Archive for January, 2013

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    As PR pros, it can feel like we are constantly looking for new and exciting ways to garner positive exposure for clients. PR strategies vary widely, from proven tactics such as press release distribution to organizing elaborate events, but there is one simple approach that frequently gets glossed over: Capitalizing on existing news and events as the catalyst to spur publicity for a client. In addition to generating original content, take a look at what the big stories are in your client’s region, or their industry, and try to get your client coverage through existing news.

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  • As the Consumer Electronics Show ended last week, a variety of blogs and mainstream sites rolled out their Best Of Show awards or made note of the items they’d make efforts to buy. Tech nerds drooled at all of the wonderful things to come. However, given this was a trade show and not a display room, the reality is that many of these devices are months, or more, away from release.

    Shows intended to highlight the best of innovation and advancements in technology face a double-edged sword when it comes to product marketing. While these businesses do rally interest in their brands and future innovations, with a wide variety of ways to succeed at this, they also face the daunting task of maintaining this enthusiasm within their newfound base for the months before launch. Without a proper campaign beginning shortly before, during or immediately after a major unveiling, these technology gadgets face being swept into irrelevance when potential buyers lose interest and buy a similar, albeit less advanced, version from a local store available now.

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