Public Relations Through Effective Communication
Public relations is a key component to the success of a B2B technology company, providing awareness, thought leadership, credibility and critical SEO backlinks for your brand and products or services.
Often referred to as media relations, public relations at its core involves building strong relationships with key publications and their editors, industry analysts such as Gartner or Frost & Sullivan, bloggers, podcasters and other industry experts and influencers.
Since 2013, DJA has built and nurtured relationships with these influencers, evolving those relationships with the changing needs of the media. Some publications have moved from print to exclusively digital content. Some editors have become freelancers for multiple publications. With smaller staff and tight deadlines, many publications are looking for quality contributed content from companies. Quality interactions with the media is essential in communicating your company’s value proposition, strategic business goals, product and service offerings, technological expertise and competitive advantages.
In addition to the media relationships already built over DJA’s nearly 20 years working with B2B technology companies, DJA also has access to the comprehensive Cision media database to research and connect with the right editors to communicate your particular product or service.
Public Relations Content Development
Meaningful interactions with the media, as well as your investors and customers, often require quality content. As part of its public relations services, DJA researches and writes press releases, articles, blog posts, white papers, case studies and other informative content. Sharing this content with the media, as well as your investors and customers, is a great way to nurture those relationships and to communicate your company news and core messages.
DJA leverages the paid, earned, shared and owned media (PESO) model in all of its public relations activities. This ensures that each piece of content developed can be maximized beyond its initial purpose. For example, content from a press release can be used for a LinkedIn Sponsored Content post (paid). The press release can be shared with editors to provide information for an article (earned). The press release content can also be developed into multiple social media posts (shared) or posted as a company blog post (owned).
DJA’s public relations services also include promotion and management of media and client interviews, live or conference call press tours, securing speaking engagements and coordinating tradeshow media and exhibition activities.
Unsure of whether your company needs public relations? Here are some of the ways public relations can be used to promote coverage of your company activities, such as:
- New product/service launches
- Funding announcement
- Significant contract acquisitions
- Executive team hiring, retirement, etc.
- Financial result advisories
- Facility construction or expansion
- Tradeshow participation
- Webinars or speaking engagements
- Industry awards or honors
To find out the types of companies DJA has assisted with their public relations strategy currently or in the past, visit our clients page. And contact us for a copy of our capabilities brochure to learn how DJA can help you.