{"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\/ko\/tech-pr\/","title":{"rendered":"Tech PR"},"content":{"rendered":"<h2>\n\t\t\uc6b0\ub9ac\uc758 \uac00\uce58\n\t<\/h2>\n    Tech PR  \n\t<h1 class=\"translation-block\">\ud14c\ud06c PR \uc740<br> <em>\uc6b0\ub9ac \u2592 DNA<\/em> \uc18d\uc5d0 \ud750\ub974\uace0 \uc788\uc2b5\ub2c8\ub2e4.<\/h1>\n\t<h2>\uc6b0\ub9ac\uc758 \uccab \ubc88\uc9f8 \uace0\uac1d\uc740 Meridian Data\ub77c\ub294 CD-ROM \ud68c\uc0ac\uc600\uc2b5\ub2c8\ub2e4. <span class='popover-trigger popover-inline' data-popover-src='https:\/\/www.hoffman.com\/wp-content\/uploads\/2022\/10\/washing-machine.jpg'>\uc138\ud0c1\uae30<\/span> \ud06c\uae30\uc758 \uc7a5\uce58\ub85c \ucd5c\ub300 200,000\ud398\uc774\uc9c0\uc758 \uc815\ubcf4\ub97c \ucef4\ud329\ud2b8 \ub514\uc2a4\ud06c\uc5d0 \ub2f4\ub294 \uac83\uc774 \uac00\ub2a5\ud588\ub294\ub370, \uc774\ub294 \ub2f9\uc2dc\ub85c\uc11c\ub294 \ud68d\uae30\uc801\uc778 \uac1c\ub150\uc774\uc5c8\uc2b5\ub2c8\ub2e4.<\/h2>\n\t<h3>\uc6b0\ub9ac\uc758 \ud575\uc2ec \uc5ed\ub7c9\uc740 <em>\ubcf5\uc7a1\uc131\uc744 \uc774\ud574\ud558\ub294 \uac83\uc785\ub2c8\ub2e4.<\/em><\/h3>\n\t<p>\uc6b0\ub9ac\uc758 \uacbd\ud5d8\uc740 \uae30\uc220 \uc0b0\uc5c5\uc758 \ubaa8\ub4e0 \ubd84\uc57c\ub97c \ub300\ud45c\ud569\ub2c8\ub2e4.<\/p>\n\t<ul>\n<li>\ubc18\ub3c4\uccb4<\/li>\n<li>\ud1b5\uc2e0<\/li>\n<li>SaaS<\/li>\n<li>\ud074\ub77c\uc6b0\ub4dc \ucef4\ud4e8\ud305<\/li>\n<li>\uc0ac\uc774\ubc84 \ubcf4\uc548<\/li>\n<li>\uc5d0\ub108\uc9c0<\/li>\n<li>\ubaa8\ubc14\uc77c \uc571<\/li>\n<\/ul>\n\t<ul>\n<li>\uc18c\ube44\uc790 \uae30\uc220<\/li>\n<li>\ub370\uc774\ud130 \ubd84\uc11d<\/li>\n<li> \ud540\ud14c\ud06c <\/li>\n<li>\uc804\uae30\ucc28<\/li>\n<li>\ub370\uc774\ud130 \uc13c\ud130<br>\n<\/li>\n<li>\uc751\uc6a9 \ud504\ub85c\uadf8\ub7a8 \uac1c\ubc1c<\/li>\n<\/ul>\n\t<p><em>\uadf8\ub9ac\uace0 \ubaa9\ub85d\uc740 \uacc4\uc18d\ub429\ub2c8\ub2e4.<\/em><\/p>\n\t<ul>\n<li><a href=\"#news\">\ubcf4\ub3c4\uc790\ub8cc \ubc30\ud3ec<\/a><\/li>\n<li><a href=\"#supply\">\uc218\uc694\uc640 \uacf5\uae09<\/a><\/li>\n<li><a href=\"#holistic\">\uc804\uccb4\uc801\uc778 \uc811\uadfc \ubc29\uc2dd<\/a><\/li>\n<\/ul>\n<h2>\n\t\t\ubcf4\ub3c4\uc790\ub8cc\ub9cc\uc73c\ub85c\ub294 \ud14c\ud06c PR\uc5d0 \uc131\uacf5\ud560 \uc218 \uc5c6\uc2b5\ub2c8\ub2e4.\n\t<\/h2>\n\t<p>\uc778\ud130\ub137\uc740 \ud14c\ud06c \ubd80\ubb38\uc758 \ubcf4\ub3c4\uc790\ub8cc\ub97c \uc0c1\ud488\ud654\ud588\uc2b5\ub2c8\ub2e4.<\/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=\"\ubcf4\ub3c4 \uc790\ub8cc \ucc28\ud2b8\" 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>\uc6b0\ub9ac\ub294 \uace0\uac1d\uc5d0\uac8c \ubbf8\ub514\uc5b4\uc758 \uc8fc\ubaa9\uc744 \uc9d1\uc911\uc2dc\ud0b5\ub2c8\ub2e4. <em>\uc77c\ud68c\uc131 \uc2a4\ud1a0\ub9ac\ud154\ub9c1\uacfc \uc0ac\uace0 \ub9ac\ub354\uc2ed\uc744 \uacb0\ud569\ud574\uc11c\uc694.<\/em><\/p><\/blockquote>\n\t<p>\ubcf4\ub3c4\uc790\ub8cc\ub294 \uc624\uc9c1 \ubcf4\uc870\uc801\uc778 \uc5ed\ud560\uc744 \ud569\ub2c8\ub2e4.<\/p>\n<p>\uc774 \uc8fc\uc81c\uc5d0 \ub300\ud574 \uc790\uc138\ud788 \uc54c\uc544\ubcf4\ub824\uba74 \uacc4\uc18d \uc77d\uc73c\uc138\uc694.<\/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>\uc6b0\ub9ac\ub294 \ubbf8\ub514\uc5b4\uad00\uacc4\uc5d0 \uc218\uc694-\uacf5\uae09 \uacbd\uc81c\uc774\ub860\uc744 \uc801\uc6a9\ud558\uc5ec \ub2e4\uc74c\uacfc \uac19\uc740 \ucc28\ud2b8\ub97c \uc0dd\uac01\ud574 \ub0c8\uc2b5\ub2c8\ub2e4.<\/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=\"\uc218\uc694 \uacf5\uae09 \ucc28\ud2b8\" onerror=\"this.style.display='none'\">\n\t<p>\uac04\ub2e8\ud788 \ub9d0\ud574\uc11c, \uc5b8\ub860\uc778\uc774 \uac00\uc7a5 \uc911\uc694\ud558\uac8c \uc0dd\uac01\ud558\ub294 \uac83\uc740 \ub300\ubd80\ubd84\uc758 \uae30\uc220 PR \ud65c\ub3d9\uc5d0 \uac00\uc7a5 \uc801\uc740 \uc2dc\uac04\uc744 \uc18c\ube44\ud558\ub294 \ubd80\ubd84\uc774\uace0, \uc5b8\ub860\uc778\uc774 \uac00\uc7a5 \ub35c \uc911\uc694\ud558\uac8c \uc0dd\uac01\ud558\ub294 \uac83\uc778 \ubcf4\ub3c4\uc790\ub8cc\ub294 \ud14c\ud06c PR\uc774 \ubaa8\ub450 \uc9d1\uc911\ub418\ub294 \ubd80\ubd84\uc785\ub2c8\ub2e4.<\/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=\"\ud64d\ubcf4-\ud22c\uc790-\uadf8\ub798\ud53d\" 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>\uc774\uac83\uc774 \ubc14\ub85c \uc5b8\ub860\uc778\ub4e4\uc774 \uc911\uc694\ud558\uac8c \uc0dd\uac01\ud558\ub294 \uac83\uc785\ub2c8\ub2e4.<\/p>\n<h2>\n\t\t\uae30\uc220 \ube0c\ub79c\ub4dc \uad6c\ucd95\uc5d0 \ub300\ud55c \uc804\uccb4\uc801\uc778 \uc811\uadfc \ubc29\uc2dd\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\">\uc774\uc5d0 \ub530\ub77c, \uad11\uace0 \uc218\uc775\uc774 \ubc1c\uc0dd\ud558\ub294 <em>earned media<\/em>, <em>owned media<\/em> \uadf8\ub9ac\uace0 \uc2ec\uc9c0\uc5b4\ub294 <em>paid media<\/em>\ub97c \ud63c\ud569\ud55c \ud1b5\ud569 \ucea0\ud398\uc778\uc744 \uc810\uc810 \ub354 \ub9ce\uc774 \uc2e4\ud589\ud558\uace0 \uc788\uc2b5\ub2c8\ub2e4.<\/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>\ud074\ub77c\uc774\uc5b8\ud2b8\uac00 \ub2ec\uc131\ud558\uace0\uc790 \ud558\ub294 \ubaa9\ud45c\uc5d0 \ub530\ub77c \uac01 \ud1b5\ud569 \ucea0\ud398\uc778\uc744 \ub9de\ucda4\ud654 \ud558\uc9c0\ub9cc, \ud070 \ud2c0\uc758 \uc0ac\uace0\ub294 \uc774 \ud615\ud0dc\uc5d0\uc11c \uc2dc\uc791\ub429\ub2c8\ub2e4:<\/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=\"\ube0c\ub79c\ub4dc \uc5d4\uc9c4 \ucc28\ud2b8\" onerror=\"this.style.display='none'\">\n\t<p class=\"translation-block\">\ub354 \uc54c\uc544\ubcf4\uace0 \uc2f6\ub2e4\uba74 <a href=\"https:\/\/www.hoffman.com\/ko\/services\/\" target=\"_self\">Integrated Services<\/a>\ub97c \ud655\uc778\ud558\uc138\uc694.<\/p>\n    <h2>\n            <a href=\"\/ko\/silicon-valley-pr-agency\/\">\n                \uc6b0\ub9ac\uc758 \uac00\uce58 \n              <\/a>\n          <\/h2>\n    <ul id=\"block-nav-19\"><li id=\"menu-item-388\"><a href=\"https:\/\/www.hoffman.com\/ko\/tech-pr\/\" aria-current=\"page\">Tech PR<\/a><\/li>\n<li id=\"menu-item-389\"><a href=\"https:\/\/www.hoffman.com\/ko\/storytelling-in-pr\/\">The Story is Always There<\/a><\/li>\n<li id=\"menu-item-1482\"><a href=\"https:\/\/onlinepr-blog.com\/\" rel=\"nofollow noopener\" target=\"_blank\">What\u2019s Happening (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\/\">Awards<\/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\/ko\/wp-json\/wp\/v2\/pages\/73","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.hoffman.com\/ko\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/www.hoffman.com\/ko\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/www.hoffman.com\/ko\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.hoffman.com\/ko\/wp-json\/wp\/v2\/comments?post=73"}],"version-history":[{"count":0,"href":"https:\/\/www.hoffman.com\/ko\/wp-json\/wp\/v2\/pages\/73\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.hoffman.com\/ko\/wp-json\/wp\/v2\/media?parent=73"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}