Traffic specializes in B2B public relations.
Traffic embraces a holistic approach to B2B public relations, from strategy and planning to execution through traditional media as well as social media. We understand how to shape and promote a story for even the most challenging B2B tech concepts and business models.
When it comes to influence, traditional media remains at the top of the food chain. That newspapers and television news share that position with blogs and YouTube videos does not take away from the fact that TV, print and radio remain vital channels for winning attention. Many B2B public relations firms focus on traditional media. Traffic is unique in making its PR acumen part of the strategic content-based search marketing programs we create for startups and tech companies.
Understanding the Evolution of Media
Traffic understands how mainstream media has changed. The web is ultimate destination for news. Major newspapers and magazines have fewer pages and fewer reporters. Politics and opinion get the lion’s share of radio and TV news time. Business media is under pressure. Companies must compete for ever-shrinking media real estate when it comes to news coverage.
And yet traditional media still matters. The Pew Research Center’s Annual State of the Media report finds that news organizations, both new and old, create most of the content that people consume. And television is still the number one source of where people get their news. New digital distribution platforms such as the iPad and smartphones are giving media organizations new opportunities for growth.
National Media Experience
Our PR experience is borne from years spent on major league playing fields. Traffic’s media specialists have decades of experience in generating national media exposure for major brands, from national newspapers like USA Today to technology trade media. We understand what makes news, and we craft programs and campaigns that win the attention of producers and editors. Our approach to media relations is defined by a sensitivity to proper timing, trends and how the media works on a day-to-day basis.
The Importance of Storytelling
Good tech PR doesn’t boil down to talking points and key messages. We start with a simple question: What’s your story? We believe in the importance of telling a strong story in plain language. No fluff, no jargon. Tell people what you do and why they should care. Provide colorful detail, not just cold hard facts. The most sophisticated technology concepts need clear language.
Still, even the best-written and most relevant news releases don’t earn coverage by themselves. The most valuable B2B PR firms help clients fight for coverage. We do that by helping clients define what’s news, and by developing editorial calendars governed by smart strategy.
PR and media relations plans must adapt to a Web-based world. We view that as an opportunity.
Our public relations services include:
- Strategic Communications Planning
- Message Development
- Media Relations
- Thought Leadership Platforms
- 360° Media Audit
- Analyst Relations
- Media Tours
- Media Monitoring
- Trade Show Support and Assistance