{"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_tw\/tech-pr\/","title":{"rendered":"\u79d1\u6280\u516c\u95dc"},"content":{"rendered":"<h2>\n\t\t\u970d\u5f0f\u79d8\u7b08\n\t<\/h2>\n    \u79d1\u6280\u516c\u95dc  \n\t<h1 class=\"translation-block\">\u79d1\u6280\u516c\u95dc\u65e9\u5df2\u662f<br> <em>\u6211\u5011\u5167\u5efa\u7684 \u2592 DNA<\/em>.<\/h1>\n\t<h2>\u970d\u592b\u66fc\u516c\u95dc\u7684\u9996\u4f4d\u5ba2\u6236\u662f\u5bb6\u540d\u70ba Meridian Date \u7684 CD-ROM \u516c\u53f8\u3002\u8a72\u516c\u53f8\u6240\u7814\u767c\u50c5\u6709 <span class='popover-trigger popover-inline' data-popover-src='https:\/\/www.hoffman.com\/wp-content\/uploads\/2022\/10\/washing-machine.jpg'>\u6d17\u8863\u6a5f<\/span> \u5927\u5c0f\u7684\u88dd\u7f6e\uff0c\u80fd\u5e6b\u52a9\u4f01\u696d\u5728\u4e00\u5f35\u5149\u789f\u7247\u4e0a\u5132\u5b58 200,000 \u9801\u7684\u8cc7\u8a0a\uff0c\u5f15\u9818\u4e86\u7576\u6642\u7684\u79d1\u6280\u6d6a\u6f6e\u3002<\/h2>\n\t<h3>\u6211\u5011\u7684\u6838\u5fc3\u7af6\u722d\u529b\u5728\u65bc\u5316\u7e41\u70ba\u7c21 <em><br>\u5275\u9020\u54c1\u724c\u7121\u9650\u53ef\u80fd<\/em><\/h3>\n\t<p>\u6211\u5011\u7684\u5ba2\u6236\u6a6b\u8de8\u79d1\u6280\u7522\u696d\u7684\u5404\u500b\u9818\u57df\uff1a<\/p>\n\t<ul>\n<li>\u534a\u5c0e\u9ad4<\/li>\n<li>\u901a\u8a0a\u6280\u8853<\/li>\n<li>\u8edf\u9ad4\u5373\u670d\u52d9\uff08SaaS\uff09<\/li>\n<li>\u96f2\u7aef\u904b\u7b97<\/li>\n<li>\u8cc7\u8a0a\u5b89\u5168<\/li>\n<li>\u80fd\u6e90<\/li>\n<li>\u884c\u52d5\u61c9\u7528<\/li>\n<\/ul>\n\t<ul>\n<li>\u6d88\u8cbb\u6027\u79d1\u6280<\/li>\n<li>\u6578\u64da\u5206\u6790<\/li>\n<li> \u91d1\u878d\u79d1\u6280 <\/li>\n<li>\u65b0\u80fd\u6e90\u8eca<\/li>\n<li>\u8cc7\u6599\u4e2d\u5fc3<br>\n<\/li>\n<li>\u61c9\u7528\u958b\u767c<\/li>\n<\/ul>\n\t<p><em>\u540c\u6642\uff0c\u5404\u5927\u7522\u696d\u4e5f\u90fd\u5b58\u5728\u6211\u5011\u7684\u8eab\u5f71\u3002<\/em><\/p>\n\t<ul>\n<li><a href=\"#news\">\u65b0\u805e\u7a3f\u767c\u5e03<\/a><\/li>\n<li><a href=\"#supply\">\u4f9b\u9700\u95dc\u4fc2<\/a><\/li>\n<li><a href=\"#holistic\">\u6574\u5408\u884c\u92b7\u7b56\u7565<\/a><\/li>\n<\/ul>\n<h2>\n\t\t\u4ee5\u79d1\u6280\u516c\u95dc\u800c\u8a00<br>\u53ea\u9760\u65b0\u805e\u7a3f\u662f\u884c\u4e0d\u901a\u7684\n\t<\/h2>\n\t<p>\u5728\u7db2\u8def\u6642\u4ee3\u7684\u84ec\u52c3\u767c\u5c55\u4e0b\uff0c\u79d1\u6280\u9818\u57df\u76f8\u95dc\u7684\u65b0\u805e\u7a3f\u5df2\u7d93\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\u805e\u767c\u5e03\u5716\" 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\u5011\u6240\u64c5\u9577\u7684\uff0c <em>\u5c31\u662f\u5c07\u5ba2\u6236\u7684\u54c1\u724c\u6545\u4e8b<br>\u8207\u9818\u5c0e\u601d\u7dad\u5169\u8005\u7d50\u5408\uff0c\u5438\u5f15\u5a92\u9ad4\u7684\u95dc\u6ce8\u3002<\/em><\/p><\/blockquote>\n\t<p>\u5728\u9019\u500b\u904e\u7a0b\u4e2d\uff0c\u65b0\u805e\u7a3f\u4fbf\u662f\u626e\u6f14\u8457\u8f14\u52a9\u7684\u89d2\u8272\u3002<\/p>\n<p>\u82e5\u60a8\u60f3\u8981\u9032\u4e00\u6b65\u4e86\u89e3\u539f\u56e0\u4f55\u5728\uff0c\u8acb\u7e7c\u7e8c\u5f80\u4e0b\u95b1\u8b80\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\u628a\u7d93\u6fdf\u5b78\u4e2d\u7684\u4f9b\u9700\u6cd5\u5247\u5957\u7528\u5728\u5a92\u9ad4\u95dc\u4fc2\u4e0a\uff0c\u6211\u5011\u5c07\u5f97\u51fa\u4ee5\u4e0b\u9019\u5f35\u5716\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\u5716\" onerror=\"this.style.display='none'\">\n\t<p>\u7c21\u800c\u8a00\u4e4b\uff0c\u5a92\u9ad4\u8a18\u8005\u6700\u770b\u91cd\u7684\u5167\u5bb9\u6b63\u662f\u79d1\u6280\u516c\u95dc\u6295\u6ce8\u6700\u5c11\u5fc3\u529b\u7684\u5730\u65b9\uff0c\u800c\u6700\u4e0d\u53d7\u5a92\u9ad4\u8a18\u8005\u9752\u775e\u7684\u65b0\u805e\u7a3f\uff0c\u537b\u662f\u79d1\u6280\u516c\u95dc\u300c\u5168\u529b\u4ee5\u8d74\u300d\u7684\u9818\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\u95dc\u6295\u8cc7\u5716\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\u9019\uff0c\u6b63\u662f\u5a92\u9ad4\u8a18\u8005\u5011\u6240\u95dc\u6ce8\u7684\u3002<\/p>\n<h2>\n\t\t\u900f\u904e\u6574\u5408\u884c\u92b7\u7b56\u7565<br>\u8aaa\u51fa\u79d1\u6280\u54c1\u724c\u7684\u6545\u4e8b\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\">\u56e0\u6b64\uff0c\u6211\u5011\u7a4d\u6975\u767c\u5c55\u6574\u5408\u884c\u92b7\u50b3\u64ad\u7b56\u7565\uff0c\u6df1\u5ea6\u7d50\u5408<em>\u300c\u8d0f\u5f97\u5a92\u9ad4\u300d<\/em>\u3001<em>\u300c\u81ea\u6709\u5a92\u9ad4\u300d<\/em>\u3001<em>\u300c\u4ed8\u8cbb\u5a92\u9ad4\u300d<\/em>\u7b49\u591a\u65b9\u5a92\u9ad4\u8cc7\u6e90\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>\u7576\u6211\u5011\u4f9d\u64da\u5ba2\u6236\u76ee\u6a19\u91cf\u8eab\u6253\u9020\u6574\u5408\u884c\u92b7\u50b3\u64ad\u7b56\u7565\u6642\uff0c\u7686\u662f\u6309\u7167\u4ee5\u4e0b\u7684\u601d\u7dad\u908f\u8f2f\u4f86\u9032\u884c\u898f\u5283\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\u5716\u8868\" onerror=\"this.style.display='none'\">\n\t<p class=\"translation-block\">\u4e86\u89e3\u66f4\u591a\u95dc\u65bc\u6211\u5011\u7684<a href=\"https:\/\/www.hoffman.com\/zh_tw\/services\/\" target=\"_self\">\u6574\u5408\u884c\u92b7\u50b3\u64ad\u7b56\u7565<\/a>.<\/p>\n    <h2>\n            <a href=\"\/zh_tw\/silicon-valley-pr-agency\/\">\n                \u970d\u5f0f\u79d8\u7b08 \n              <\/a>\n          <\/h2>\n    <ul id=\"block-nav-19\"><li id=\"menu-item-388\"><a href=\"https:\/\/www.hoffman.com\/zh_tw\/tech-pr\/\" aria-current=\"page\">\u79d1\u6280\u516c\u95dc<\/a><\/li>\n<li id=\"menu-item-389\"><a href=\"https:\/\/www.hoffman.com\/zh_tw\/storytelling-in-pr\/\">\u6545\u4e8b\uff0c\u4e00\u76f4\u90fd\u5728<\/a><\/li>\n<li id=\"menu-item-1482\"><a href=\"https:\/\/onlinepr-blog.com\/\" rel=\"nofollow noopener\" target=\"_blank\">WHAT\u2019S HAPPENING<br>\uff08\u90e8\u843d\u683c\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\/\">\u7372\u734e\u7d00\u9304<\/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_tw\/wp-json\/wp\/v2\/pages\/73","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.hoffman.com\/zh_tw\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/www.hoffman.com\/zh_tw\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/www.hoffman.com\/zh_tw\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.hoffman.com\/zh_tw\/wp-json\/wp\/v2\/comments?post=73"}],"version-history":[{"count":0,"href":"https:\/\/www.hoffman.com\/zh_tw\/wp-json\/wp\/v2\/pages\/73\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.hoffman.com\/zh_tw\/wp-json\/wp\/v2\/media?parent=73"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}