SimpaticoPR

Change is constant in advertising technology. Businesses that don’t keep pace with key innovations fizzle out and the battle for share of voice in the trade media is constant. If you do not have an active adtech PR programme that gives your particular proposition visibility and positions your team as leading thinkers, your forward momentum could slow. Because many trade media will not cover news issued by adtech vendors, unless it has market significance (such as M&A activity), adtech PR tends to revolve around B2B thought-leadership. There is a constant demand for commentary on live adtech news and for in-depth perspectives too, but there is also a long queue of industry figures ready to supply their points of view. And for good reason as adtech PR is a vital ingredient in the B2B marketing mix that can drive business development. Here’s a fast guide to organising your adtech PR efforts to drive business growth: • Think through your business objectives and how PR can support them...

 The last year or so has seen many businesses temporarily pause their B2B PR out-reach as they sought to cope with the pandemic.  Many companies are now ramping up their PR and marketing efforts, recognizing that the world of business has not stood still, in fact change has accelerated. Almost every sector of business you look at is energised with new innovations, changing operating models, digital transformation and new approaches to managing human talent. Amidst all this change, the big B2B PR challenge is ensuring your business achieves not just visibility amongst all the other voices but recognition and understanding by your target audience – customers, prospects, team, prospective team, business partners. So, as we approach 2022, it’s worth taking a step back and looking at how to achieve a successful B2B PR programme.  Here are ten quick thoughts that provide a framework for an effective B2B PR programme. B2B PR objectives The very first question you should be aske...