It’s tough pretending you’re a startup. So don’t.
Standing out on innovation is harder than ever, especially for established businesses. The word is overused, vague, and most often associated with startups or consumer tech. Since the real innovation that impacts customers and employees is often technical and nuanced, those stories don’t get told.
Worse, when they do get told, they’re often shared in a feedback loop that is as limited as it’s closed. There’s a robust ecosystem dedicated to let big company innovators talk to other innovators about innovation…or generate content on websites that declare it to nobody in particular. Coverage in your industry trades earns you little exposure in mainstream media.
We specialize in helping you talk about innovation to stakeholders both inside and outside your company, via diverse media that let you truly differentiate, and achieve recognition and value, for what you do.
Let us help you play to your strengths, and realize latent value.
No matter how much tech language is used, most PR is practiced the old-fashioned way: Your messaging gets developed, then staffers work “their” contacts in hope of finding homes for your stories. It’s a hit-or-miss numbers game, for which you pay for effort more than outcomes.
You won’t see it in your progress reports, but the innovation stories you get will read and feel much like everyone else’s. Mentions of big data, the Internet of Things, or the connected [insert product here] are generic these days.
Our proprietary approach helps you identify and then play to your strengths, and thereby realize the latent value of your innovation. It has been proven with dozens of client engagements around the world.
Here it is in a nutshell:
A Big Data Context Engine
We see journalists, bloggers, and other opinion-makers as customers, not simply messengers, which means we strive to understand not only their personal proclivities, but what qualities constitute their understanding and expectations for innovation. Our proprietary Context Engine collects and aggregates this data, and then informs our clients’ strategy development. We call it ‘outside-in’ strategy.
Once we understand the context for innovation in a particular industry, we partner with our clients to develop a strategy that directs and links its activities to that reality. This means we work with operations, not just communications and marketing, to identify the content that will accomplish our differentiation goals. Nothing has intrinsic value for us, yet everything has potential uses. Actions speak louder than words.
Our approach to creativity isn’t to focus only on tactical techniques to deliver content, but net new creative approaches to how it’s produced. This can include recommendations for new partnerships, programs, or even changes in product functionality or services offerings. The overriding purpose is to maximize our clients’ opportunities to participate meaningfully in conversations about innovation. Less ‘me too,’ and more ‘only us.’
An Actionable Roadmap
We don’t deliver plans promising “to work with key media,” or “position you as so-and-so.” Our initial engagements produce actionable roadmaps that start with communications goals — what, where, and when we want outcomes — and then work backward to specify the actions, required work, cost, and likelihood of success for each step. Clients can use it on their own, or we are ready to help deliver it.
A Better Approach To Placing Content
Unlike agencies that expend endless hours ‘working’ with media to try and make client stories fit their needs, we get most of that work done via our Context Engine at the start of our engagements. This means we have a far better understanding of who will use what (and when), and rely on our Content Tool to aggressively manage its delivery.
We’re constantly innovating communications technologies and approaches, and our clients get visibility into this work (and often participate). Our latest project is a news site, Innovation Communicator, which is intended as a resource for media and analysts interested in innovation at established public companies. We are also developing additional proprietary algorithms for our Context Engine and Content Tool client offerings.
Our partners bring unique and proven capabilities to our client engagements, and contribute to the research in our labs.
We don’t reveal client names, but we’ve worked with the top brands in categories like computer hardware, consumer electronics, automotive, insurance, non-profits, transportation, entertainment, and retail.