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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Analyst reports have outdated information that makes prospects nervous.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, [email protected]
Thom Brodeur, President & COO, EmpowerHER, 480-315-1443, [email protected]
Dawn Jones, Communications Manager, Intel 480-552-2002, [email protected]
Paul Loughran, Director of Communications, Honeywell Aerospace, 602 365 5355, [email protected]
Will Strauss, President, Forward Concepts 480-968-3759, [email protected]
Thank You.