For most tech firms, proper ‘newsworthy’ events are few and far between – a big new customer win, a funding announcement, a significant new hire or board member, a new product or important new product version. For most SME tech firms in a typical year, this amounts to no more than one or two press opportunities. For a tech firm's PR, this shortage of ‘real’ news events raises two issues. The first is obvious: how to make the most of every opportunity for real news that presents itself. The answer is to be ambitious: act ambitiously, and look ambitious. Seize every opportunity. Surprisingly though - and contrary to what one would expect from such a thrusting sector - many of the most hig
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