Beyond the Buzz: Strategies for Successful Technology PR

Show notes

For many B2B SaaS companies, PR is a mysterious creature.

They like the idea of media coverage to drive brand awareness and new business, but they're not sure how PR works and how to approach it.

In this episode, Crackle PR's Parry Headrick provides great insight into the inner workings of technology PR and how companies can create win-win partnerships with PR agencies.

We also talk about why entrepreneurs don't understand PR, why PR (and marketing) are among the early budget victims, and why Parry is excited about the work from home revolution.

Key takeaways

Buyers make decisions in niche communities like Slack groups, Discord and peer networks, so a PR plan built only on press releases and top-tier outlets covers half the modern game.

Split PR effort roughly 80 percent on small-ball wins in niche outlets and 20 percent on moonshots like tying your story to a broader trend. Big hits also build trust with the C-suite.

Reporters write about stories with a strong hook and data to back it up, not about friends. Expect at least three months of trial and error before a PR program hits its stride.

Treat a PR agency as a partner. Give it fast access to executives, answer media requests in hours rather than days, and hold an early frank meeting on competitors and crisis risks.

Cutting marketing and PR in a downturn is misguided. Companies that hold or increase spend come out stronger, and going silent makes audiences wonder whether you went broke.

Beyond the Buzz: Strategies for Successful Technology PR

Show notes

Tell me what's going on with your marketing.