PR firms roll with the tech tide.

• Author: LAINSON, SUZANNE
• Position: Adjusting to change - Brief Article

AS THE TECH LANDSCAPE CHANGES, SO DOES THE MEDIA ENVIRONMENT.

Pubic relations firms working with tech companies and startups have witnessed firsthand what happens when the money drops off. "It is much more challenging than a year ago," said Tern Douglas, co-founder and principal of Catapult PR-IR in Boulder. "There are fewer editorial pages ... you have magazines closing their doors and publications being consolidated. Plus, it's harder to get the media's attention because many of them are doing double-duty due to layoffs at their own pubs."

Douglas said media outlets "are more cautious and scrupulous in who and what they cover. Consequently, packaging your story with straight-forward facts, reference-able customers, and a compelling message is more important than ever.

Heathere Evans-Keenan, president of Keenan PR in Littleton, said she sees "at least one upside in all of this." In 1999 and 2000, volumes of press releases were issued from companies that didn't have customers or revenues, just big plans and a "new economy" angle to their story.

"This year with many of the Internet startups having failed, there's less competition for news and a lot more emphasis on companies with realistic business strategies and steady growth plans," she said.

"Startups that are securing funding in spite of today's economy are now catching the attention of media."

Evans-Keenan agreed with Douglas that "new economy" fluff doesn't cut it anymore.

"Reporters are looking for solid news from companies with real products, proven business strategies, and customer success stories, startups that tout vaporware and CEOs still in grade school can't expect to get the coverage they once did."

Yvonne Lynott, founder and partner of Lynott & Associates in Niwott, also notices increasing media skepticism. "They are looking for more credibility before covering new companies. PR practitioners should be prepared to answer questions from the media that are similar to those questions the venture community...