Public Relations Prospects: Operations & Client Handling Part 3

By Erica Wenham, Wednesday 01 May 2013.

Public Relations Practice & Skillset (Week 26)


What is High-Tech?
  • Broad concept:

-          How people use tools and knowledge - usually the product of science and engineering – to create solutions to problems.
  • Broad in scope:

-          Consumer electronics
-          IT, telecoms, internet
-          Biotech, pharma, nanotechnology, robotics, green energy....
  • Touches every aspect of life... No fixed boundaries
  • “Creating new ways of living”.
















High Tech Marketing & Communications

1.      Focuses on:
-          The marketing of hi-tech innovations
-          Rather than the use of technology in marketing (which can apply to any company anywhere).
2.      Often weak even in major companies:
-          Over 50% of new innovative products fail
-          Technological superiority alone is insufficient for success.
3.      Requires all the classic disciplines.

The Marketing Mix (High-Tech Style)


Internet Extensions
  • Internet advertising
  • Viral marketing (buzz marketing)
  • Mobile advertising
  • Virtual Reality marketing (e.g. Second Life, PenguinClub).

 High-Tech Public Relations
“The most noticeable characteristic is....change”. In PR, new technology affects every phase: Information Gathering, Information Packaging and Information Dissemination. Issues regarding this metric are outlined in the diagrams below.




















Key PR Principles
  • Leverage the power of futurology to create agendas and narratives
  • Focus on education at every level
  • Maintain central position for ethics
  • Manage complex simplicity
  • Create active engaged audiences where technology works for technology.

The Critical Aspect of “Storytelling” in PR

“Tell me a fact and I’ll learn. Tell me a truth and I’ll believe. But tell me a story and it will live in my heart forever”.
Storytelling – the construction of grand narratives – is the essence of PR anytime anywhere.. Especially in hi-tech. (Moss and Desanto, 2010:175). Hi Tech PR specialists have a deep power to connect two worlds, translate the future render the complex in a simple manner whilst bringing the technically dull to life. More importantly, they must also know how to roll-out/engage with the audience.

Engagement: A Detailed Review









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