or companies have achieved success with your technology offering.
As a result, the role of case studies in PR for technology companies is growing. At Walker Sands, we understand that illustrating real-world applications of our clients' technology offerings can be a good way to capture the attention of journalists and editors. More importantly, it's often the best way to engage new customers and draw them into conversations about how your tech offering can generate comparable outcomes in their companies.
In today's information marketplace, media outlets are bombarded with pitches promising a range of technology outcomes. But it's not enough to talk exclusively about product features and potential benefits in PR for technology.
There's no getting around the fact that case studies can improve the effectiveness of your PR for technology program. But generating high-quality case studies and distributing them to key audiences can be tricky. Here are a few tips to help you get started.
In our PR for technology experience, it can be difficult to convince clients to go on record about their success for the first time. To overcome their resistance, take a staged approach, starting with a request to include their company logo on your website or to mention them in an article for your company newsletter.
Also, clients respond better if they are presented with something tangible. While they may decline permission to issue a press release, they are more likely to respond if you present a finished case study to them and ask for permission to post on your company website.