Keeping up with modern PR is much like treading water – every time you think you’ve got a handle on things a new wave of technology, tools and tactics washes over you. Currently, this wave consists of social PR. Understanding how to integrate your B2B technology PR strategy with social media is crucial for digital businesses, but it’s not always easy for companies that have a more traditional mindset.
B2B technology companies have their work cut out for them when it comes to PR. They have to find a way to make their products or services, often topics that require a high level of knowledge, interesting and, most importantly, understandable to their audience. They also have to compete with B2C companies, who have much more creative freedom due to the nature of their products. (Cisco, for example, would have no business rewriting the words of a pop song to fit their brand, but Hamburger Helper shares content like this all the time.)
Many companies think they have to spend an inordinate amount of money to secure an effective PR strategy, but this isn’t the case. In reality, it can cost you more money to NOT practice PR. If your budget doesn’t currently allow for you to hire an agency, you can still execute successful campaigns on your own. All it takes is a little research.
Social media and earned media are not only beneficial to each other, they are inseparable, according to a new survey by Ogilvy PR’s Media Influence unit. B2B tech PR professionals who are currently experiencing pushback from social skeptics in the C-suite can use these survey results to strengthen their argument to add social to their PR strategy.
Modern PR and marketing professionals understand the industry is becoming increasingly more dependent on technology. Marketing automation tech is just one example of this trend. Another is the growing importance of big data for PR pros and marketers.