subject: Using High Tech Public Relations To Navigate A Tricky Economy. [print this page] It's almost impossible to count how many ways technology has benefitted society in the last decade, let alone in the last five. The average person has become forced to adapt to all of the different ways to absorb content and communicate and high tech public relations has had to make sure that they can coherently reach people with their client's message. In the past, television and radio and print journalism were kings and that made things quite easier for the average PR firm. Not today, now those media are still important, but their impact has lessened and reaching people through the internet has become by far the most important way of doing business. Each passing year, we become more connected than ever which has many pros and cons for high tech public relations firms. For an average PR firm it feels like racing through quicksand. Just as they had been able to work through the web, a rise in smartphones and tablets has made it critical to deliver client messages across several different screens in appropriate ways. And upon doing that, now there are a multitude of social media platform that connect many people but can also isolate individuals from a mainstream message and pitch. Adding in a shaky economy during all this sea change has made it quite difficult for all but the best PR firms to feel like they are playing catch-up.
High tech public relations have always been critical since this sector of the economy has always generated many similar firms that can only be delineated by solid PR. With our limited attention spans, the roles of PR have only increased. The average person doesn't suffer through three channels like they did in the 1970d. Now there are so many choices that the average consumer can feel like they are drowning in them, but a savvy PR firm can make sure that a concise message is delivered through any of the dinosaur forms of media. It isn't innovation and the hot new thing that impresses people anymore. The key to marketing and High Tech Public Relations is being able to reach niche audiences which the internet and social media have done well to create and foster over the past two decades.
Because of the rise of Facebook and Google and Apple, every talented young professional wants to work in high tech and create a startup that will make them a billionaire. Obviously, the odds are incredibly stacked against such a result, but there are other issues as well. The problem for these brilliant individuals is often that they assume that their idea will carry them and they won't have to worry about generating business and interacting with the public, let alone Wall Street. The idea that their startup will be such a game-changer and will be so remarkable is only achievable for the best .01% of companies that succed enough past the most initial of stages. The odds are long and overcoming them requires high tech public relations.
by: Kevin Waddel
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