Do traditional media even matter anymore? According to our recent Media Affinity Study — absolutely. Traditional media such as technology press, business press and vertical press are one of the five key ways IT buyers learn about new technology and research products.
Connect Public Relations® has been working to get our clients stories told by traditional media since 1989. Today we secure more than 25,000 articles each year in the form of news stories, product reviews, contributed articles, thought leadership stories and so on.
Whether it is working with editors, coordinating analysts or even placing your spokespeople at speaking events, Connect Public Relations® can help.
Do traditional media — magazines, newspapers, broadcast and so on — still matter? After all, social media has become very important very quickly. However, according to our Media Affinity Study, traditional media are still in the top five in terms of how buyers learn about new products and services. It makes sense because traditional media have a very broad reach and provide a level of credibility and reliability that social media cannot yet match.
Outreach to traditional media builds brand awareness, establishes thought leadership and communicates news about products and services. Taken as a whole, these efforts provide a high level of visibility for your company.
Connect Public Relations® can help. We have deep experience and relationships with the media contacts that matter. We know what they want, and need, and use that to secure more than 25,000 placements for our clients, from news stories to in-depth reviews and profiles.
For example, Connectsm has helped Symantec establish its Internet Security Threat Report (ISTR) as the industry’s premier report on the Internet threat landscape. In the 2013 report, with Connect’s help, outreach around the ISTR resulted in thousands of articles in outlets such as Associated Press, Reuters, Wall Street Journal, Economic Times, and CIO.
Analysts are an important audience for any high tech marketer. First, they directly influence markets through reports and consulting. Second, traditional media depend on analysts for both background validation as well as quotes for articles. It is therefore important to formally influence analysts as part of your public relations efforts.
At Connectsm we help clients manage this process with a formal analyst relations methodology:
As a leading high-tech media relations agency, Connectsm knows the value of visibility. Through Connectsm’s speaker placement program, your company can make itself heard through representation at the most important events in your industry. Speaking engagements are one of the best ways to bring your company into the spotlight, establish thought leadership and make professional connections that will prove valuable to your business.
Connectsm monitors more than 500 national conferences and industry events each year. In the past 12 months, we have placed more than 100 speakers for our clients at trade events. Our program includes the following services:
Connectsm can find the right event for you to share your vision with the most prominent influencers in your field.
In 2010 Symantec became aware of a serious emerging threat called Stuxnet. The Symantec team realized that they could help solve the problem while simultaneously improving their share of voice in the security industry. They worked with Connectsm to create and implement a comprehensive public relations campaign.
The goals of the campaign were to establish Symantec’s leadership on the issue, and to help prevent the propagation of misinformation. To accomplish this, Connectsm used a variety of media, both traditional and social.
The campaign included 20 Stuxnet-related posts written for the Symantec Response blog, which is followed by a large number of IT administrators, business owners, reporters and Internet security experts. It also included a series of tweets regarding progress on the research, as well as a presentation at the Virus Bulletin 2010 conference. The presentation was a unique opportunity that involved a demonstration of Stuxnet’s ability to affect industrial machinery, and a dossier of research results distributed to professionals of various industries in order to foster collaborative security efforts.
The results of the campaign exceeded expectations. To date, Symantec spokespeople have fielded more than 60 related media interviews. Symantec has been included in more than 780 print/online stories, 28 broadcast/radio segments, more than 400 blog posts and more than 2,000 tweets all on the topic of Stuxnet. Overall, Symantec received more than a 50 percent of voice regarding Stuxnet, while no single competitor registered even 10 percent. The campaign was instrumental in cementing Symantec’s reputation as a leader in cyber security.