Inspiration talk: 'PR, how it works'

During our Inspiration Talk last week, Rob and Bjeshka Sela shared the stage together. The topic? PR.

Bjeshka is a marketing manager at Hammer-IMS, a technology company that helps manufacturing companies monitor their quality. They develop measurement systems that, among other things, check the thickness and weight of materials during the production process.

Rob, co-founder of Websters and an engineer by training, has already helped dozens of tech start-ups and scale-ups grow internationally. He also worked for Hammer-IMS as a consultant for many years. Preparing the presentation together, Rob saw how Bjeshka gradually took on the entire marketing and PR of the company successfully.

The practical example of Hammer-IMS nicely complements Rob's PR knowledge.

Using (trade) media

A press release is a concise, clear message addressed to journalists and trade media to share important company news. The advantage of a well-packaged press release is that it can garner free media attention.

A press release is typically used when introducing new products or services, important collaborations or investments, organizing major events, and sharing special results, awards or milestones. A press release can also be an effective communication tool when responding to current events or rumors.

Events themselves or organized by others

Hammer-IMS deliberately chooses a mix: in addition to organizing their own events, they regularly participate in existing trade fairs or conferences.

Organizing your own event offers complete freedom. You choose the theme, determine the location, invite your network and set the atmosphere entirely to your liking. But that also means doing the organizing yourself and making sure people show up.

When participating in an existing fair or conference, things are slightly different. The organization takes many practical matters off your hands, you benefit from an existing audience, and you choose an event that fits well with your target group. For example, Hammer-IMS was at the tech fair TechTextil, where they come into direct contact with potential customers.

Both forms certainly have their value. It's all about the right mix.

Newsletters

A newsletter gets you directly into the inbox of your target audience. A good newsletter keeps your brand current with customers, leads and partners. As long as you keep it concise, engaging and relevant.

Seeing and being seen

PR is not a one-time action, but an interplay of different actions, messages and channels. But one thing is certain: if you focus on valuable content and get it to your target groups through the right channels, you can make a big impact!

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