Council connect, tech pr smarts

Tech PR Smarts, February 1, 2012

Wednesday, February 1, 2012

@aztechcouncil

@GlobalConnectPR #TechPR

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You are in Good Company with Global Connect Communications

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Customer-Based Communications

CUSTOMER

INTERNAL BRAND EXTERNAL BRAND

LEADERS

EMPLOYEES

SALES FORCE

BOARD

CUSTOMER SUPPORT

INVESTORS

MEDIA

ANALYSTS

PARTNERS

CONSULTANTS

BRAND IMPACT BUSINESS IMPACT

Consistent Messages

Increased Value Perception

Improved Relationship

Solution of Choice

Market Share

Revenue

Profit

Stock Price/Valuation

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Delivered Through Public Relations

Define and Tell the StoryStrengthen the Brand

Inspire the Customer

> Use Influencers

• Analysts

• Media

• Customers

> Increase visibility of executives

> To validate the promise

> Champion the brand

> Motivate to purchase

> The foundations need to be right

> Focus on the customer

> Provide clarity

> Define a vision

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Market Analyst Impact

Negative

Positive

Firefighting / Unknown Reactive Proactive Preemptive

Impact on Customers Over Time

Extremely negative reports or exclusion from reports. Prospects eliminate or exclude vendors from short lists. Sales struggle to make inroads or contain damage.

Analyst reports have outdated information that makes prospects nervous. What draft reports that are shown to the vendor have major inaccuracies that require significant work to dispel.

Analysts call vendor asking opinion on new research or observed trends.

Leads flow in from analysts’ clients who read positive reports about a market leader.

Analysts well informed and have checked with references. Draft reports are sent for review with plenty of time to respond.

NeutralLine of Danger

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Today’s Panelists

Craig Anderson, Technology Reporter, The Arizona Republic, 602-444-8681, Craig.Anderson@arizonarepublic.com

Thom Brodeur, President & COO, EmpowerHER, 480-315-1443, tbrodeur@empowher.com

Dawn Jones, Communications Manager, Intel 480-552-2002, dawn.l.jones@intel.com

Paul Loughran, Director of Communications, Honeywell Aerospace, 602 365 5355, paul.loughran@honeywell.com

Will Strauss, President, Forward Concepts 480-968-3759, wis@fwdconcepts.com

Thank You.