{"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\/fr\/tech-pr\/","title":{"rendered":"Relations presse tech"},"content":{"rendered":"<h2>\n\t\tNotre ADN\n\t<\/h2>\n    Relations presse tech  \n\t<h1 class=\"translation-block\">Les relations press tech font<br> <em>partie de notre \u2592 ADN<\/em>.<\/h1>\n\t<h2>Notre premier client \u00e9tait une soci\u00e9t\u00e9 de CD-ROM appel\u00e9e Meridian Data. Cet appareil de la taille d'une <span class='popover-trigger popover-inline' data-popover-src='https:\/\/www.hoffman.com\/wp-content\/uploads\/2022\/10\/washing-machine.jpg'>Machine \u00e0 laver<\/span> permettait aux entreprises de placer jusqu'\u00e0 200 000 pages d'informations sur un CD, un concept pionnier \u00e0 l'\u00e9poque.<\/h2>\n\t<h3>Notre comp\u00e9tence principale consiste \u00e0 <em>donner du sens \u00e0 ce qui est complexe.<\/em><\/h3>\n\t<p>Notre exp\u00e9rience couvre tous les aspects de l\u2019industrie tech\u00a0:<\/p>\n\t<ul>\n<li>Semi-conducteurs<\/li>\n<li>T\u00e9l\u00e9communications<\/li>\n<li>SaaS<\/li>\n<li>Cloud computing<\/li>\n<li>Cybers\u00e9curit\u00e9<\/li>\n<li>\u00c9nergie<\/li>\n<li>Applications mobiles<\/li>\n<\/ul>\n\t<ul>\n<li>Technologie grand public<\/li>\n<li>Analyse des donn\u00e9es<\/li>\n<li> Fintech <\/li>\n<li>\u00c9lectrification des v\u00e9hicules<\/li>\n<li>Centres de donn\u00e9es<br>\n<\/li>\n<li>D\u00e9veloppement d&#039;applications<\/li>\n<\/ul>\n\t<p><em>Et la liste continue.<\/em><\/p>\n\t<ul>\n<li><a href=\"#news\">Le communiqu\u00e9 de presse<\/a><\/li>\n<li><a href=\"#supply\">L&#039;offre et la demande<\/a><\/li>\n<li><a href=\"#holistic\">Approche holistique<\/a><\/li>\n<\/ul>\n<h2>\n\t\tLe communiqu\u00e9 de presse seul ne fonctionne pas en relations presse tech\n\t<\/h2>\n\t<p>Internet a banalis\u00e9 les communiqu\u00e9s de presse dans le secteur des nouvelles technologies.<\/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=\"tableau des communiqu\u00e9s de presse\" 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>Nous attirons l'attention des m\u00e9dias sur nos clients en mettant l'accent sur <em>un storytelling unique + leadership \u00e9clair\u00e9.<\/em><\/p><\/blockquote>\n\t<p>Le communiqu\u00e9 de presse joue un r\u00f4le de soutien.<\/p>\n<p>Pour approfondir ce sujet, continuez votre lecture.<\/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>En appliquant la th\u00e9orie \u00e9conomique de l\u2019offre et de la demande aux relations avec les m\u00e9dias, nous avons abouti au tableau suivant.<\/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=\"graphique offre-demande\" onerror=\"this.style.display='none'\">\n\t<p>En r\u00e9sum\u00e9, ce que les journalistes appr\u00e9cient le plus est ce \u00e0 quoi les professionnels des relations de presse consacrent le moins de temps, tandis que ce que les journalistes appr\u00e9cient le moins, \u00e0 savoir les communiqu\u00e9s de presse, constituent souvent la priorit\u00e9 des attach\u00e9s de presse.<\/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=\"graphique-pr-investissement\" 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>C&#039;est ce que les journalistes appr\u00e9cient.<\/p>\n<h2>\n\t\tUne approche holistique dans le d\u00e9veloppement des entreprises technologiques\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\">Cela dit, nous ex\u00e9cutons de plus en plus de campagnes int\u00e9gr\u00e9es qui combinent <em>le earned media<\/em>, <em>le owned media<\/em> et m\u00eame <em>le 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>Bien que nous adaptions chaque campagne int\u00e9gr\u00e9e aux objectifs sp\u00e9cifiques du client, notre r\u00e9flexion strat\u00e9gique commence g\u00e9n\u00e9ralement ainsi\u00a0:<\/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=\"graphique de marque-moteur\" onerror=\"this.style.display='none'\">\n\t<p class=\"translation-block\">En savoir plus sur nos <a href=\"https:\/\/www.hoffman.com\/fr\/services\/\" target=\"_self\">Services Int\u00e9gr\u00e9s<\/a>.<\/p>\n    <h2>\n            <a href=\"\/fr\/silicon-valley-pr-agency\/\">\n                Notre ADN \n              <\/a>\n          <\/h2>\n    <ul id=\"block-nav-19\"><li id=\"menu-item-388\"><a href=\"https:\/\/www.hoffman.com\/fr\/tech-pr\/\" aria-current=\"page\">Relations presse tech<\/a><\/li>\n<li id=\"menu-item-389\"><a href=\"https:\/\/www.hoffman.com\/fr\/storytelling-in-pr\/\">L'histoire est toujours \u00e0 port\u00e9e de main<\/a><\/li>\n<li id=\"menu-item-1482\"><a href=\"https:\/\/onlinepr-blog.com\/\" rel=\"nofollow noopener\" target=\"_blank\">Que se passe-t-il (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\/\">Prix<\/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\/fr\/wp-json\/wp\/v2\/pages\/73","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.hoffman.com\/fr\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/www.hoffman.com\/fr\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/www.hoffman.com\/fr\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.hoffman.com\/fr\/wp-json\/wp\/v2\/comments?post=73"}],"version-history":[{"count":0,"href":"https:\/\/www.hoffman.com\/fr\/wp-json\/wp\/v2\/pages\/73\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.hoffman.com\/fr\/wp-json\/wp\/v2\/media?parent=73"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}