{"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\/zh\/tech-pr\/","title":{"rendered":"\u79d1\u6280\u516c\u5173"},"content":{"rendered":"<h2>\n\t\t\u5173\u4e8e\u6211\u4eec\n\t<\/h2>\n    \u79d1\u6280\u516c\u5173  \n\t<h1 class=\"translation-block\">Technology PR is<br> <em>embedded in our \u2592 DNA<\/em>.<\/h1>\n\t<h2>\u6211\u4eec\u7b2c\u4e00\u4f4d\u5ba2\u6237\u662f\u4e00\u5bb6\u540d\u4e3aMeridian Date\u7684CD-ROM\u516c\u53f8\u3002\u5b83\u4eec\u6240\u7814\u53d1\u7684 <span class='popover-trigger popover-inline' data-popover-src='https:\/\/www.hoffman.com\/wp-content\/uploads\/2022\/10\/washing-machine.jpg'>\u6d17\u8863\u673a\u5927\u5c0f\u7684\u88c5\u7f6e<\/span> \u80fd\u591f\u5e2e\u52a9\u4f01\u4e1a\u5728\u4e00\u5f20\u5149\u76d8\u4e0a\u50a8\u5b58200,000\u9875\u7684\u4fe1\u606f\uff0c\u5f15\u9886\u4e86\u5f53\u65f6\u7684\u79d1\u6280\u6d6a\u6f6e\u3002<\/h2>\n\t<h3>\u8d4b\u4e88\u590d\u6742\u4ee5\u610f\u4e49\uff0c <em>\u662f\u6211\u4eec\u7684\u6838\u5fc3\u7ade\u4e89\u529b\u3002<\/em><\/h3>\n\t<p>\u6211\u4eec\u7684\u5ba2\u6237\u6a2a\u8de8\u79d1\u6280\u884c\u4e1a\u7684\u5404\u4e2a\u9886\u57df\uff1a<\/p>\n\t<ul>\n<li>\u534a\u5bfc\u4f53<\/li>\n<li>\u901a\u4fe1\u6280\u672f<\/li>\n<li>SaaS\u670d\u52a1<\/li>\n<li>\u4e91\u8ba1\u7b97<\/li>\n<li>\u7f51\u7edc\u5b89\u5168<\/li>\n<li>\u80fd\u6e90<\/li>\n<li>\u79fb\u52a8\u5e94\u7528<\/li>\n<\/ul>\n\t<ul>\n<li>\u6d88\u8d39\u79d1\u6280<\/li>\n<li>\u6570\u636e\u5206\u6790<\/li>\n<li> \u91d1\u878d\u79d1\u6280 <\/li>\n<li>\u65b0\u80fd\u6e90\u6c7d\u8f66<\/li>\n<li>\u6570\u636e\u4e2d\u5fc3<br>\n<\/li>\n<li>\u5e94\u7528\u5f00\u53d1<\/li>\n<\/ul>\n\t<p><em>\u540c\u65f6\uff0c\u6211\u4eec\u8fd8\u5b58\u5728\u4e8e\u79d1\u6280\u9886\u57df\u5916\u7684\u8bf8\u591a\u9886\u57df\u3002<\/em><\/p>\n\t<ul>\n<li><a href=\"#news\">\u65b0\u95fb\u53d1\u5e03<\/a><\/li>\n<li><a href=\"#supply\">\u4f9b\u9700\u5173\u7cfb<\/a><\/li>\n<li><a href=\"#holistic\">\u6574\u5408\u8425\u9500\u4f20\u64ad<\/a><\/li>\n<\/ul>\n<h2>\n\t\t\u5728\u79d1\u6280\u516c\u5173\u9886\u57df\uff0c\u4ec5\u6709\u65b0\u95fb\u662f\u884c\u4e0d\u901a\u7684\n\t<\/h2>\n\t<p>\u4e92\u8054\u7f51\u65f6\u4ee3\uff0c\u4fc3\u4f7f\u79d1\u6280\u9886\u57df\u4e0b\u7684\u65b0\u95fb\u7a3f\u8d70\u5411\u5546\u54c1\u5316\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=\"\u65b0\u95fb\u53d1\u5e03\u56fe\" 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>\u6211\u4eec\u6240\u64c5\u957f\u7684\uff0c\u662f\u5c06\u54c1\u724c\u6545\u4e8b\u4e0e\u601d\u60f3\u9886\u5bfc\u529b\u52a0\u4ee5\u6574\u5408\uff0c\u4ece\u800c\u5438\u5f15\u5230\u5a92\u4f53\u7684\u5173\u6ce8\u3002 <em>\u4e00\u6b21\u6027\u8bb2\u6545\u4e8b+\u601d\u60f3\u9886\u5bfc\u529b\u3002<\/em><\/p><\/blockquote>\n\t<p>\u5728\u8fd9\u4e00\u8fc7\u7a0b\u4e2d\uff0c\u65b0\u95fb\u7a3f\u53d1\u6325\u7740\u91cd\u8981\u7684\u652f\u6491\u4f5c\u7528\u3002<\/p>\n<p>\u82e5\u60a8\u60f3\u8981\u6df1\u5165\u4e86\u89e3\uff0c\u8bf7\u7ee7\u7eed\u9605\u8bfb\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>\u5982\u679c\u5c06\u7ecf\u6d4e\u5b66\u4e2d\u7684\u4f9b\u9700\u5173\u7cfb\u539f\u7406\u5e94\u7528\u4e8e\u5a92\u4f53\u5173\u7cfb\u4e2d\uff0c\u6211\u4eec\u4f1a\u5f97\u51fa\u4ee5\u4e0b\u8fd9\u5f20\u56fe\u8868\uff1a<\/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=\"\u4f9b\u9700\u56fe\" onerror=\"this.style.display='none'\">\n\t<p>\u7b80\u5355\u6765\u8bf4\uff0c\u8bb0\u8005\u6700\u770b\u91cd\u7684\u5730\u65b9\u6b63\u662f\u79d1\u6280\u516c\u5173\u82b1\u8d39\u65f6\u95f4\u6700\u5c11\u7684\u5730\u65b9\uff0c\u800c\u8bb0\u8005\u6700\u4e0d\u770b\u91cd\u7684\u65b0\u95fb\u7a3f\u5374\u662f\u79d1\u6280\u516c\u5173\u8fc7\u4e8e\u201c\u5168\u529b\u4ee5\u8d74\u201d\u7684\u9886\u57df\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=\"\u516c\u5173\u6295\u8d44\u56fe\u89e3\" 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>\u800c\u8fd9\uff0c\u6b63\u662f\u8bb0\u8005\u4eec\u6240\u5173\u6ce8\u7684\u3002<\/p>\n<h2>\n\t\t\u901a\u8fc7\u6574\u5408\u8425\u9500\u4f20\u64ad\u6765\u6784\u5efa\u79d1\u6280\u54c1\u724c\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>\u5f53\u6211\u4eec\u4f9d\u636e\u5ba2\u6237\u76ee\u6807\u6765\u5236\u5b9a\u6bcf\u4e00\u4e2a\u6574\u5408\u8425\u9500\u4f20\u64ad\u65b9\u6848\u65f6\uff0c\u6211\u4eec\u4f1a\u4f9d\u7167\u5982\u4e0b\u7684\u6574\u4f53\u601d\u7ef4\u903b\u8f91\u8fdb\u884c\u5168\u5c40\u89c4\u5212\uff1a<\/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=\"\u54c1\u724c\u5f15\u64ce\u56fe\u8868\" onerror=\"this.style.display='none'\">\n\t<p class=\"translation-block\">Read more about our <a href=\"https:\/\/www.hoffman.com\/zh\/services\/\" target=\"_self\">Integrated Services<\/a>.<\/p>\n    <h2>\n            <a href=\"\/zh\/silicon-valley-pr-agency\/\">\n                \u5173\u4e8e\u6211\u4eec \n              <\/a>\n          <\/h2>\n    <ul id=\"block-nav-19\"><li id=\"menu-item-388\"><a href=\"https:\/\/www.hoffman.com\/zh\/tech-pr\/\" aria-current=\"page\">\u79d1\u6280\u516c\u5173<\/a><\/li>\n<li id=\"menu-item-389\"><a href=\"https:\/\/www.hoffman.com\/zh\/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\uff08\u535a\u5ba2\uff09<\/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\/\">\u8363\u8a89\u5956\u9879<\/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\/zh\/wp-json\/wp\/v2\/pages\/73","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.hoffman.com\/zh\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/www.hoffman.com\/zh\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/www.hoffman.com\/zh\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.hoffman.com\/zh\/wp-json\/wp\/v2\/comments?post=73"}],"version-history":[{"count":0,"href":"https:\/\/www.hoffman.com\/zh\/wp-json\/wp\/v2\/pages\/73\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.hoffman.com\/zh\/wp-json\/wp\/v2\/media?parent=73"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}