n an “all-in-one” general agency that does a bit of everything, they may know how to promote yogurt, but to promote a company that is in the chip-industry, you have to get to the agency that specializes in that specific area. You need a Technology PR agency
Choosing a Public Relations agency for a technological company (Yes, like Donitza PR) is not an easy task. After all, we are talking about the people who will be at the “front” of your business when it comes to the media and who will be helping you shape your market image
In the new era the importance of tech knowledge is well known. Some say that tech knowledge is what makes us a manufacturing element that can replace all other elements. The Hi-Tech industry specializes in that area, and they invest a lot in research and knowledge. One can define the Hi-Tech industry as “rich in knowledge and technology”. This definition includes many industries, consisting of many different fields. Here at Donitza we specialize in media and communication guidance for companies in every sector.
In the developing world, Hi-Tech is rapidly gaining a central place in the economy. One of the leading aspects of Hi-Tech is its influence on the markets world-wide. The development of those industries has created one of the longest and most meaningful high tides in stock markets around the world and has changed the way companies are priced, traded, and managed. As a result, the stock holding of the public has grown significantly. In the USA the Hi-Tech stock investments are at over 50% of the total stocks. The investments in Hi-Tech equipment are 6% of the commodity. They end up at about 550 billion dollars a year, with about 250 billion of those in computer technology. The Hi-Tech industries contribute about 30% to American economic growth – about 1.5% out of 5%.
“The great irony of the Start-Up Nation story is that Israel has transformed the challenges it has faced into assets that form the cornerstones of its culture of innovation. Adversity of all kinds, such as being under attack, small, isolated, and lackingresources, have forced Israelis to be resourceful, to do more with less, to innovate, and to be global from day one. The fact that Israel specializes in adversity is most dramatically seen in downturns.”
Dan Senor and Saul Singer, Author of “The Startup Nation”
Israel is one of most powerful and influential countries on the globe when it comes to high technology. According to Startup Ecosystem Report Startup Genome: “As a country, Israel may be only 60 years old and have a population of around 7 million, but it has the highest density of tech startups in the world. In 2009, 63 Israeli companies were listed on the tech-orientated NASDAQ – which is more than Europe, Japan, Korea, India, and China combined. Almost every major tech company today has some kind of subsidiary in Israel, including Intel, Microsoft, Google and Cisco to name just a few. Consequently, 39% of Israeli high-tech employees work in the R&D departments of multinational companies.”
“A key lesson from Israel is that innovation is not just something that goes on inside companies; it belongs to a wider culture that fosters both innovation and entrepreneurship. Israel is a country of immigrants — there are over 70 nationalities represented in this tiny country. Two out of every three Israelis are newcomers, or the children or grandchildren of newcomers. Immigrants are natural risk takers since they were willing to uproot themselves and start over.”
Wired magazine places Israel in the 4th place between the leading Hi-Tech centers in the world. In the two last two decades the Hi-Tech industries received a major push and support from three sources: the first, in the middle of the 80’s many skilled employers got fired from the security industries that were going through hard times (for example, the closing of “Lavi” project). The second source is the massive Aliyah from the former Soviet Union during the 90’s that brought many skilled and high-educated tech workers to the country. The third source is what’s called “the Israeli mind” and that’s a combination of entrepreneur-spirit, experience, and excellence that is a by-product of the military service that the majority of young Israelis take part in. At the same time, the Hi-Tech industries are supported by the technological revolution and by the high tide in the financial markets that need “new blood” to invest in.
Hi-Tech is considered the Israeli “crown” that has pushed the economy in the past few years and the Hi-Tech industries attract foreign investors. At the same time, the number of private issuing of Israeli companies in the USA and Europe has climbed significantly. Venture capital funding received a significant momentum and today some of the leading companies like ‘Merrill Lynch Goldman Sachs, AT&T Pension Fund, and Chase Capital are invested there.
The Hi-Tech industries relay on knowledge in several levels, meaning it’s a mutual inspiration. First, there is a transfer of knowledge and workers from the Academia to the industrial and private sectors. Secondly, workers that move from one company to another cause that knowledge, methods, and ideas to move with them. Thirdly, flow of inter-disciplinary knowledge. Fourthly, transfer of knowledge from the military sector to the civilian one and vice versa.
The influence of the Hi-Tech industries on macro-economics
The fast technological development, especially in the data technologies, is so highly economically-influential, that it has a new expression: ‘new economy’. The technological revolution changed many economical orders of magnitude. To the giant deals that are related to the Israeli Hi-Tech. Large part of the foreign currency comes from the Hi-Tech, plus the foreign investments in Israel in this field and that is hard to estimate their amount.
According to the science, technology and innovation in Israel index report of the Samuel Neaman institute: the unique situation of Israel requires her to base financial, social, and security strength on scientific knowledge and technological solutions. “Over its years, Israel has amassed amazing achievements and forged for itself a leading status in the world of Hi-Tech”, says the report. Also the way in which Israel weathered the global financial crisis proves not only the advantage of avoiding relying solely on a knowledge-based economy, but also the importance of science-encouraging policy that nurtures the human capital as a critical infrastructure of such activity… The Israeli success in leveraging scientific and technological research and development into economical growth is the fruit of circumstances and public investments in research and high education in the first years of Israel, according to a strategy adopted by many industrial countries. Nowadays, most developing countries understand that new technologies and its implementations is the key to economical development and growth. Israel stands in front of a global competition in the products and services markets, and in competition in the research activities that has become tradability in the international arena. This competitiveness is expressed when it comes to foreign investments that provide vital fortunes to the continuous flow of technological development, and when it comes to the skilled workers in Israel.
The mobility of workers in the High-Tech industry as a whole is very high; it comes from the non-stop exposure to broad new ideas and tools that provide another competition for workers. The demand for workers in High-Tech increases and said demand still outstrips the supply of available talent. The estimates are that the annual demand comes to approximately 10,000 workers, when academia provides only half of that number. The lack of manpower is in the industry’s destroyer and a bad influence when it comes to fully maximizing its potential. Recently, an argument broke out about whether to allow foreign workers into the Israeli Hi-Tech sector or not. The pros insist that the lack of workers makes maintaining growth and development difficult, while the cons say the growth should remain internal. In most clients, especially the bigger ones, a big part of our mission is to encourage the most talented engineers to come and work for those clients, as well as helping keeping the existing workers, with the right, focused and positive exposure in the media, that puts our companies as market leaders and as companies that take their workers as their center.
Emphasizing the academic aspect and encouraging acquisition of scientifically-based orientation in key places, proved the advantage of relaying on a knowledge based economy and the importance of a pro science-tech policy that nurtures the human capital as the foundation of those activities.
A positive trend indicates conserving and even improving some of the scientific and technological abilities in Israel. The reality today display great potential for success – in Israel today you can see big and small start-ups side-by-side, holding divisions specializing in technological development. While the small start-ups bring the fresh ideas, the big ones provide the solid, safe and stable solutions so there is a commodity foe every buyer.
The recognition that new technologies are the key to financial growth has become common knowledge in most developed countries. Israel is facing a growing global competition in the products and services markets, as well as competition in research and development, which are tradable internationally. The Israeli industry today is traded for only several million shekels a year. In order to stand up to the entry bar of big global markets, it takes more than a good product. The Israeli companies required them to find more creative and proactive ways to market themselves in a unique way. Therefore, in addition to low research funds, there is a need to invest in marketing and PR, small as big technological companies. The small companies need wave-hitting marketing to encourage in raising investments, and the big companies need it in order to improve chances when facing their parallel abroad.
A famous saying in the advertising world is that the client doesn’t buy your product, he buys you. It’s true in this case too, since there is no way to define your specific quality based on a product. Even if the product itself is unique – sooner or later your opponents will catch up, meaning that definition of you as your product is good for a brief period only. This is why companies hire professionals to analyze the opponents and their companies, what they do and in what environment, and according to that they come up with a strategy for marketing and PR. Although there are some steps that those companies have to remember – the main part of the strategy is suited to the character, spirit, and ideology of the company and its managers.
Choosing a PR agency for a technological company is not an easy task. After all, we are talking about the people who will be at the “front” of your business when it comes to the media and who will be helping you shape your market image.
At Donitza PR, a Tech oriented Public Relations agency, one of the first things we look for, when meeting a potential client, is how he got to us, or more specifically, what made him contact us and not a different agency (A small secret: we LOVE to hear that we were recommended by another client, or, even better, by a member of the Media…).
During this initial meeting we also try to understand if they have a firm grip on what they require and if they understand why they need a PR agency. For those who just started looking for a PR agency, and for those who are not really satisfied from their existing agency, here are some tips to help the process:
What do you want to achieve from your PR?
It’s important to sit down, during a very early stage in the process, and understand your goals in using PR. Help with recruiting the best workers? Pushing new products? Promoting the stock? Bringing investors? Once you understand what you need, it will be easy to convey it to your PR, with the mutual acceptance of time frames and goals to achieve.
Call it a system bug, but we prefer that our clients come to us. It happens because of recommendations and investigations they conducted with their co-workers. In the same way, when you’re looking for a PR agency, don’t forget to ask around. What does your network of colleagues know about agencies that might fit you? What do they recommend? You want to be more advanced? Find a PR campaign that appeals to you and find out who is behind it.
It’s worth checking what your opponents are doing. A simple check on how they are doing in the media. Beyond a source for new ideas, you can also test the PR agency you’re talking to and see if they know about those publications. This will give you a good idea if they’ve done homework, how well they know the current market, the relevant media, and the journalists in your field.
Start your coordination of expectations at home. Try to look at a product/service/any goal you set by yourself, and try to understand what your chances of exposure are. In the meeting with the agency, ask them the same question. Check how they see your product/service and what they think will work best in the media. Try to understand what is your part to play and your staff’s part in this process. You should do it in a very early stage, because you might find yourself working for your PR and not the opposite.
Yes, you are about to hire a PR agency. The activities are pretty clear. But how can the PR team help you in more areas? Maybe they can give you solutions about event organization? Social media? Maintenance of your organizational blog? Give you feedback about other marketing activities? And wait, this is the chance to check for what “extras” you’ll need to pay for separately.
This is the stage to check which of the agencies are experienced in your field. In an “all-in-one” general agency that does a bit of everything, they may know how to promote yogurt, but to promote a company that is in the chip-industry, you have to get to the agency that specializes in that specific area. This especially important for tech companies and startups. Remember, these are the guys that are going to represent your public face while working with the media, so they have to speak your language and understand what they are selling.