Getting In Over Your PR Skis

I know, it’s a mixed methaphor. But here’s the point. While it may seem advantageous to jumpin on the hottest media trend (think DEI or AI) to garner media coverage, trying to force fit an organization into a topic that the company’s products or solutions have little to do with can be fruitless. 

Tech B2B companies may face skepticism when attempting to align their products’ PR with media trends. This doubt arises from concerns that companies are simply jumping on the bandwagon to appear socially responsible or hanging their hat on the next big tech wave without genuinely embracing or offering it. 

Marketing and support may be able to provide a forum to address these topics as industry contributors but offering up a news story idea where there is little tie may result in being misrepresented in earned coverage or left out altogether despite the best efforts and intentions of the team. 

In the digital age, the old adage of all PR is good PR no longer rings true. Meaningful, well-placed coverage isn’t contrived.

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