{"id":73,"date":"2022-10-06T16:50:43","date_gmt":"2022-10-06T23:50:43","guid":{"rendered":"https:\/\/www.hoffman.com\/?page_id=73"},"modified":"2025-07-28T16:48:46","modified_gmt":"2025-07-28T23:48:46","slug":"tech-pr","status":"publish","type":"page","link":"https:\/\/www.hoffman.com\/de\/tech-pr\/","title":{"rendered":"Tech PR"},"content":{"rendered":"<h2>\n\t\tGenau unser Ding\n\t<\/h2>\n    Tech PR  \n\t<h1 class=\"translation-block\">Technology PR is<br> <em>embedded in our \u2592 DNA<\/em>.<\/h1>\n\t<h2>Unser erster Kunde war ein CD-ROM-Unternehmen namens Meridian Data. Die Apparatur in der Gr\u00f6\u00dfe einer <span class='popover-trigger popover-inline' data-popover-src='https:\/\/www.hoffman.com\/wp-content\/uploads\/2022\/10\/washing-machine.jpg'>Waschmaschine<\/span> erm\u00f6glichte es Unternehmen, bis zu 200.000 Seiten an Informationen auf einer CD zu speichern - ein damals radikales Konzept.<\/h2>\n\t<h3>Unsere Kernkompetenz ist es, <em>der Komplexit\u00e4t einen Sinn zu verleihen.<\/em><\/h3>\n\t<p>Unsere Kompetenzen decken alle Bereiche der Technologiebranche ab:<\/p>\n\t<ul>\n<li>Halbleiter<\/li>\n<li>Telekommunikation<\/li>\n<li>SaaS<\/li>\n<li>Cloud Computing<\/li>\n<li>Cybersecurity<\/li>\n<li>Energie<\/li>\n<li>Mobile Apps<\/li>\n<\/ul>\n\t<ul>\n<li>Consumer Tech<\/li>\n<li>Data Analytics<\/li>\n<li> Fintech <\/li>\n<li>Elektrifizierung von Autos<\/li>\n<li>Daten Center<br>\n<\/li>\n<li>Anwendungsentwicklung<\/li>\n<\/ul>\n\t<p><em>Und die Liste endet nicht hier.<\/em><\/p>\n\t<ul>\n<li><a href=\"#news\">Die Pressemitteilung<\/a><\/li>\n<li><a href=\"#supply\">Angebot und Nachfrage<\/a><\/li>\n<li><a href=\"#holistic\">Ganzheitlicher Ansatz<\/a><\/li>\n<\/ul>\n<h2>\n\t\tDie Pressemitteilung allein funktioniert in der Tech PR nicht\n\t<\/h2>\n\t<p>Das Internet hat die Pressemitteilung im Technologiesektor kommerzialisiert.<\/p>\n<p>Most people accept this statement as true. Few understand what exactly has transpired. With this in mind, we&#8217;ve charted a timeline that captures key milestones.<\/p>\n\t\t\t\t<img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/www.hoffman.com\/wp-content\/uploads\/2022\/10\/news-release-chart.svg\" alt=\"Timeline that captures key milestones from Postal Service, Teletype, Satellites and Internet\" itemprop=\"image\" height=\"354\" width=\"687\" title=\"News-Release-Chart\" onerror=\"this.style.display='none'\">\n\t<p>The news release was invented in 1906. With minimum effort, journalists could write stories based on a news release, and those stories appeared fresh because their readers couldn&#8217;t find the information elsewhere. This advantage disappeared in 1996 when news release distribution services started flinging announcements to the masses via the internet.<\/p>\n<p>It took some time to erode the status quo. Muscle memory doesn&#8217;t change so easily in the world of journalism. Still, 25-plus years later, we can safely say that the commoditization of the news release is complete.<\/p>\n<p>This memo hasn&#8217;t reached many consultancies (and companies).<\/p>\n<p>Don&#8217;t misunderstand us. We&#8217;re not anti-news release.<\/p>\n<p>Our client PR campaigns do include news releases for major announcements, elevating the customer&#8217;s voice and disclosure (for public companies). We also recognize that tech companies sometimes distribute news releases with objectives other than securing media coverage. That&#8217;s fine. What we don&#8217;t want to do is waste budget pitching the type of minor announcements that journalists don&#8217;t cover.<\/p>\n\t<blockquote><p>Wir setzen Akzente und r\u00fccken unsere Kunden damit ins mediale Rampenlicht <em>einmaliges Storytelling + Thought Leadership.<\/em><\/p><\/blockquote>\n\t<p>Die Pressemitteilung hat eine unterst\u00fctzende Rolle.<\/p>\n<p>Dranbleiben f\u00fcr einen tieferen Einblick.<\/p>\n<h2>\n\t\tAligning Tech PR &#8220;Supply&#8221; with Journalism &#8220;Demand&#8221;\n\t<\/h2>\n\t<p>The supply versus demand equation doesn&#8217;t play in favor of technology PR campaigns.<\/p>\n<p>Wir haben die Theorie der Angebots- und Nachfrage\u00f6konomie auf die Medienbeziehungen angewandt. Herausgekommen ist das folgende Diagramm.<\/p>\n\t\t\t\t<img decoding=\"async\" src=\"https:\/\/www.hoffman.com\/wp-content\/uploads\/2022\/10\/supply-demand-chart.svg\" alt=\"Chart with High\/Low Journalistic Demand, High\/Low PR Supply\" itemprop=\"image\" height=\"378.244\" width=\"533.669\" title=\"Angebot-Nachfrage-Diagramm\" onerror=\"this.style.display='none'\">\n\t<p>Vereinfacht ausgedr\u00fcckt: Auf das, was Journalist:innen am meisten wertsch\u00e4tzen, wird am wenigsten Zeit verwendet. Wohingegen in Aktivit\u00e4ten, die Journalist:innen als eher unwichtig betrachten - wie die Pressemeldung - deutlich mehr Zeit gesteckt wird.<\/p>\n<p>Our rough calculations put the number of news releases distributed in the U.S. at 722,000 a few years ago. Figuring around 30 hours per news release &#8211; sourcing, writing, review cycles and editing &#8211; at $200 per hour translates into a $4,332,000,000 investment across the public relations industry (U.S.). No doubt, the investment in news releases on a global basis has only grown over time.<\/p>\n\t\t\t\t<img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/www.hoffman.com\/wp-content\/uploads\/2022\/10\/pr-investment-graphic.svg\" alt=\"$4,332,000,000 PR Investment\" itemprop=\"image\" height=\"295\" width=\"523\" title=\"PR-Investitionsgrafik\" onerror=\"this.style.display='none'\">\n\t<p>That&#8217;s a lot of money for a form of communications that often has the impact of wallpaper in your Aunt Zelda&#8217;s house.<\/p>\n<p>Worse, it causes much of the rancor in the journalist\/PR relationship. Companies, frustrated by the lack of ROI from announcements, send PR to pummel journalists into submission to write about announcements they don&#8217;t care about.<\/p>\n<p>To better align PR-generated content with journalistic demand, our campaigns put more energy and investment in creating content that&#8217;s not in the public domain and thought leadership.<\/p>\n<p>Das ist es, was Journalist:innen sch\u00e4tzen.<\/p>\n<h2>\n\t\tGanzheitlicher Ansatz zum Aufbau von Tech Brands\n\t<\/h2>\n\t<p>We have devoted a considerable amount of real estate to media relations because we know it&#8217;s often a critical success factor for any tech PR program.<\/p>\n\t<blockquote><p class=\"translation-block\">With that said, we\u2019re increasingly executing integrated campaigns that blend <em>earned media<\/em>, <em>owned media<\/em> and even <em>paid media<\/em>.<\/p><\/blockquote>\n\t<p>For example, it turns out there&#8217;s synergy to be had in the form of SEO &#8211; or what we come to call earned search &#8211; when combining PR and a corporate blog. In a sense, the corporate blog becomes a content marketing platform. In other cases, we&#8217;ve created integrated campaigns for talent acquisition.<\/p>\n<p>W\u00e4hrend wir jede integrierte Kampagne den Zielen der Kunden anpassen, beginnt unser \u00fcbergeordneter Denkprozess wie folgt:<\/p>\n\t\t\t\t<img decoding=\"async\" src=\"https:\/\/www.hoffman.com\/wp-content\/uploads\/2022\/10\/brand-engine-chart.svg\" alt=\"Content Engine to Brand Building Schematic\" itemprop=\"image\" height=\"348.982\" width=\"695.254\" title=\"Marken-Engine-Chart\" onerror=\"this.style.display='none'\">\n\t<p class=\"translation-block\">Read more about our <a href=\"https:\/\/www.hoffman.com\/de\/services\/\" target=\"_self\">Integrated Services<\/a>.<\/p>\n    <h2>\n            <a href=\"\/de\/silicon-valley-pr-agency\/\">\n                Genau unser Ding \n              <\/a>\n          <\/h2>\n    <ul id=\"block-nav-19\"><li id=\"menu-item-388\"><a href=\"https:\/\/www.hoffman.com\/de\/tech-pr\/\" aria-current=\"page\">Tech PR<\/a><\/li>\n<li id=\"menu-item-389\"><a href=\"https:\/\/www.hoffman.com\/de\/storytelling-in-pr\/\">Es gibt immer eine Story<\/a><\/li>\n<li id=\"menu-item-1482\"><a href=\"https:\/\/onlinepr-blog.com\/\" rel=\"nofollow noopener\" target=\"_blank\">Was geht ab? (Blog)<\/a><\/li>\n<li id=\"menu-item-441\"><a target=\"_blank\" rel=\"noopener nofollow\" href=\"https:\/\/www.ishmaelscorner.com\/\">Ishmael&#8217;s Corner (Blog)<\/a><\/li>\n<li id=\"menu-item-386\"><a href=\"https:\/\/www.hoffman.com\/pr-agency-awards\/\">Auszeichnungen<\/a><\/li>\n<\/ul>","protected":false},"excerpt":{"rendered":"<p>Our Jam Tech PR Technology PR is embedded in our \u2592 DNA. Our first client was a CD-ROM company called Meridian Data. The contraption the size of a made it &#8230;<\/p>","protected":false},"author":1,"featured_media":0,"parent":0,"menu_order":7,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_acf_changed":false,"footnotes":""},"class_list":["post-73","page","type-page","status-publish","hentry"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.hoffman.com\/de\/wp-json\/wp\/v2\/pages\/73","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.hoffman.com\/de\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/www.hoffman.com\/de\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/www.hoffman.com\/de\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.hoffman.com\/de\/wp-json\/wp\/v2\/comments?post=73"}],"version-history":[{"count":0,"href":"https:\/\/www.hoffman.com\/de\/wp-json\/wp\/v2\/pages\/73\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.hoffman.com\/de\/wp-json\/wp\/v2\/media?parent=73"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}