The goal is meaningful coverage.

Open Forbes or Fortune, Information Week or PC Magazine. Read the New York Times. Pick up an important tech trade publication or check out the online press. Read the product reviews and round-ups, pore over the case studies or business profiles. Our clients, their companies and their products have appeared in all of them.

And so can yours.

At SIPR, media relations is not just a matter of writing or distributing a press release. It's about shaping creative pitches that will achieve results.

We get results because we know how media people think and what they want.


Here's a quick-start guide to a palette of PR tactics we use during a communication campaign.

The Press Release
By definition, this is a formal, dated text published by wire diffusion services. Traditionally these services were subscribed to by newsrooms of publishing companies. A release on the wire is a public announcement and can attract interest from parties other than the media.

Every day, hundreds of thousands of companies communicate information to their shareholders and the marketplace through the wire – the volume is enormous. Issuing a press release does not guarantee coverage. And, paradoxically, when a press release hits the wire, it is no longer news.

That's why information, or news, stands a better chance of being picked up by the media when it is presented to the editors concerned.

Media Outreach
This is what is known as "pitching". This means talking directly to the media to tie in your news to their readers' interest and their own deadlines. Once a pitch is accepted it can lead to media interviews, demos, presentations.

PR ProAct ™
SIPR has devised a comprehensive program for emerging companies to help leverage resources in the absence of hard news. The approach we describe has been employed over the years by tech winners who have not waited for their next product release to claim their rightful place on the stage. PR ProAct assumes that your company has launched its 1.0 service or product, that it has a few reference accounts and that you are willing to take bold moves to make a mark in your key markets.

Story Placement
We develop ideas, create stories, and propose them to targeted media. Your PR team compiles a list of opportunities combed from published editorial calendars and responds to calls for leads.

Review Program
This entails providing key publications with Beta units and documentation for testing either in labs or in simulated user situations.

Case Studies
SIPR develops customer stories based on the problem that your products and technology solve. We research and write testimonials delivered through interviews with your customers or users.

Contributed Articles
Many technical publications rely on contributions from experts and scientists who are not journalists, but who are active in the field concerned. We propose articles with illustrations to demonstrate your technology know-how. These are not direct company "publicity pitches", but go far to emphasize your leadership in a particular domain.

Insider Newsletter
The importance of a newsletter for emerging technology companies is great: put simply, a company newsletter will make a small company look like a global powerhouse. For some SIPR clients, it is a means to economize their skill and share solutions to customer's development problems. A newsletter helps circulate vital information, and can stimulate debate.