As an executive journalist on the Fin Review two decades ago, too much of my time was spent trashing PR handouts. Eventually head-hunted by a PR agency that wanted someone who could actually write, it took me a while to reach an equilibrium.
Balancing the needs of clients and journalists is key to the relationship – a concept that is easy to discuss yet often difficult to achieve.
Occasionally we are obliged to ease clients carefully into the real world of media expectations. ‘So why isn’t the fascinating story about version 2.xyz of our software on national TV?’ Well…
We know that today’s infotech writers are more time-poor than ever before. Fewer journos are writing and editing more copy. So we focus on giving them what they need: clear, concise and relevant text devoid of adjectives or marketing hype.
This results in media who respect us and clients delighted with the outcomes. We know that at least two – and possibly three – high level IT publishers recommend PR Deadlines when asked be vendors about the best Aussie-based agencies. Their views reflect the value that media-savvy PR can bring deliver to clients.
Today’s IT journalists receive an avalanche of material, good, bad and indifferent. PR acts as a filter between client and media, and the best agencies invest expertise and effort in ensuring that writers receive information they find useful.
In an industry bursting with innovation and new ideas, a reliable source of well presented information is critically important.
A good agency will apply our principles of short, sharp copy-writing across the entire communications spectrum. Disciplined writing is just as effective for social media, lead generation, advertising, presentations, speeches and more.
In a world where native advertising is flourishing, people are using ad-blockers to switch off online ads, so content continues to grow in importance. A company’s ‘brand narrative’ simply isn’t sufficient. Vendors and agencies need to work expertise and knowledge into all their messaging, which calls for professional writing skills and editorial experience.
PR agencies are a conduit that allows journalists to delve deeper into the mysteries of emerging technology such as touch commerce, machine learning, programmatic marketing, virtual reality, cognitive technology and predictive analytics.
Hey, after editing such information we figure that if we can understand a given aspect of technology, anyone can!
To learn more, contact
+61 (0) 408 408 210