Thursday, 30 July 2020 16:20

World class: why we rate so highly in the tech PR sphere

By David Frost CEO PR Deadlines

GUEST CONTRIBUTION by David Frost, PR Deadlines:  Recently, my deluge of overnight emails included one that looked suspicious. I came very close to deleting it.

It appeared to come from the IT industry’s respected Forrester Research proposing the remarkable idea that our agency ranked among the best in the world!  I took a second look, then a third.

PR Deadlines had indeed been chosen as one of the world’s best channel focused PR agencies. Since we had not been interacting with Forrester, this came as a complete surprise.

Three publishers and several senior journalists also recommend us when asked about the best PR agency.

We like to tell clients and prospects that some PR firms are more equal than others. Now it seems that some people believe us!

But why?

Simply because we work at knowing individual media people and their needs and give them exactly what they want, in their preferred format.

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My earlier career as a senior journalist across three continents casts an invaluable light on those needs. Balancing the needs of a PR agency’s clients and journalists is key to the relationship and can lead to client success or failure.

Today’s technology and business writers tend to be time-poor. Recently we took an informal survey, asking key journalists how long it took them, on receiving a PR story or pitch, to decide whether to publish.

The answers averaged, wait for it… between five and 10 seconds!

Fewer journalists are writing and editing more copy, so they want clear, concise and relevant text devoid of adjectives or any hint of marketing hype.

Occasionally we apologise to media people for issuing releases from a client’s overseas headquarters, which we are obliged to pitch unchanged. Few journalists have the time or inclination to read a 200-word initial paragraph or decipher twin-deck headlines almost half as long. In such cases, we email a short, sharp message to grab their attention.

Today’s media receive an avalanche of material, good, bad and indifferent. PR acts as a filter between client and media, and the best agencies invest expertise and effort in ensuring that writers receive information in a format they find useful.

Imagine what life on the newsdesk would be like without that filter. A constant deluge of calls and emails from managers, marketing, communications and salespeople. A life of ceaseless, remorseless spam and jangling phones!

So being perceived as a reliable source of information is critically important in developing the media’s trust.

A good agency will apply our principles of high impact copy-writing across the entire communications spectrum. Disciplined writing is equally effective for social media, lead generation, advertising, presentations, speeches and more.

Good PR will leverage a client’s existing information. White papers, product briefs, brochures, blogs, ideas, and more offer a wealth of opportunity for sniffing out newsworthy items. A world class agency can transform all these into headlines.

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Now’s the Time for 400G Migration

The optical fibre community is anxiously awaiting the benefits that 400G capacity per wavelength will bring to existing and future fibre optic networks.

Nearly every business wants to leverage the latest in digital offerings to remain competitive in their respective markets and to provide support for fast and ever-increasing demands for data capacity. 400G is the answer.

Initial challenges are associated with supporting such project and upgrades to fulfil the promise of higher-capacity transport.

The foundation of optical networking infrastructure includes coherent optical transceivers and digital signal processing (DSP), mux/demux, ROADM, and optical amplifiers, all of which must be able to support 400G capacity.

With today’s proprietary power-hungry and high cost transceivers and DSP, how is migration to 400G networks going to be a viable option?

PacketLight's next-generation standardised solutions may be the answer. Click below to read the full article.


WEBINAR PROMOTION ON ITWIRE: It's all about webinars

These days our customers Advertising & Marketing campaigns are mainly focussed on webinars.

If you wish to promote a Webinar we recommend at least a 2 week campaign prior to your event.

The iTWire campaign will include extensive adverts on our News Site and prominent Newsletter promotion and Promotional News & Editorial.

This coupled with the new capabilities 5G brings opens up huge opportunities for both network operators and enterprise organisations.

We have a Webinar Business Booster Pack and other supportive programs.

We look forward to discussing your campaign goals with you.


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