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Posts Tagged ‘Technology PR’


March 10th, 2020

Security grammar: Are you insecure when writing about unsecure technology?

Security grammar: Are you insecure when writing about unsecure technology?

At Prompt we spend a lot of our days writing about technology – big data, data warehousing, BI, CRM, BPM, ERP, API – you name it, we’re ITK. If it’s got an acronym, or a set of acronyms associated with it, then we’ve written opinion pieces, whitepapers, case studies and news releases about it.

One area that’s always hot – whether the underlying topic is mobile, cloud, BYOD, SQL injections, risk or compliance – is security. Which brings us to a very specific grammar question. Do you ever find yourself pausing and asking yourself, the people around, or the grammar gods: “Is it unsecure or insecure?”

At first, this appears a very easy question. ‘Unsecure’ can surely be eliminated – after all the word doesn’t appear in either Merriam-Webster or the Oxford English Dictionary. But that doesn’t necessarily mean a great deal in the constantly changing world of tech speak. In the technology sector, words and phrases are coined and adopted at the drop of a Zune –  just consider the use of the words ‘virtualized’, ‘de-duplication’ or ‘phablets’.  At Prompt we have to stay current with the market and all of its constantly ‘evolving’ terms and phrases (but we don’t have to like ‘em).

The problem with this example is that while insecure can be used in both US and UK English to mean something that is not adequately protected – for example an ‘insecure investment’ – it is more typically used to describe a lack of emotional confidence or certainty. Yes, some dictionaries will go as far to state the example of ‘an insecure computer system’ and there’s a whole Wikipedia page on ‘Computer Insecurity’, while ‘Computer Unsecurity’ clearly does not earn a Wikipedia page at all. But for many of us ‘insecure’ just doesn’t sit very, um, securely in a sentence.

We can’t help think that an insecure computer system sounds a little self-conscious about the size of its processors, or needs a reassuring reboot up the backend. So where to go?

Well, we like to use either of the phrases ‘non-secure’ or ‘unsecured’. Both pass dictionary scrutiny, and each can be used quite literally to mean ‘not made secure’, which we think is a good fit for a computer system that hasn’t been protected with security measures.

Unless you are an absolute stickler for academic grammar (and if you are then tech buzzwords are going to destroy your finely balanced sensibilities in about a picosecond anyway), then you could arguably use any of the terms mentioned in this post to get your point across. The most important thing then, as is generally the case with most copywriting best practices, is that you are consistent. So pick a term, add it to your company style-guide, share it with your team, marketing contacts and agency – and then be secure in your decision.

Follow Hazel on Twitter at @HazelButters

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May 20th, 2015

Myth #10: Prompt’s ten technology sales myths

Myth #10: Prompt’s ten technology sales myths

At Prompt we know that PR complements sales to drive influence, impact, and financial success.  Our PRISM methodology delivers the steps and processes involved in planning and executing PR programs in line with sales objectives. And our free webinar series ‘How to use PR to drive sales’ shares content created specifically for technology companies. We’ve gathered this content from working with global companies including Adobe, IBM, and Oracle, and hundreds of early-stage companies. This means that we’ve covered every level of complexity, type of technology, and (we think) almost every kind of sales process.

However, in our dealings with hundreds of technology companies, we are also aware of a number of sales ‘myths’ that we believe may be holding back technology entrepreneurs and technology  marketers from making the smartest decisions for their own business futures.Over the next few weeks, we’re setting out to share ten of the most common myths – some of which may be familiar to you.

Myth #10

“The sales challenge is the same as it ever was”

It might be comforting to think that ‘sales is sales’ and that nothing much has really changed over the past decade or two. But it really has!  Now prospects are ‘smarter’ – they have access to richer resources of information, methods of researching and channels of communication. By the time you speak to them they’ve already done their research and are armed with a drop-box full of PDFs, a desk full of papers and a head crammed with pre-formed opinions about your company, your products and your competitors. It’s vital that you demonstrate your awareness of this fact and come to the conversation ready to ‘restart’ it at the right point so you can best understand, and serve, them.

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February 16th, 2015

The Prompt Byte – Rising Stars: CoPatient

The Prompt Byte – Rising Stars: CoPatient

Prompt works out of technology hubs on either side of the pond, and we’re always keen to get to know more about the innovators on our doorsteps in Boston and London. Each week, we’ll interview a local startup to learn more about the technology and inspiration that can be found at home.

This week we hear from Rebecca Palm, co-founder of CoPatient; a system designed to help enable patients to manage and minimize medical expenses.

Please tell us more about CoPatient and how you got started.

It all started while my co-founder Katie Vahle and I were working at AthenaHealth. We consistently noticed that people weren’t paying their medical bills on time. Through research we found that people were actually just confused and skeptical about what they owed, and had no resources to guide them. Together we left Athena to create a technology driven, patient-centric solution. Just like that, CoPatient was born. CoPatient acts as every consumer’s trusted advisor for healthcare bills. We review and negotiate bills on each consumer’s behalf and typically find errors or overcharges on 80% of the bills we review.

What does innovation mean to you?

I think of innovation pretty simply. It really is just solving a problem in a new way to make a positive difference.

Why do you think Boston is such a hotbed for innovation?

We have so many highly rated institutions in the area bringing top-level intellectuals to the city. Mayor Marty Walsh is also making great efforts to support innovation and the success of startups. I know that he is appointing a ‘startup czar’ to help entrepreneurs thrive, and is also in the process of implementing a cross-departmental Office of Analytics to bring big data to city operations.

Do you have any concerns about Boston’s growth and innovation culture?

My biggest concern about growth and innovation in Boston is that the infrastructure and cost of living is prohibitive, making it hard for younger people to live in the city.

Describe some of the trends and challenges you’ve seen in the Boston tech scene?

Collaboration and community learning are very hot topics right now. Our office is located at WeWork, which is a co-working office space community. It has been described as a ‘physical social network’. Places like this are becoming more and more common today, allowing startups to collaborate, lean on each other and develop an entire community. In a cutthroat world, that is a great backbone to have.

If you weren’t based in Boston which city or country would you want to be in and why?

Hands down it would have to be Chicago. It offers so many of the same benefits as Boston, but on a larger and yet more affordable basis. It is also a major transportation hub, making it incredibly valuable.

Name one piece of technology you’ve bought personally that you love – either recently or in the past – and why you bought it.

While today it is considered outdated and old, I really loved the very first Nav System for my car. I remember that for my first job, I was constantly traveling and had to buy these massive foldout maps. Getting my hands on that little computer just changed my whole world.

To learn more about CoPatient, check them out on Facebook and Twitter.

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January 20th, 2014

Tech PR viewpoint: Reacting to breaking news

Tech PR viewpoint: Reacting to breaking news

As a tech PR you can take a yardstick to PR success in many ways, but one of the most tangible, understood and demanded is press coverage. This means is why media relations is a key part of our remit for many of our PR clients.

There are a number of ways to approach, talk to and engage with the press, driven by a range of PR activities that generate press coverage: news releases, press tours, bylined articles and reacting to breaking news. For each of these to be done well, it’s important to promote a relevant message and position, defined audiences, experienced spokespeople, and a strong understanding of the market. But when it comes to reacting to breaking news, speed is also crucial.

Last week the opinions and comments from one of our US enterprise security clients were published in USA Today (twice) talking about the Target data breach and advising on corporate cybersecurity; covered by CNBC talking about the security pressure on the retail industry; then shared tips for all Target customers with CNN before talking about the rising impact of a retail breach that may indicate deeper hacks into systems with CSO.

Talking about measurement, consider the audiences these publications reach — the breadth of a newspaper with a circulation of 27,000 and a news site that has 160,272 unique visitors and viewers, then the relevance for a security vendor of publication such as CSO.

In each case, the opportunity was the sum of a great spokesperson, relevant press contacts and a speedy response.

Some tech PR tips to reacting to breaking news:

• Only comment on breaking news that is relevant to your business, and on which you can share a genuine, valid and strong viewpoint

• Understand the news from the perspective of the reporter and their readers or viewers: this news isn’t about you, your company or your products — it’s about your market and the need to help people understand or process a situation

• Be relevant and concise — reporters are busy and don’t need a marketing pitch

• Be ready to demonstrate your expertise. In this case, the team here at Prompt PR are lucky to work with masters of IT security who have decades of genuine real-world insight and experience to share

• Be quick — news cycles are short, and you need to be able to respond to breaking news with speed, and to have spokespeople available. Want some more advice on how to react to breaking news and engage with the press? Why not book a Prompt ‘How to Promote your Technology Product, Service or App’ consultation session by simply clicking here.

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January 17th, 2014

From American Banker and B2B Marketing to Wall Street Journal: Glancing back at Prompt’s press coverage highlights of 2013

From American Banker and B2B Marketing to Wall Street Journal: Glancing back at Prompt’s press coverage highlights of 2013

As we look ahead to 2014 and all the opportunities available to our clients, we took a quick glance back to 2013 and some of the press coverage we achieved with our clients – and get ready to rev up and to secure more  interviews, coverage and results for our clients in 2014.

Below is just a small sample, a ‘sample-ette’ if you please, of some of the publications and outlets our clients were mentioned in throughout the year.  If you’re looking to boost your company’s profile, press coverage is just one of the ways we can help.  Email us now at info@prompt-pr.com for more information, or if you want to talk about the range of opportunities available to your in order to promote your company, product or service, why not sign up for a free 30-minute one-to-one consultation here?

Prompt PR client coverage 2014

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December 9th, 2013

Media relations: Getting going when you’re an early stage company

Media relations: Getting going when you’re an early stage company

Last week we had some brilliant ‘Ten Ways’ calls and meetings with software companies and app developers. If you’re not familiar with our Ten Ways calls, it’s an offer of free consultancy time to talk about PR, media and analyst ideas relevant to your business based on our favorite webinar (you’ve guessed it) ‘Ten ways to promote your technology product, service or app’. Want to sign up? Simply click here and book an appointment.

One common media relation question I hear from start-ups and early stage companies is where to start. Picture it: you have a brilliant idea, an early stage venture and a swathe of passion and motivation to realize it, but you need to communicate it to relevant media. You look at the press out there: online, print, and broadcast press and you feel, well, overwhelmed. It’s understandable: the breadth of media, the pace it works at, the number of outlets and the volume of news can be dizzying. Though personally I think the speed, volume and pace make this the most fascinating market to work in.

Anyhow, if you are feeling media relation starter overwhelm, here’s some of my thoughts on how to gain perspective and begin:

• Align your media relations strategy very closely with your business strategy. If your strategy is to secure B2B partnerships, then speak to relevant press. If you want to sell a new product to female consumers, then target the outlets they are reading and influenced by. If you are looking for local funding, start sharing your ideas with the local business press.

• Don’t create a massive press list and just start spamming random press, or send them anything that’s blatantly promotional. These are professionals that are looking to educate, inform and entertain their audiences — give them interesting and relevant stories that will help them do just that.

• Call people. If you’re too scared to or simply don’t have the time, then buy some media calling time from a company such as Prompt which works with start-ups and works on a flexible basis to do things such as media-calling-by-the-hour.

• Be genuine. Share the reasons why you started your company, or the mission behind your organization. This is typically personal, genuine and relevant — it also helps all the people you want to communicate with to feel more engaged and to understand you better.

• Think like a reporter. Read, watch and listen to the press you want to engage with. Then think from their perspective (imagine being a reporter working in that newsroom) about which stories would be relevant to their readers, viewers or listeners.

• Have fun! We work in a fabulous, fast-paced and engaging industry — enjoy the thrill of being part of it.

Have some questions on specific media, PR, content creation, customer programs or analyst topics? Please take a few minutes and book a free call to hear our ‘Ten ways to promote your technology product, service or app’.

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November 6th, 2013

Data storage for Tomorrow’s World?

Data storage for Tomorrow’s World?

Image: University of Twente

Image: University of Twente

Now, I love innovative tech as much as the next gal. The relentless pace of technology progress that makes today’s ground-breaking gadget tomorrow’s flea-market fodder, is what keeps everybody in our industry on their toes. But surely it’s vital that even us old dogs learn a few lessons along the way – if only to avoid some enormous hubristic investment that will come back to bite us just a little bit nearer down the road than we had been led to believe.

Every now and then, a technology revelation springs up that even nice normal people are happy to argue about loudly down the pub. Rarer still, it won’t be about social media or mobile devices, but something closer to the data centre – like secure storage. Those are the days when you find yourself shouting about the pros and cons of silicon nitride storage media and blaming 1980s TV presenters.

Let me explain. Recently a researcher at the University of Twente in the Netherlands announced that he had designed an optical storage disk made of tungsten and coated with silicon nitride, that he claimed would be able to survive extreme conditions and  survive for more than a million years at room temperature.

You probably thought that the ‘data explosion’ threatening your business continuity was just a metaphor didn’t you? Well, Jeroen de Vries believes it is important that we all start thinking about data storage for the looooong term. He says: “One scenario is that a disaster has devastated the earth and society must rebuild the world. Another scenario could be that we create a kind of legacy for future intelligent life that evolves on Earth or comes from other worlds. You must then think about archival storage of between one million and one billion years.”

All of which is very interesting, if a bit scary, but we can’t help thinking that we might have been here before. I clearly remember watching BBC prime time science and technology show ‘Tomorrow’s World’ back in 1981 when we were all told that compact discs would be the answer to all our digital storage needs, that they would last forever, and that (for some reason) spreading jam on a Bee Gees CD and flinging it about proved that this new format was practically indestructible.

So even though times have changed, and Mr. de Vries’ latest innovation undoubtedly represents a very different era of data storage development, it’s perfectly understandable that most people over the age of about 35 will be just a little sceptical about the reality. Especially when even today’s media seems intent on following Kieran Prendiville and the Tomorrow’s World team down the same old rabbit hole. ‘Tungsten Discs Could Function as Million-Year Time Capsules’ proclaims TechNews World. ‘Data Storage Device Built to Outlive Ourselves by 1 Million Years’ reports the Daily Nexus. ‘Giga-year storage medium could outlive human race’ writes R&D Magazine. And ‘Million-year data disk survived being barbecued’ reports the Daily Telegraph…

Don’t get me wrong, we all applaud this latest development, and can see umpteen applications for such long-term storage. But we’ve also been around the block enough times to wager that even the million year disk that can survive being barbecued might itself be superseded pretty soon. Maybe it already has. What do you think? Let us know.

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Posted in Hazel Butters: Opinion, Technology | 1 Comment »



October 23rd, 2013

Then and now – Tips for using iframes in WordPress sites

Then and now – Tips for using iframes in WordPress sites

In order to explain the benefits that iframes will bring to your WordPress website, I’ll need to begin with a brief history lesson. When iframes first emerged ten years ago, there were real problems with the internet. Browsers were far less secure, and it was also much more difficult to get content to display the same way in all browsers. For example, if you wanted to embed an advertisement, video, widget or badge on your page, there were lots of hurdles to jump in order to gain consistency across browsers. One answer was to use the <iframe></iframe> HTML tag to display the content because the iframe very cleverly allowed you to display a whole different webpage within an area of your main page. Furthermore, the content could be pulled from anywhere – any domain at all – and it could contain all of the specific formatting it needed to be seen.

Sounds good? No way. In short, iframes used to be really bad. Can you see the problem?

The iframe became a huge security leak. But as is often the case, the need for usability was greater than the regard for security, and so the iframe never quite went away completely. It almost did, but with the rise in popularity of embedding videos and social plugins – such as Likes and Pins and ‘Tweet This’ – numerous third-party websites like YouTube, Twitter, Facebook, Pinterest and so on hopped aboard the iframe bandwagon. In order for these sites to adopt iframes successfully, two things needed to happen: firstly, the World Wide Web Consortium (W3C) needed to improve iframe specifications and secondly, internet browser coders needed to make their browsers better.

Today, the HTML5 specification for <iframe> is much better, having introduced the sandbox attribute to control security. So iframes are back with a vengeance – they are ubiquitous, in fact. Every YouTube, Vimeo, Pin, Like, Twit, Instagummy and so on, resides within its own little iframe. The reason why I’m not a huge fan of this technique is that some of these little buttons demand very large pages that they haul into your page load, as every party bundles each new feature into their little buttons. The fact remains however, that iframes are standard practice now. If you have ever been frustrated by restrictions in your WordPress theme, then why not just use an iframe in your post to include any content you’d like on your page from anywhere on the internet? A very practical use for iframes with WordPress is to display PDF documents in blog posts. For example, many of our clients wish to show visitors an agenda under an event details page. They can publish these as PDFs using iframe.

1) Go to ‘Media’-> ‘Add New’, and drag-and-drop the PDF document you wish to upload (note the full path to the PDF)
2) Navigate to your blog post by clicking ‘Posts’ -> ‘All Posts’ and searching for your draft. Once you’re there, switch to the text editor (sometimes called the HTML editor if you haven’t yet updated your WordPress install) and enter the HTML for your iframe like so:

<iframe src=” http://example.com/wordpress/uploads/my-pdf-file.pdf” style=”width:100%;height:1200px;”>Any alternative content you like here. Typically a simple message to say that this browser does not have a plugin that supports reading PDF content in the browser and a <a href=”http://example.com/wordpress/uploads/my-pdf-file.pdf”>link to the PDF file</a> instead</iframe>

Hint: You will need to experiment with the height:1200px; style attribute. Change this number up or down so that the height of the iframe matches the height of your PDF document when you view it on your site.

One last tip before we leave you to experiment on your own: avoid putting iframes inside of iframes. It will work, but it makes for a very slow page load.

Still wrestling with WordPress? Sign up for to receive our free ‘WordPress Wednesday’ tips delivered each week to your inbox, or register for a more hands-on 60-day online training.

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October 11th, 2013

‘Ten ways to promote your technology product, service or app’: A free Prompt webinar

‘Ten ways to promote your technology product, service or app’: A free Prompt webinar

Technology marketing specialist shares ideas, opinions and experience on how to communicate technology benefits, differences and features to prospects  

October 11, 2013Prompt, a digital PR consultancy based in Boston and London, is hosting its first webinar in a series on PR, positioning and sales tactics for tech vendors. The webinar: The webinar: Ten ways to promote your technology product, service or app, will be held on Thursday October 17 at 11.30am EDT / 4.30pm BST.

The 45-minute webinar will outline challenges, tactics and opportunities facing technology vendors in communicating, planning and executing marketing and PR plans to drive sales – and offer suggestions to tech entrepreneurs and marketers that want to increase business momentum, drive marketing results and shorten their sales cycles.

The webinar will be hosted by Hazel Butters, a technology marketing specialist with 15 years’ experience of working with tech start-ups, early-stage VC-funded software companies and global technology companies.  It will cover:

  • Messaging and positioning to increase relevance and drive sales
  • How to identify and target key audiences
  • Ways that PR can support technology sales
  • The role of customer testimonials
  • Advice on demonstrating thought leadership
  • How to work with industry analysts

Hazel Butters, CEO of Prompt said: “This webinar is the first of a series of event and will be an introduction of ideas and examples of how to use PR and marketing to effectively communicate the relevance of a technology product or service – regardless of whether it’s high technology, like a high-end storage enterprise application; a consumer-leaning gadget or app; a green technology application or a medical technology device. Whatever the technology type, there’s an underlying need to be able to explain its intricacies, features and benefits to potential users. Meanwhile, buying technology has become a complicated and time-consuming activity: IT prospects are overwhelmed and uncertain. In many cases buyers find themselves inundated with content, and yet short of facts.”

Hazel concluded: “At Prompt we thrive off technology – it has an impact on how we live, communicate, work, and travel. I’m personally thankful for the opportunity I’ve had to work with global technology leaders, software companies across the globe, and some of the most fun and creatively innovative emerging tech vendors. As marketers our task is to present compelling, appropriate and honest details to relevant audiences to increase the understanding and knowledge, or to motivate a behavior – such as wanting to buy a technology product, service or app. I’m looking forward to sharing our ideas, forging new relationships and hopefully giving attendees some food for thought.”

Attendees will receive a copy of Prompt’s e-book: ‘Ten ways to promote your technology product, service or app.’

To attend ‘Ten ways to promote your technology product, service or app’ on Thursday October 17 at 11.30am EDT / 4.30pm BST, please register here.

For more information about Prompt’s technology PR, social media and copywriting services, please email info@prompt-communications.com


 About Prompt 

Prompt is a digital PR agency that enables marketers and entrepreneurs to increase sales and marketing effectiveness. Specializing in innovative markets including technology, green tech and sustainability, Prompt helps its clients communicate effectively and authentically with core audiences online and offline through PR, media relations, copywriting, webinars, market and industry analysis, social media, video content and customer reference programs. Prompt Communications has head offices in London and Boston.  Prompt’s current and former clients include Adeptra, Adobe Systems Incorporated, Aperture, Crimson Hexagon, Dell Compellent, Genesys Telecommunications, GenSight, Grouptree, IBM, Ipswitch File Transfer, jovoto, KANA, NTT Com, Oracle Corporation, Sepaton and Webtide. www.prompt-communications.com

Media contacts: Jackie Fraser | press@prompt-communications.com | Tel: 617 401 2716

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Posted in News, Prompt news | 1 Comment »



October 9th, 2013

Ten reasons your technology marketing is pants*

Ten reasons your technology marketing is pants*

*British phrase for ‘not awesome’

1. Lack of clarity: it’s not clear what you sell – or why (i.e. why your business even exists)
2. Too many acronyms and market-created terms (see #1)
3. Tendency to make ‘me too’ claims, (frequently associated with self-constructed vendor charts)
4. A sales-marketing gap: one group is selling one thing while the other is saying another
5. Not enough customer-based content and testimonials
6. Company news/press releases aren’t being pitched to the press (hitting ‘send’ on a wire service isn’t pitching)
7. You don’t have the right sales content to help shorten the sales cycle
8. No engagement with the industry analysts (we don’t mean buying relationships)
9. You need to get some swagger and show (not tell) what is different about your business, your solution and how you work
10. You’re not explaining the solution to a problem, you’re trying to sell something

Want to hear Prompt’s ‘Ten Ways’ and get some ideas of how to create content and campaigns to help technology sales?Join us for a free ‘Ten Ways to Promote your Technology Product, Service or App’ webinar that’s being held on October 10 at 11:30am ET / 4:30pm BT. Register here: http://www.prompt-the-crowd.com/technology-pr-webinar/

Missed it/unable to attend but would like the reply? Email us at ten@prompt-communications.com

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September 13th, 2013

Why PR and technology make such good bedfellows

Why PR and technology make such good bedfellows

“If I had two dollars left, I would spend one on PR.”

This quote is frequently attributed to Bill Gates, and although I have never found a specific source for it, I’d really like to believe he actually said it. I’ll have to assign it to the category ‘hearsay’ until proven otherwise, but this mantra is still used frequently by PR people as a heavyweight endorsement of their trade, and compelling encouragement for companies to spend their money on PR.

I have to admit I didn’t grow up dreaming of a career in either technology or PR, let alone a combination of the two. I trained in Molecular Pathology, studied Zoology and wrote a dissertation on dinosaur homeothermy (a topic, along with Robert T. Bakker, that I am still fascinated by) before working in cancer research. So when I hear scepticism of the role of PR in communicating the value of technology, I do sympathise. I was equally unconvinced when I started out in PR 16 years ago, working with Digital Equipment Corporation (DEC).

Over time (as well as many press briefings, analyst calls, client meetings, phone interviews and, um, faxes) I came to realise the deep value that PR has in clearly communicating the benefits, features and differentiators of new technologies. Today I can share many thoughts on the subject of why technology and PR go hand-in-hand (or hand-in-glove, to coin the American term), but here are my top five reasons:

1. Complexity. Technology is inherently complex, whether it’s due to the sheer scope and choice available, the underlying scientific know-how, the phenomenal range of features and benefits available to buyers, or the frustration at some vendors’ inabilities to simply state what they sell and what makes them different. The challenge of evaluating, buying, implementing and justifying expenditure on enterprise technology solutions is huge. Public relations, media relations and analyst relations all provide a means to dissect, review and understand this complexity

2. Pace. The sheer pace of technological development is so rapid that I’m surprised we can’t hear it grow like a stand of bamboo. Now, I don’t consider myself to be that old (yes I know I mentioned the whole fax thing earlier), but even in the time I’ve worked in the market, it has evolved constantly. Change is the law of life, and technology is certainly a vivid example. The ways in which consumer and business technologies are developed, viewed, marketed and adopted have changed beyond all recognition. This pace demands our attention, as it alters the way in which we need to communicate, as well as how we live and work. There are so many valuable technology stories to share, so PR must embrace a continuous and newsworthy conveyer belt of innovation

3. Credibility. This is a complex market with more than its fair share of ‘me too’ vendors, as well as an abundance of self-claimed ‘leading providers’. Buyers, investors, potential business partners and employees all need assistance to understand just how credible, unique and innovative these companies really are. The press and analyst communities are key to this clarity, with editors, staffers, freelancers and analysts all keeping a steady eye on the market, evaluating relevance and impact, and sharing their perspective and commentary. You might even argue that this is a key difference between PR and advertising – advertising helps a company claim it has a brilliant, relevant or ground-breaking product or service, while PR allows someone more objective to say the same

4. Reach. The increasingly global application of technologies is expanding all the time. Today it’s not just about competing with your local competitors, because markets are no longer defined by geography, but by technology area. More than ever before it’s crucial to be able to clearly differentiate products and services, and to do it consistently. Relevance and repetition of key message are vital.

5. Buzz. Both PR and technology are disciplines that thrive on excitement, energy, dynamism and invention. The high-tech sector is an amazing and fascinating market to, well, market. As someone who never thought they would end up flourishing in the world of technology, I now feel blessed to be part of such a vibrant, innovative and fun community. Each day I encounter amazing new products and services, ingenious ideas and life-changing concepts. I can no longer even imagine working in a market that wouldn’t have the constant element of surprise and buzz.

Bill Gates [or was it?]: "If I had two dollars left, I would spend one on PR."

Bill Gates [or was it?]: “If I had two dollars left, I would spend one on PR.”

Want to get great PR to impact your technology business? Please get in touch with us to find how we work, to hear more about our new ‘First Byte’ PR packages designed for start-ups: please check out the packages or email us at first@prompt-communications.com

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September 10th, 2013

aPriori signs new European PR contract with Prompt

aPriori signs new European PR contract with Prompt

International agency to continue to drive European media relations for PCM innovator

10 September 2013 Prompt has been appointed by enterprise product cost management software specialist aPriori to run targeted 2014 European media campaigns covering Britain, France and DACH (Germany, Switzerland and Austria).

Headquartered in Concord, Massachusetts, aPriori develops and markets enterprise product cost management software to reduce the costs of products both post- and pre-production. aPriori Product Cost Management software platform is the first solution of its kind that allows companies to maximize savings throughout the development and manufacturing stages. The software provides real-time product cost assessments, enabling discrete manufacturers and product companies to make informed decisions to drive down product costs. aPriori helps world class manufacturing corporations stay on budget and reduce excess spending. The company recently announced $6 million in additional funding on the back of a record financial year which included annual revenue growth of 84% and a 62% increase in customers alongside a fifth year of 90% customer renewals.

Rick Burke, VP of Marketing for aPriori, said: “In Prompt we feel we have found a public relations company that matches our own personality. Together we are goal focused and strategic, targeting relevant media audiences in key territories, and concentrating on very specific markets. Prompt has understood our ambitions to produce some excellent and metric-based results to date including opinion pieces, interviews and coverage in core automobile, aerospace and manufacturing press. We now look forward to continuing our momentum, press coverage and sales-focused PR activities in 2014.”

Prompt is a PR consultancy that has gained significant experience in the technology industry with PR, copywriting and marketing clients from early stage technology companies to global organisations such as Dell and Oracle Corporation. The company also offers early stage companies an introduction to PR with packaged services called ‘First Byte’ with sales-focused, ‘no surprises’ PR, thought leadership, media coverage and sales-related content.

Hazel Butters, CEO, Prompt said: “aPriori is a unique company that provides a high quality product with huge value for any businesses looking for an innovative way to make more informed manufacturing and sourcing decisions that drive significant cost out of products. Rick and his team are great to work with – and they’re incredibly focused, providing our team with the goals and objectives essential for effective, results-driven PR. We very much look forward to continuing our work with aPriori into 2014.”

About aPriori
aPriori software and services generate hard-dollar product cost savings for discrete manufacturing and product innovation companies. Using aPriori’s real-time product cost assessments, employees in engineering, sourcing and manufacturing make more-informed decisions that drive costs out of products pre- and post-production. With aPriori, manufacturers launch products at cost targets, maximize savings in re-work projects and never overpay for sourced parts.

About Prompt Communications

Founded in January 2002, Prompt Communications is a communications agency with European offices in London and US offices in Cambridge, Massachusetts and San Francisco, California. Prompt Communications offers expertise across all marketing disciplines, teaming its consultants’ extensive knowledge of start-ups, technology market with experience of pan-European and American media, analyst and marketing campaigns. Using highly targeted marketing, PR, analyst relations, social media and corporate copywriting initiatives, Prompt helps its clients gain the visibility they need to achieve their business objectives, from increasing sales to enhancing reputation with stakeholders.

Media Contact:
Jackie Fraser | Prompt
Tel: +44 845 053 9121 | +1 617 401 2717

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