{"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\/ja\/tech-pr\/","title":{"rendered":"\u30c6\u30c3\u30afPR"},"content":{"rendered":"<h2>\n\t\t\u79c1\u305f\u3061\u306e\u5f37\u307f\n\t<\/h2>\n    \u30c6\u30c3\u30afPR  \n\t<h1 class=\"translation-block\">\u79c1\u305f\u3061\u306eDNA \u2592 \u306b<br>\u7d44\u307f\u8fbc\u307e\u308c\u3066\u3044\u308b\u300c\u30c6\u30c3\u30afPR\u300d<\/h1>\n\t<h2>\u79c1\u305f\u3061\u306e\u521d\u3081\u3066\u306e\u304a\u5ba2\u69d8\u306f\u3001CD-ROM\u306e\u88fd\u9020\u88c5\u7f6e\u30e1\u30fc\u30ab\u30fc\u300cMeridian Data\u300d\u3068\u3044\u3046\u4f1a\u793e\u3067\u3057\u305f\u3002 <span class='popover-trigger popover-inline' data-popover-src='https:\/\/www.hoffman.com\/wp-content\/uploads\/2022\/10\/washing-machine.jpg'>\u6d17\u6fef\u6a5f<\/span> \u307b\u3069\u306e\u5927\u304d\u3055\u304c\u3042\u3063\u305f\u3053\u306e\u88c5\u7f6e\u306f\u3001\u4f01\u696d\u304c\u6301\u3064\u6700\u592720\u4e07\u30da\u30fc\u30b8\u3082\u306e\u60c5\u5831\u30921\u679a\u306e\u30b3\u30f3\u30d1\u30af\u30c8\u30c7\u30a3\u30b9\u30af\u306b\u53ce\u3081\u308b\u3053\u3068\u3092\u53ef\u80fd\u306b\u3059\u308b\u3001\u5f53\u6642\u306e\u6280\u8853\u306b\u304a\u3044\u3066\u5927\u5909\u753b\u671f\u7684\u306a\u88fd\u54c1\u3067\u3057\u305f\u3002<\/h2>\n\t<h3>\u79c1\u305f\u3061\u306e\u6838\u3068\u306a\u308b\u5f37\u307f\uff08\u30b3\u30a2\u30fb\u30b3\u30f3\u30d4\u30c6\u30f3\u30b7\u30fc\uff09\u306f\u3001 <em>\u8907\u96d1\u306a\u3053\u3068\u3092\u308f\u304b\u308a\u3084\u3059\u304f\u3059\u308b\u3053\u3068\u3067\u3059\u3002<\/em><\/h3>\n\t<p>\u79c1\u305f\u3061\u306f\u3053\u308c\u307e\u3067\u3001\u30cf\u30a4\u30c6\u30af\u696d\u754c\u306e\u3042\u308a\u3068\u3042\u3089\u3086\u308b\u30d3\u30b8\u30cd\u30b9\u306b\u643a\u308f\u3063\u3066\u304d\u307e\u3057\u305f\u3002<\/p>\n\t<ul>\n<li>\u534a\u5c0e\u4f53<\/li>\n<li>\u30c6\u30ec\u30b3\u30df\u30e5\u30cb\u30b1\u30fc\u30b7\u30e7\u30f3<\/li>\n<li>SaaS\uff08\u30bd\u30d5\u30c8\u30a6\u30a7\u30a2\u30fb\u30a2\u30ba\u30fb\u30a2\u30fb\u30b5\u30fc\u30d3\u30b9\uff09<\/li>\n<li>\u30af\u30e9\u30a6\u30c9\u30fb\u30b3\u30f3\u30d4\u30e5\u30fc\u30c6\u30a3\u30f3\u30b0<\/li>\n<li>\u30b5\u30a4\u30d0\u30fc\u30bb\u30ad\u30e5\u30ea\u30c6\u30a3<\/li>\n<li>\u30a8\u30cd\u30eb\u30ae\u30fc<\/li>\n<li>\u30e2\u30d0\u30a4\u30eb\u30a2\u30d7\u30ea<\/li>\n<\/ul>\n\t<ul>\n<li>\u30b3\u30f3\u30b7\u30e5\u30fc\u30de\u30fc\u30c6\u30c3\u30af\uff08\u96fb\u5b50\u6a5f\u5668\u3001E\u30b3\u30de\u30fc\u30b9\u3001\u30a2\u30d7\u30ea\u306a\u3069\uff09<\/li>\n<li>\u30c7\u30fc\u30bf\u5206\u6790<\/li>\n<li> \u30d5\u30a3\u30f3\u30c6\u30c3\u30af <\/li>\n<li>\u81ea\u52d5\u8eca\u306e\u96fb\u52d5\u5316\uff08EV\u3001\u81ea\u52d5\u904b\u8ee2\u6280\u8853\u3001\u8eca\u8f09\u30b3\u30f3\u30d4\u30e5\u30fc\u30c6\u30a3\u30f3\u30b0\uff09<\/li>\n<li>\u30c7\u30fc\u30bf\u30bb\u30f3\u30bf\u30fc<br>\n<\/li>\n<li>\u30a2\u30d7\u30ea\u30b1\u30fc\u30b7\u30e7\u30f3\u958b\u767a<\/li>\n<\/ul>\n\t<p><em>\u306a\u3069\u3001\u65b0\u305f\u306a\u6280\u8853\u306e\u8a95\u751f\u306b\u5408\u308f\u305b\u3066\u5e83\u304c\u308a\u7d9a\u3051\u3066\u3044\u307e\u3059\u3002<\/em><\/p>\n\t<ul>\n<li><a href=\"#news\">\u30cb\u30e5\u30fc\u30b9\u30ea\u30ea\u30fc\u30b9<\/a><\/li>\n<li><a href=\"#supply\">\u9700\u8981\u3068\u4f9b\u7d66<\/a><\/li>\n<li><a href=\"#holistic\">\u5168\u65b9\u4f4d\u30a2\u30d7\u30ed\u30fc\u30c1<\/a><\/li>\n<\/ul>\n<h2>\n\t\t\u30c6\u30c3\u30afPR\u3067\u306f\u3001\u30cb\u30e5\u30fc\u30b9\u30ea\u30ea\u30fc\u30b9\u3092\u914d\u4fe1\u3059\u308b\u3060\u3051\u306b\u306f\u7559\u307e\u308a\u307e\u305b\u3093\n\t<\/h2>\n\t<p>\u30c6\u30af\u30ce\u30ed\u30b8\u30fc\u696d\u754c\u306b\u304a\u3044\u3066\u3082\u3001\u30a4\u30f3\u30bf\u30fc\u30cd\u30c3\u30c8\u306e\u666e\u53ca\u306b\u3088\u3063\u3066\u30cb\u30e5\u30fc\u30b9\u30ea\u30ea\u30fc\u30b9\u306f\u4e00\u822c\u5316\u3059\u308b\u3053\u3068\u306b\u306a\u308a\u307e\u3057\u305f\u3002<\/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=\"\u30cb\u30e5\u30fc\u30b9\u30ea\u30ea\u30fc\u30b9\u30c1\u30e3\u30fc\u30c8\" 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>\u79c1\u305f\u3061\u306f\u30011\u56de\u306e\u30b9\u30c8\u30fc\u30ea\u30fc\u30c6\u30ea\u30f3\u30b0\u3068\u30bd\u30fc\u30c8\u30fb\u30ea\u30fc\u30c0\u30fc\u30b7\u30c3\u30d7\u3092\u901a\u3058\u3066\u3001 <em>\u30e1\u30c7\u30a3\u30a2\u306e\u30b9\u30dd\u30c3\u30c8\u30e9\u30a4\u30c8\u3092\u304a\u5ba2\u69d8\u306b\u5411\u3051\u3055\u305b\u3066\u3044\u307e\u3059\u3002<\/em><\/p><\/blockquote>\n\t<p>\u30cb\u30e5\u30fc\u30b9\u30ea\u30ea\u30fc\u30b9\u306f\u3042\u304f\u307e\u3067\u88dc\u52a9\u7684\u306a\u5f79\u5272\u306b\u904e\u304e\u306a\u3044\u306e\u3067\u3059\u3002<\/p>\n<p>\u4ee5\u964d\u306e\u30c8\u30d4\u30c3\u30af\u3067\u3082\u5f15\u304d\u7d9a\u304d\u3001\u79c1\u305f\u3061\u306e\u30c6\u30c3\u30afPR\u306b\u3064\u3044\u3066\u8a73\u3057\u304f\u6398\u308a\u4e0b\u3052\u3066\u3044\u304d\u307e\u3059\u3002<\/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>\u30e1\u30c7\u30a3\u30a2\u30ea\u30ec\u30fc\u30b7\u30e7\u30f3\u306b\u304a\u3044\u3066\u3001\u9700\u8981\u3068\u4f9b\u7d66\u306e\u7d4c\u6e08\u7406\u8ad6\u3092\u5f53\u3066\u306f\u3081\u308b\u3068\u3059\u308b\u3068\u3001\u4ee5\u4e0b\u306e\u56f3\u5f0f\u306e\u3088\u3046\u306b\u8868\u3059\u3053\u3068\u304c\u3067\u304d\u307e\u3059\u3002<\/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=\"\u9700\u7d66\u30c1\u30e3\u30fc\u30c8\" onerror=\"this.style.display='none'\">\n\t<p>\u7aef\u7684\u306b\u8a00\u3063\u3066\u3001\u30b8\u30e3\u30fc\u30ca\u30ea\u30b9\u30c8\u304c\u6700\u3082\u4fa1\u5024\u3092\u898b\u51fa\u3057\u3066\u3044\u308b\u3053\u3068\u306f\u3001\u30c6\u30c3\u30afPR\u304c\u6700\u3082\u6642\u9593\u3092\u304b\u3051\u306a\u3044\u90e8\u5206\u3067\u3042\u308b\u3053\u3068\u304c\u308f\u304b\u308a\u307e\u3059\u3002\u9006\u306b\u3001\u30b8\u30e3\u30fc\u30ca\u30ea\u30b9\u30c8\u304c\u6700\u3082\u4fa1\u5024\u3092\u898b\u51fa\u3055\u306a\u3044\u3082\u306e\u2015\u30cb\u30e5\u30fc\u30b9\u30ea\u30ea\u30fc\u30b9\u306a\u3069\u306f\u3001\u30c6\u30c3\u30afPR\u304c\u5168\u529b\u3092\u6ce8\u3044\u3067\u3044\u308b\u9818\u57df\u3068\u306a\u3063\u3066\u3044\u307e\u3059\u3002<\/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=\"\u6295\u8cc7\u524d\u306e\u30b0\u30e9\u30d5\u30a3\u30c3\u30af\" 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>\u3053\u308c\u3053\u305d\u304c\u30b8\u30e3\u30fc\u30ca\u30ea\u30b9\u30c8\u304c\u4fa1\u5024\u3092\u898b\u51fa\u3057\u3066\u3044\u308b\u3053\u3068\u306a\u306e\u3067\u3059\u3002<\/p>\n<h2>\n\t\t\u30d6\u30e9\u30f3\u30c9\u69cb\u7bc9\u306e\u305f\u3081\u306e\u5168\u65b9\u4f4d\u30a2\u30d7\u30ed\u30fc\u30c1\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\">\u4ed6\u65b9\u3067\u3001\u30a2\u30fc\u30f3\u30c9\u30e1\u30c7\u30a3\u30a2\u3001\u30aa\u30a6\u30f3\u30c9\u30e1\u30c7\u30a3\u30a2\u3001\u3055\u3089\u306b\u306f\u30da\u30a4\u30c9\u30e1\u30c7\u30a3\u30a2\u3092\u5408\u308f\u305b\u3066\u6d3b\u7528\u3057\u305f\u7d71\u5408\u578b\u65bd\u7b56\uff08\u30a4\u30f3\u30c6\u30b0\u30ec\u30fc\u30c6\u30c3\u30c9\u30fb\u30ad\u30e3\u30f3\u30da\u30fc\u30f3\uff09\u3092\u5b9f\u65bd\u3059\u308b\u3053\u3068\u3082\u5897\u3048\u3066\u3044\u307e\u3059\u3002<\/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>\u79c1\u305f\u3061\u306f\u304a\u5ba2\u69d8\u304c\u30ad\u30e3\u30f3\u30da\u30fc\u30f3\u3092\u901a\u3058\u3066\u4f55\u3092\u9054\u6210\u3057\u305f\u3044\u304b\u306b\u3088\u3063\u3066\u3001\u3072\u3068\u3064\u3072\u3068\u3064\u306e\u7d71\u5408\u578b\u65bd\u7b56\uff08\u30a4\u30f3\u30c6\u30b0\u30ec\u30fc\u30c6\u30c3\u30c9\u30fb\u30ad\u30e3\u30f3\u30da\u30fc\u30f3\uff09\u3092\u30ab\u30b9\u30bf\u30de\u30a4\u30ba\u3057\u307e\u3059\u304c\u3001\u3088\u308a\u9ad8\u3044\u30ec\u30d9\u30eb\u3067\u306e\u30a2\u30d7\u30ed\u30fc\u30c1\u3092\u69cb\u7bc9\u3059\u308b\u305f\u3081\u306b\u3001\u4e0b\u8a18\u306e\u56f3\u3092\u57fa\u306b\u305d\u306e\u8003\u3048\u3092\u6df1\u3081\u3066\u3044\u304d\u307e\u3059\u3002<\/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=\"\u30d6\u30e9\u30f3\u30c9\u30a8\u30f3\u30b8\u30f3\u30c1\u30e3\u30fc\u30c8\" onerror=\"this.style.display='none'\">\n\t<p class=\"translation-block\">\u79c1\u305f\u3061\u304c\u63d0\u4f9b\u3059\u308b\u30b5\u30fc\u30d3\u30b9\u306e\u8a73\u7d30\u306b\u3064\u3044\u3066\u306f\u3001<a href=\"https:\/\/www.hoffman.com\/ja\/services\/\" target=\"_self\">\u3053\u3061\u3089\u306e\u30da\u30fc\u30b8\u3092\u3054\u89a7\u304f\u3060\u3055\u3044<\/a>\u3002<\/p>\n    <h2>\n            <a href=\"\/ja\/silicon-valley-pr-agency\/\">\n                \u79c1\u305f\u3061\u306e\u5f37\u307f \n              <\/a>\n          <\/h2>\n    <ul id=\"block-nav-19\"><li id=\"menu-item-388\"><a href=\"https:\/\/www.hoffman.com\/ja\/tech-pr\/\" aria-current=\"page\">\u30c6\u30c3\u30afPR<\/a><\/li>\n<li id=\"menu-item-389\"><a href=\"https:\/\/www.hoffman.com\/ja\/storytelling-in-pr\/\">\u30b9\u30c8\u30fc\u30ea\u30fc\u306f\u3044\u3064\u3082\u305d\u3053\u306b\u3042\u308b<\/a><\/li>\n<li id=\"menu-item-1482\"><a href=\"https:\/\/onlinepr-blog.com\/\" rel=\"nofollow noopener\" target=\"_blank\">What\u2019s Happening  (\u30d6\u30ed\u30b0)<\/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\/\">\u53d7\u8cde\u6b74<\/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\/ja\/wp-json\/wp\/v2\/pages\/73","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.hoffman.com\/ja\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/www.hoffman.com\/ja\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/www.hoffman.com\/ja\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.hoffman.com\/ja\/wp-json\/wp\/v2\/comments?post=73"}],"version-history":[{"count":0,"href":"https:\/\/www.hoffman.com\/ja\/wp-json\/wp\/v2\/pages\/73\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.hoffman.com\/ja\/wp-json\/wp\/v2\/media?parent=73"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}