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Thought leadership delivers great PR for tech companies - case study

By Tim Prizeman, Director - Kelso Consulting (Public Relations agency)

Thought leadership case study: ambitious technology business

Many people mistakenly think high-impact thought leadership initiatives require large budgets.  Not so - it is the quality of the ideas that matter, not the amount of money spent.

A great example of such a high impact, but low budget, initiative, was our recent campaign for ambitious tech SME Capacitas, which stops businesses' websites and other critical systems from under-performing and crashing.  Website failure is a huge danger for large retailers, particular around Black Friday - one of the busiest online shopping days of the year.

We worked with Capacitas to position them as leading experts on this issue, and from
Man_Holding_Technology_-_London_PR_Consultants.jpga standing start our campaign netted them over 320 items of media coverage and interviews on the New at Ten and Sky News.

The secret wasn't lots of money nor PR dark arts (I have no idea what these are, but many people assume I have them).

Instead the secret was all about finding a really straight-forward way to communicate the numerous elements that go into a website's performance and illustrate this in an attention-grabbing manner. 

Numbers are important too for successful B2B PR

Journalists love numbers, especially punchy quotable statistics) and they also want clear impactful charts and graphs. 

So we made sure the PR campaign around Black Friday had plenty of numbers and a really great chart.  After all, if you give the media what it likes then it becomes much easier to secure prominent coverage. This also applies to social media too - again something where the campaign featured prominently, especially on the blogs of many newspapers.

 

So, what are the results so far? 

Besides firmly positioning themselves with the media as the go-to commentators (and the little matter of 320 items of press coverage) the campaign delivered more traffic to its website in a week than it usually gained in a year.., and leads from the campaign, some from household names, are already being followed up by the sales team.

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Topics: Sales, Thought Leadership, Public Relations, Research, Black Friday



Tim Prizeman, Director - Kelso Consulting (Public Relations agency)

Written by Tim Prizeman, Director - Kelso Consulting (Public Relations agency)

Director of Public Relations agency Kelso Consulting. We specialise in working with B2B tech companies, management consultants, financial and professional firms to help them build business-winning reputations. We do this through award-winning PR skills and a proven approach to creating high-impact thought leadership campaigns. I am the author of The Thought Leadership Manual: www.kelsopr.com/thought-leadership-manual-book