A good PR person views themselves as the eyes and ears of the media – not a salesperson. We exist to help the media do their job better. We’re granted access to the most sensitive views and positions of a company, as well as research, technology and often customer experiences from our clients – a privilege for sure. Our position is coveted by journalists whose job depends on getting access to this very information. And they work really hard to get it on their own! When we share what we know rather than ramming it down a journalist’s throat, clients get the opportunity for ink.
Case and point from our client Exigen Services. These guys have a vision to transform the application outsourcing industry (and they really do have something special). Unfortunately, every journalist in the space has heard this story before and is rightfully jaded. Our approach? Share what we know and help the journalist find a new angle to an old story.
InformationWeek listened (scroll down to read customer comments). ZDNet’s IT Project Failure’s blogger listened. TechTarget’s SearchSoftwareQuality.com and SearchCIO.com both listened seperately. SoftwareProjects.com blogger videod (and posted to YouTube.com). Financial Times’ magazine, Direct Foreign Investment listened. Financial Services Outsourcing asked Exigen Services to explain it (so did Bank Systems & Technology). Projects @ Work thought the company was on to something. IT Business Edge thought they had one, an ‘edge’ that is.
We’re not done helping journalists see the industry through Exigen Services’ eyes, however if Inc Magazine’s Fastest Growing Private Companies in America is any indication that Exigen does have something special, we’re living up to our end of the PR / journalist relationship.
PR Nonsense: High-tech global PR and other detritus 