Technology PR
Good media relations is often key for any technology company wishing to explain its offer, establish its credibility and attract prospective customers.
Websense: unknown to leader in 4 years
In 2000, Websense, a leader in the deployment of Web filtering technology in the corporate environment, had a 30% market share worldwide. But neither the concept nor the company were well known in France.
Over a period of three years Tukilik conducted a structured awareness campaign to first educate the press and broadcast media, and then promote the perception that Websense was the leading innovator in its field.
Today Websense is referred to in the French press as the leader in the Web filtering market.
Tukilik has true in-depth experience in this field. Clients choosing Tukilik are assured of a thoroughly professional service:
- real results fast,
- a high level of return on their investment.
Our marketing expertise, understanding of the technology market and thorough knowledge of the technology press means we can design effective tailor-made, well targeted action plans which precisely match our clients' objectives.
For Tukilik, the first essential step to a successful PR campaign is understanding the product and its positioning. Only once this is clear can we properly decide on the media, including TV and radio, and analysts we most need to reach for maximum impact and visibility.
Four specific stages, usually:
1. Defining strategy
- An overall PR strategy is drawn up based on a marketing analysis of a client’s offer and positioning. This is reviewed as the product or service and the market orientation evolve.
2. Taking ongoing actions
- Press releases: writing & sending
- Press kits: creating a Press kit and updating information when necessary
- Following editorial calendars: identifying special features
- Contacting journalists: follow up on press releases and organizing interviews
- Sending of online press clippings: articles are sent in real time
- Press clippings and metrics: evaluation of coverage
3. Taking more specific actions as necessary
- Producing client case studies to help publicise its success
- Placing articles in special features: to strengthen visibility
- Holding press conferences
- Undertaking product testing and comparative tests
- Assisting at exhibitions
- Arranging press tours and site visits
- Organising breakfasts and round table events
4. Additional actions
- Translating press releases and documents
- Organising workshops and seminars
- Preparing white papers
