In the world of technology PR, August is typically viewed as a slow month. Not this August!
Between Google’s acquisition of Motorola Mobility, HP’s decision to shed its PC manufacturing arm and Apple CEO Steve Jobs resigning, August served as the backdrop for some game-changing news in the technology industry. Not only are these significant developments, but if you asked anyone last August if they would predict these announcements, I think many would answer with a resounding no.
Competitive landscapes are evolving in ways we never imagined, making now one of the most exciting times to be in technology PR. As I reflect on these milestone events, I think of my clients and other technology companies seeking to make their mark in their own industries and become the next (positive) headline.
Over the years, I have been lucky to work with innovative technology companies that are either true leaders in their markets or on the fast track to become leaders. And leadership can be established through many avenues. There is no question that – at the core –a company needs to deliver a product or service that creates true business value. Without that foundation, true market leadership will forever be a goal versus an accomplishment.
If your company IS creating opportunity and business benefits for its customers and you have that foundation, then you need to think hard about where you want to be this time next year.
The beauty of technology PR today is that we have so many channels where we can tell our story. How you tell the story and what the story is makes all the difference.
If you want to be the one making headlines by August 2012, you need to not only be part of industry conversations, but lead them. Take a stance. Get provocative and talk VISION (with substance). As an executive you need to be comfortable sharing your opinion on where you think a market is headed or other company moves. This insight should be based on your own experience, traction the company is making and developments anticipated in the months ahead (based on your company’s own due diligence). And when you put that stake in the ground when talking to a reporter, blogger or any other influencer for that matter, be prepared to be challenged on it weeks, months – even years down the road.
Also, be sure to anchor your vision with validation and results through customers, product innovation, partner alliances and analyst support. Being visionary is powerful – when grounded in substance.
Take inventory of your PR assets, your goals and be thoughtful in your approach. What is your end game? What is your plan? How can you be the type of newsmaker that will help you and your company achieve your goals?
As you say good-bye to summer and get ready for the back-to-school mentality that is Fall, ask yourself: Where do you want to be this time next year? Making headlines or only reading other company headlines (again)?