Despite the "Associated Technology" without its own public relations budget, it is not a hot spot of news, but in the past three years, more than 1,000 news about this company is in the media.
Wadhwa, founder of "Associated Technology", shared seven public relations small secrets with us on the Marketingsherpa website:
Tips 1: Read a lot of business publications
Wadwa said, "I read 40 to 50 this publicology to know the news hot topic." Every time Wadwa reads his favorite report, he will find the name of the reporter and the article written by the reporter, probably understand each other. Directors, writing methods, and preferences. Then he will send a private email from time to time, which is good, providing the other party may be particularly interested in news clues.
This kind of guerrilla's news market sales method is much more difficult than the simple flowers in a simple manuscript. However, in the long run, this marketing method is much effective.
Tips 2: Caring to meet the needs of reporters, not your needs
"I want them to write my company and how our products is good," said Deficitation, "But in fact, but it is not good." So when he talks to the reporter, it will consciously provide some data or illustration for the opponent's direction - even if these reports are seen from the surface, there is no direct relationship with the company technology.
"I have encountered a reporter from the United States" News and World Report ". He is writing a report on immigration," Wadwa said, "So I specially liked to contact us of immigration employees from our company."
Although this report may not make your own sales performance leader, it will make you a long-standing relationship with the reporter, once their news report is related to your product, they may call you.
Tips 3: Give reporters a news bait
I want to find a relationship with your work and current major news. "Last year, all media is talking about local security issues," Wader said, "So I checked our customers, see if I can discover relevant information." As a result, he found that the Ministry of Justice in North Carolina was checking their system with the Software of Relevance Technology to address the growing safety needs. Hey there! It's it!
Vadwa emails to reporters, this news is immediately adopted.
Tips 4: Do not ignore small publications or regional publications.
"The reporters of the small area are often brought to several jobs, and everything must be personally," Wadwa said, "If you are particularly friendly, they will remember you, don't worry about you. If because If the issue is less despise, then you have committed a big mistake. Large publication taking a clear autumn. The Wall Street Journal has called me, and reports to me in a community newspaper.
Just like an avalanche, if there are many small newspapers reports you, large newspapers will follow, especially when you just put the boost, even the case.
Also remember that small newspapers are often the training base of large publications. Small reporters flew on high branches, and they will take their contact list when entering the big institution.
Tips 5: Accept interview at any time (no matter how busy)
Quick response quickly. In order to accept news interviews, Vadwa has left the meeting. He reply to email within a few minutes or even seconds. "If the reporter needs some material, it may be necessary to interview a lot of people", Wadwa said, "If you first feedback, provide the information she needs, then you will win."
Most technical companies' high-level impossible to respond in time before the deadline - so their opinions will not be quoted frequently like Wadwa.
Tips: honest
"Reporter is smarter than most business people", Wadwa disconnected, "Hu Yan is very easy to be seen by them, let you talk about the sky, they will not be active. So don't want to lie reporters."
This is especially important when the company has problems, and it is necessary to control the loss at the minimum amount. Once, "Associated Technology" president rebells another company, and a local reporter interviewed Wadwa. Unfortunately, Wadwana is undergoing fundraising, so it is extremely high-profile media reports. "I tell you the truth", he told reporters, "Please help me, don't destroy risk investors' confidence in our investors." This is a negative news, and later "Wall Street Daily" is still reported from positive.
Tips Seven: Stick to the point of view
It is absolutely honest when expressing, but also is inflammatory. Emoticity, you can help you with one arm. Vadwan's blunt venture capital business has a psychological, and their homework is not enough, do not understand the company's investment and control.
"If you are writing a risk investor report, you must plan to interview a lot," Wadwa said, "Then you should interview me first."
