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PR Seminar Series (Bundled)
SoftwareCEO (Capable Networks), October 2007
*This Product is a CD recording of two seminars entitled:
-PR Series: Seminar 1: How the New Rules of PR Can Help an Emerging Firm Attract Media Attention
-PR Series: Seminar 2: Turn Up the Volume with a Comprehensive Media Plan that Includes Web 2.0 Technologies
For your convenience they are bundled as one product
PR Series: Seminar 1: How the New Rules of PR Can Help an Emerging Firm Attract Media Attention
During Software University's "Marketing Primer" seminar in June '07, marketing and PR expert Judy Schramm revealed the #1 marketing strategy that every small ISV should have in their plan. What was that strategy? Public Relations.
Problem is, most ISVs don't know how to do PR effectively. Some bite the bullet, paying a PR firm for their expertise. While others -- recognizing the opportunities that Web 2.0 technologies have provided -- jump in head first without really understanding the intricacies of PR.
But while PR is now cheaper and easier for the do-it-yourselfer, a company can quickly get burned with poorly written, badly executed PR.
This comprehensive crash course brings together two highly-esteemed PR professionals dedicated to helping small software companies with PR. Maureen Miller of TMC has successfully executed public relations programs for small software companies such as Market2Lead, OpSource, Netrics, and Voxware. While Joe Austin of Ventana Public Relations has directed PR for Promisec, Asigra, and two ultimately acquired by EMC: Rainfinity and Avamar.
Together, Miller and Austin will provide listeners with a broad view of the PR landscape, with a deep dive into how the do-it-yourselfer can effectively run their own PR campaign.
Who should buy this product? CEO, VP of Marketing, VP of Sales
What will the class cover? This seminar will start with a review of the PR landscape, and how it's changed with the introduction of Web 2.0 technologies.
We'll follow on with lessons in the basics of how to ready your firm, and how to leverage the media's hierarchy of influence.
Then we'll jump into the mechanics of how to write a credible, substantial press release (everbody thinks it's easy... but Joe and Maureen will attest there's a LOT of bad press releases out there... and bad press hampers the unsuspecting ISV's efforts).
Finally -- after you've learned how to write for the press -- the seminar will begin to unveil PR guerilla tactics that will push your press releases out to the masses (and if by the end of the seminar you're still hungry for more tactics... you'll have to wait. Seminar 2 will wrap up the remainder of the guerilla tactics).
PR Series: Seminar 2: Turn Up the Volume with a Comprehensive Media Plan that Includes Web 2.0 Technologies
Building on the basics taught in Seminar 1: "How the New Rules of PR Can Help an Emerging Firm Attract Media Attention"
This class will focus on how to draw media attention beyond the basic press release. Awards, success stories, white papers, events, thought leadership, and blogs will all be covered in-depth during this event.
Here's what we'll show you:
-What exactly PR is: how it differs from marketing/sales efforts, and how it can help the small ISV
-The old rules of PR, and their traditional, old-school methods
-How technology has transformed the old rules, opening up new world of PR opportunities
-How to take advantage of the new PR rules
-How to ready your firm prior to launching that first PR campaign
-How to articulate your firm's value proposition:
-Why should the press care?
-Why should your customer care?
-An in-depth review of the media's hierarchy of influence
-Hint: there's 3 layers. Do you know what they are? How they play together?And how you should play with each?
-How to select the best media to spend your money on?
-How to get analysts to take notice and review your product?
-How to write a credible press release:
-What to include
-What not to include
-How to drive your press releases to the top of search engine results
-Guerilla tactics that will push your press releases out to the masses
-How do you know if you need this class? Does your budget stop you from starting up a PR campaign?
-Are you unsure how to craft a credible press release?
-Are you mystified by the different types of media, and the influence they can have on your business?
-Are the lines between marketing, PR, and sales blurry to you?
-Are you looking for low-cost tips and tactics you can use to start your own PR campaign?
-Do you have a hard time getting on your prospect's 'short list' of products to be analyzed for purchase?
-Do your pitches to the press fall on deaf ears?
-Do you work for a totally awesome — but seemingly unknown — software firm?
-Do you believe (like the entertainment industry) that any press is good press?
Joe Austin, VP client relations, Ventana Public Relations
Joe Austin joined Ventana Public Relations in 2006 with more than 13 years experience in high-tech strategic communications. His media relations experience spans both broadcast and print, and he maintains longstanding relationships with editors and reporters at business, IT, reseller, and vertical publications.
Austin has secured numerous print/radio and television media placements in marquee outlets such as CNN, BusinessWeek, USA Today, Bloomberg, and the Associated Press for clients ranging from startups to billion-dollar enterprises. Austin's small software company clientele includes: Promisec, Asigra, and two that were ultimately acquired by EMC: Rainfinity and Avamar.
With more than a decade of strategic planning, media tours, press conferences, and media/analyst relations for companies in the data storage, security, and networking arenas, Austin's domain expertise assists in positioning clients for leadership.
Austin was recently recognized as a “Top Tech Communicator” by PRSourceCode. The editorial community – represented by more than 300 participating IT journalists – rated each winner based on best overall performance and recognized those who added the most value to their editorial processes in terms of responsiveness, reliability, and overall understanding of editorial needs.
"Having worked with Joe for a number of years, I can vouch for his dependability, responsiveness, and professionalism," said Brian Fonseca, Senior Writer, Computerworld. "It's a pleasure to work with a public relations professional that is always accessible and knows the name of the game. At times he's played a big part in helping to enable interesting, informative, and timely content for our readers."
Maureen Miller, founder, Total Marketing Concepts, Inc.
At Total Marketing Concepts, Inc. (TMC), company founder Maureen Miller specializes in results-driven public relations programs for technology companies.
Maureen produces and oversees media/analyst relations activities, content creation such as press releases, white papers, case studies, bylined articles, and web content, and she directs speaker bureau and industry awards programs.
TMC has successfully executed public relations programs for small software companies such as Market2Lead, OpSource, Netrics, and Voxware.
Her PR programs have enabled these companies to go head-to-head with some of the industry’s biggest players. Getting on the “short list” in a purchase decision requires that smaller software companies achieve the public recognition that is so crucial to opening doors. Overcoming this hurdle enables the smaller companies to compete for larger projects and fuel continued growth.
Maureen possesses the unique combination of marketing and technical skills. She earned a B.S. in computer science from Boston College and started her career as a software developer at AT&T Bell Laboratories. Before founding TMC, Maureen directed market planning at AT&T, where she developed innovative marketing strategies that increased sales of AT&T computer and networking products.