One of the great benefits of technology marcom and PR is the extent that your target media audience is pre-defined. The reason for this is simple: technology is generally developed to resolve particular issues within specific vertical markets. This is different to say books, or chocolate, where the audience is pretty much everyone.
When you think about it, this is quite an advantage as there is an entire market infrastructure already in place to guide you to your user – there are writers who know your area, magazines and websites and blogs that cover it, and trade shows where you can go and pitch directly to your customers – the route to your market is laid out for you to use.
When I am working with a new company, I always ask 2 questions: what magazines or websites do the ceo and marketing heads read themselves to get industry news, and who are their main competitors in the space. By researching these, it is possible to come up with a pretty good list of target editors, writers, publications, outlets, blogs etc. And if this exercise is properly carried out, the people on your list should be an important conduit directly to your target market and prospective customers.
Of course these ‘influencers’ then have to be contacted in an appropriate fashion, and with compelling news or content, but this can often be achieved with company milestones, or other readily available company collateral nuanced to make it relevant or compelling to writers. My advice? Follow your chosen writers in the media, read their articles, and choose your subject matter and write your pitch accordingly.
And remember, even though writers might not always grab your idea and run with it, they are always interested in hearing genuine industry news from market participants. And that means you.